Scrunch vs Peec vs AirOps vs Surfer: What Does Each SEO and AI Tool Do?

What does each tool do?

Based on each vendor's site:

Peec AI: measuring where you stand

Peec runs your prompts daily on the models you choose and reports visibility, share of voice, sentiment and position. Its gap analysis lists the sources that cite competitors but not you, down to the page, classified as competitor, editorial, reference or user-generated, and ranks actions as earned or owned. It does not write content or change your site; it tells you what to work on. Plans start at $95 a month for 50 prompts on three models. More detail is in the Peec AI review.

Scrunch: measuring plus the site layer

Scrunch tracks prompts and citations like Peec, and adds what happens on your own site: audits of how AI systems read your pages, AI agent traffic, and, on Enterprise, AXP, which serves simplified versions of pages to AI agents at the CDN. It suits teams whose problems are partly technical, such as JavaScript-heavy pages. Core costs $250 a month for 125 prompts on four engines. More detail is in the Scrunch review.

AirOps: producing the fixes

AirOps describes itself as a content engineering platform. Its Insights module tracks citations and share of voice across ChatGPT, Claude, Gemini, Perplexity and Google's AI features, and Page360 combines Search Console, GA4 and AI signals for each page. The core of the product is execution: visual workflows and AI agents that generate briefs, refresh content and fill gaps, a Brand Kit that keeps output on-brand, and an Offsite module for finding and measuring third-party citations. AirOps says most of a brand's AI visibility is driven by content it does not own, which is why it covers both. Pricing is based on tasks, the units its workflows consume: Solo includes 35,000 tasks and ChatGPT insights for one user, Pro 100,000 tasks with insights across seven or more engines and unlimited seats, and Enterprise is custom.

Surfer: optimising the page

Surfer is best known for its Content Editor, which scores a draft against top-ranking pages for a keyword and suggests terms, structure and length. It has added an AI Tracker for mentions in ChatGPT and other assistants: the Standard plan at $99 a month billed annually includes 25 prompts tracked weekly in ChatGPT, higher plans track more prompts daily, and a standalone AI Search Analytics product starts at $82 a month billed annually for 50 daily prompts. Surfer suits content teams already writing for search who want AI visibility data beside their editor. Its tracking is lighter than a dedicated tracker's.

Where do they overlap?

• Tracking: all four now track AI mentions. Peec is the most focused; Scrunch adds the site view; AirOps and Surfer track to feed their content tools.
• Content: AirOps and Surfer both help produce content. AirOps automates workflows and refreshes at scale; Surfer optimises individual drafts.
• Technical: Scrunch goes furthest on how AI agents access and read your site, with page audits, agent traffic per page and, on Enterprise, AXP. Peec also reports which AI bots your robots.txt allows and which pages they crawl, but it does not audit or change the pages themselves.
• Off-site: AirOps and Peec both point to third-party sources, AirOps with a module to manage placements, Peec with ranked earned actions.

How do teams combine them?

A few common pairings:

1. Peec plus Surfer: a focused tracker for measurement, and Surfer for writing and updating the pages that gaps point to. Suits small content teams.
2. Peec plus AirOps: measurement plus workflow automation for teams refreshing many pages.
3. Scrunch alone: for teams whose first problem is technical access, before investing in content.
4. AirOps alone: for enterprise content teams that want insights and execution in one platform.

Avoid paying for two trackers. If your content tool already tracks enough prompts on the engines you need, a separate tracker may be redundant.

What should you ask before buying any of them?

• Which engines, and how often? Check that the engines your buyers use are covered at your price, and how often each prompt runs.
• How are answers collected? Interface capture and developer APIs can give different results.
• What counts against limits? Prompts, tasks, credits and responses are all used as units; convert them to your real workload.
• Who does the work? Trackers point to fixes; content platforms produce drafts that still need review for accuracy and voice.

Surfer's features are covered in more depth in the Surfer review.

Which should you choose?

• If you do not yet know where you stand, start with Peec, or another tracker, for a month.
• If AI agents struggle to read your site, start with Scrunch or with basic technical checks.
• If you know the gaps and lack the capacity to fix them, AirOps is built for production at scale.
• If you write content for search already, Surfer adds AI tracking to the workflow you have.

The features that distinguish AI visibility tools from SEO platforms are covered in what features AI visibility tools need that standard SEO platforms lack, and the difference between using AI for SEO and optimising for AI in using AI for SEO vs optimising for LLM visibility.

What might this look like in practice?

Consider an illustrative project management software company, Plinthwork, with two content writers. It used Peec for a month and found it missing from answers about "project tools for construction teams", where competitors' comparison pages and two trade publications were cited. The writers used Surfer to rebuild the company's construction page and write a comparison page. A year later, with 400 pages to keep current, Plinthwork moved content refreshes into AirOps workflows and kept Peec as its independent measure.

What do people ask about these tools?

Which is the best AI visibility tracker of the four?

Peec is the most focused tracker. Scrunch tracks too, with site-level features.

Does AirOps write content?

Yes. Its workflows and agents generate briefs and content and refresh existing pages, with brand guidelines applied.

Does Surfer track AI search?

Yes. Its AI Tracker and AI Search Analytics products track prompts in ChatGPT and other assistants, by plan.

Do I need more than one?

Often one tracker and one content tool. Avoid paying for two trackers.