Modern Discovery
vs Semrush
Semrush launched its own AI Visibility Index in 2025, expanding from SEO into AI search tracking. Modern Discovery was purpose-built for AI visibility intelligence from day one. Both measure AI visibility. The difference is depth, methodology, and what you do with the data.
AI Visibility Intelligence
- Cross-model measurement backbone (AVI + Shortlist Share)
- Source attribution across AI platforms
- Full measurement transparency
- Purpose-built for AI-generated discovery
- Enterprise $20K-$50K/yr
SEO-First Platform
- Comprehensive traditional SEO toolkit
- AI Overviews tracking (Google-focused)
- 18% market share in SEO tools
- AI visibility is an add-on feature
- SaaS from $139/mo to enterprise
Feature-by-Feature
Detailed Comparison
| Feature | Modern Discovery | Semrush |
|---|---|---|
| Cross-Model Measurement | Native. AVI and Shortlist Share measured across ChatGPT, Gemini, Claude, Perplexity, and Google AI Mode simultaneously. Every score traceable to raw query-level data. | Semrush launched its own AI Visibility Index in 2025, covering Google AI Overviews, ChatGPT, and Gemini. A significant step, but prompt tracking is still oriented around their SEO keyword paradigm rather than AI-native query categories. |
| Query-Level Diagnostics | Full query-level breakdown by intent category: awareness, comparison, recommendation, authority, and use-case. Each query mapped to competitive gaps. | Keyword-level tracking with AI Overviews visibility overlay. Diagnostics are SEO-oriented rather than AI-native. |
| Source Attribution | Tracks which sources AI models cite for each answer. Maps owned, competitor, and neutral source influence across models. | Backlink and referring domain analysis for traditional SEO. No AI-specific source attribution layer. |
| Shortlist Share Metric | Proprietary. Measures the fraction of AI recommendation and comparison queries where your brand appears in top position. Predictive of market share. | Not available. Share of Voice metrics are traditional media-based, not AI-recommendation-based. |
| Traditional SEO Suite | Not a traditional SEO tool. Focused exclusively on AI-generated discovery surfaces. | Comprehensive. Keyword research, rank tracking, site audit, backlink analysis, content optimization. 18% market share in SEO tools. |
| Dedicated AI Intelligence vs Bolt-On | Purpose-built from the ground up for AI visibility measurement. Every feature designed for the AI-generated answer surface. | AI visibility is an add-on to an SEO-first platform. Core product was designed for traditional search. |
| Pricing Model | Enterprise annual engagement. $20K-$50K/yr based on competitive surface and category scope. | Tiered SaaS. Plans from $139/mo to enterprise custom pricing. Broader access for smaller teams. |
| Enterprise Focus | Built for CMOs, CDOs, and commercial leaders at brands where AI-generated recommendations directly impact revenue. | Serves a wide range from freelancers to enterprises. Not exclusively focused on enterprise AI visibility needs. |
| Measurement Transparency | Full methodology documentation. Query sets versioned and immutable. Every score traceable to raw data. | Proprietary scoring algorithms. Limited visibility into how AI-related metrics are calculated. |
Cross-Model Measurement
Native. AVI and Shortlist Share measured across ChatGPT, Gemini, Claude, Perplexity, and Google AI Mode simultaneously. Every score traceable to raw query-level data.
Semrush launched its own AI Visibility Index in 2025, covering Google AI Overviews, ChatGPT, and Gemini. A significant step, but prompt tracking is still oriented around their SEO keyword paradigm rather than AI-native query categories.
Query-Level Diagnostics
Full query-level breakdown by intent category: awareness, comparison, recommendation, authority, and use-case. Each query mapped to competitive gaps.
Keyword-level tracking with AI Overviews visibility overlay. Diagnostics are SEO-oriented rather than AI-native.
Source Attribution
Tracks which sources AI models cite for each answer. Maps owned, competitor, and neutral source influence across models.
Backlink and referring domain analysis for traditional SEO. No AI-specific source attribution layer.
Shortlist Share Metric
Proprietary. Measures the fraction of AI recommendation and comparison queries where your brand appears in top position. Predictive of market share.
Not available. Share of Voice metrics are traditional media-based, not AI-recommendation-based.
Traditional SEO Suite
Not a traditional SEO tool. Focused exclusively on AI-generated discovery surfaces.
Comprehensive. Keyword research, rank tracking, site audit, backlink analysis, content optimization. 18% market share in SEO tools.
Dedicated AI Intelligence vs Bolt-On
Purpose-built from the ground up for AI visibility measurement. Every feature designed for the AI-generated answer surface.
AI visibility is an add-on to an SEO-first platform. Core product was designed for traditional search.
Pricing Model
Enterprise annual engagement. $20K-$50K/yr based on competitive surface and category scope.
Tiered SaaS. Plans from $139/mo to enterprise custom pricing. Broader access for smaller teams.
Enterprise Focus
Built for CMOs, CDOs, and commercial leaders at brands where AI-generated recommendations directly impact revenue.
Serves a wide range from freelancers to enterprises. Not exclusively focused on enterprise AI visibility needs.
Measurement Transparency
Full methodology documentation. Query sets versioned and immutable. Every score traceable to raw data.
Proprietary scoring algorithms. Limited visibility into how AI-related metrics are calculated.
Key Takeaway
Different Tools for Different Problems
Semrush is an excellent choice for traditional SEO. If your primary need is keyword research, rank tracking, and site audits, Semrush delivers a mature, comprehensive platform with broad market adoption.
Modern Discovery exists because AI-generated discovery is a fundamentally different surface. It requires cross-model measurement, AI-native diagnostics, and metrics like Shortlist Share that traditional SEO tools were not designed to capture. If AI visibility is a revenue-critical concern for your brand, Modern Discovery was built for that problem.
Frequently Asked Questions
FAQ
Is Modern Discovery a replacement for Semrush?
No. Modern Discovery and Semrush serve different purposes. Semrush is a comprehensive SEO platform for traditional search optimization. Modern Discovery is a dedicated AI visibility intelligence platform that measures your brand presence in AI-generated answers. Many organizations will use both: Semrush for traditional SEO and Modern Discovery for AI-era competitive intelligence.
Semrush launched an AI Visibility Index. How is Modern Discovery different?
Semrush launched its AI Visibility Index in 2025, covering Google AI Overviews, ChatGPT, and Gemini through prompt tracking and prompt research features. It is a meaningful addition to their SEO platform. Modern Discovery differs in three ways: (1) measurement methodology uses AI-native query categories (awareness, comparison, recommendation, authority, use-case) rather than SEO keyword paradigms, (2) Shortlist Share provides a predictive market share metric that has no Semrush equivalent, and (3) source attribution maps which sources AI models actually cite, revealing influence levers. Semrush adds AI tracking to an SEO workflow. Modern Discovery was built from scratch for AI competitive intelligence.
Why does cross-model measurement matter?
Modern AI Research has documented 615x citation volume variance across AI models for the same query. A brand that appears prominently in ChatGPT may be completely absent from Gemini or Claude. Single-model measurement creates dangerous blind spots. Cross-model measurement reveals the true competitive landscape.
What is Shortlist Share and why is it important?
Shortlist Share measures the fraction of AI recommendation and comparison queries where your brand appears in the top position. Nielsen research shows that Share of Voice predicts market share. Shortlist Share is the AI-era equivalent. Semrush does not currently offer a comparable metric for AI-generated recommendations.
How does pricing compare between Modern Discovery and Semrush?
Semrush offers tiered SaaS plans starting at $139/month, making it accessible for smaller teams. Modern Discovery is priced as an enterprise annual engagement at $20K-$50K/year, reflecting its focus on brands where AI visibility has direct revenue impact. The two products serve different market segments and needs.
Can I use Modern Discovery alongside Semrush?
Yes. The two platforms are complementary. Use Semrush for traditional SEO keyword research, rank tracking, and site audits. Use Modern Discovery for AI-specific visibility measurement, cross-model competitive intelligence, and Shortlist Share tracking. Together they provide complete coverage of both traditional and AI-generated discovery surfaces.
Ready to See the Difference
See It In Action
Request a demo to see how Modern Discovery measures your AI Visibility across ChatGPT, Gemini, Claude, Perplexity, and Google AI Mode.