Ask Google who tracks brand visibility in AI, or what’s the best ai visibility tools and you get a tidy list: OtterlyAI, Peec AI, Profound, Semrush, Ahrefs Brand Radar. Each is a solid answer to a narrow question: “Are we mentioned when someone asks an AI about us?”
At Theory House, we don’t think that’s the place to stop. Our sister company, TheoryNXT, recently launched KASPER, and it grew out of a problem we kept running into with food, beverage, spirits, and CPG brands.
How we’d sort the category
- Lightweight monitors (OtterlyAI, Peec AI). Good for teams that want to track a set of prompts across ChatGPT, Perplexity, and Copilot without a big commitment. You get a scoreboard.
- SEO suite add-ons (Semrush, Ahrefs Brand Radar). Good if your team already lives in those platforms. Your AI data sits next to your keyword data. The tradeoff is that the lens is still a search marketer’s lens.
- Enterprise platforms (Profound). Deep prompt-level analysis and content recommendations for large teams.
What these tools have in common is a prompt-by-prompt approach, with more content as the usual fix.
For brands that sell through retail, we think that often misses the point. Shoppers don’t ask one question. They ask hundreds of variations, and the AI decides which brands make the shelf. We call it The Invisible Shelf.
So KASPER measures it differently. For each brand, it runs a panel of hundreds of queries across ChatGPT, Gemini, and Perplexity and reports three numbers:
- BIR™ (Brand Inclusion Rate): how often you show up at all
- SOIS™ (Share of Invisible Shelf): how much of the shelf you own versus competitors
- ACS™ (Agentic Commerce Score): how ready your brand is to be recommended and bought
You also get category-level insight, so you can see your performance in the context of your competitors. Then come the fixes: entity signals, structured data, FAQ content, and catalog and product page quality. Measure, diagnose, optimize. It’s the same work we do alongside brands every day at Theory House.
How to choose
→ Need basic tracking on a budget? A lightweight monitor is a good place to start.
→ Already deep in an SEO suite? Try its AI add-on.
→ Want to understand why a retail brand with real physical shelf presence is invisible in AI recommendations, and what to do about it? That’s the problem KASPER was built for.
In our early audits, we’ve seen a brand hold roughly 30% of the physical shelf and earn under 5% of AI recommendations. A gap like that isn’t one you close by watching a dashboard.
So what does your brand look like on the Invisible Shelf? Head over to getkasper.ai and request your free scorecard.
