Semrush has three distinct AI systems. Content Toolkit handles ideas, briefs, generation, rewriting, brand voices, images, and publishing. AI Visibility Toolkit tracks mentions, citations, sentiment, and prompts. SEO Writing Assistant remains inside the conventional SEO Toolkit with its own Smart Writer allowance.
We tested Semrush’s AI features across content generation, keyword clustering, site auditing, competitor research, and AI visibility tracking.
Semrush Copilot is included on every plan and it’s the most immediately useful AI feature. It monitors your active projects, flags ranking drops, surfaces backlink opportunities, and delivers a prioritized task list each morning. In practice, it saves roughly 30 minutes a day of manual account auditing. For agencies managing multiple clients, Copilot turns a daily chore into a quick review.
ContentShake AI generates full articles using Semrush’s keyword data. You pick a topic, it researches competing content, builds an outline grounded in what’s ranking, and produces a draft aligned with search intent. The output is functional and SEO-informed. It’s not creative writing, it’s “content that covers what Google wants covered” writing. Included in Guru ($249.95/mo) and above, or $60/mo as a Pro add-on.
The AI Visibility Toolkit ($99/mo add-on) is the feature nobody else has at this scale. It tracks how often your brand appears in AI-generated answers across 20+ assistants, with sentiment analysis and competitor benchmarking. The data is sampling-based and still maturing, but for brands trying to understand their presence in AI search results, this is the only serious measurement tool available from a major SEO platform.
Keyword clustering and intent classification inside the Keyword Magic Tool use AI to group thousands of keywords into actionable topic clusters automatically. For content planning at scale, this eliminates hours of spreadsheet work.
The pricing structure is where the value proposition gets complicated. Pro at $139.95/mo gives you the core SEO toolkit and Copilot. Getting ContentShake AI, the full Content Marketing Toolkit, and historical data requires Guru at $249.95/mo. AI Visibility Toolkit is $99/mo on top of any plan. A fully equipped Semrush setup runs $350-550/mo depending on your tier and add-ons.
