Peec AI Says It Hit $20M ARR as HubSpot and Ahrefs Sell AI Tracking for $50
The Berlin startup says more than 4,000 customers pay it to track AI answers. Semrush, which doesn't say which products count, put its AI products at $38 million ARR in December 2025.
TL;DR
- Peec AI says it has passed $20M ARR, double the $10M TechCrunch verified in May, with more than 4,000 customers.
- Marketing budgets will pay to measure AI answers. Nothing yet shows a standalone tracker will outlast the SEO suites that now bundle the same feature.
- Buy on short contracts and track brand mentions over several weeks until a vendor can tie the number to pipeline.
Peec AI said on November 2 that it had passed $20 million in annual recurring revenue less than two years after launch, double the $10 million it reported in May. The Berlin company tracks how ChatGPT, Gemini and other AI assistants describe a brand. It says it now has more than 4,000 customers in more than 80 countries and more than 100 employees. It has also opened a New York office with a dedicated go-to-market hub. The customers it names include Siemens and the agencies Mindshare and Seer Interactive.
Only part of that has been checked. In May, TechCrunch verified the $10 million figure from internal dashboard data, but the $20 million appears only in Peec's own release. The release says Semrush took eight years to reach the same milestone. We found no public record that dates Semrush's $20 million.
The revenue shows that marketing teams will pay a standalone vendor to measure AI answers now, without waiting for a future planning cycle. It leaves open whether that measurement stays a category or becomes a feature inside the SEO suites marketers already pay for. For a CMO deciding whether to add the line item, the second question matters more.
Peec's revenue comes from thousands of small, prompt-priced contracts
Peec's pricing page lists Starter at $95 a month, Pro at $245 and Advanced at $495. Enterprise is sold through sales, and agencies get bundles. Price scales with the number of tracked prompts and AI models. Every plan includes unlimited users, so Peec has no seats to count. It sells mostly self-serve, with a sales team for larger accounts. The New York hub suggests it wants more of those in the US.
Spread across 4,000-plus customers, $20 million works out to about $5,000 a year each, or roughly $417 a month. That sits between the Pro and Advanced list prices. Because Peec gives "more than" counts, the average is approximate. The same calculation puts Peec at about $200,000 of ARR per employee.
The release doesn't give churn, net revenue retention or gross margin, and it doesn't explain how Peec counts ARR. Semrush, when it was public, published a dollar-based net revenue retention of 104% and defined ARR in its results. The only pipeline claim we found comes from a customer testimonial on Peec's own pricing page, which credits AI assistants with five times more demo requests. Thousands of customers measuring a metric doesn't show that the metric produces pipeline.
Semrush grew its AI products to $38 million with an existing base to sell into
Semrush, the company Peec benchmarks itself against, shows how much AI revenue a suite with an existing base can build. Its fourth-quarter 2025 results put its AI products above $38 million in ARR on December 31, 2025, up from $4 million a year earlier, out of $471.4 million in total ARR. The release doesn't say which products count. TechCrunch reported that Peec passed $4 million in its first 10 months, around the same time. Semrush added about $34 million of AI revenue over that year by selling to customers it already had. Peec built its base from zero.
A marketer who already pays for an SEO suite can add AI tracking without a new procurement cycle or another security review. Adobe completed its purchase of Semrush on April 28, 2026, so Semrush's tracker now sits inside a larger marketing stack. Ahrefs lists prompt tracking in its Brand Radar from $50 a month and includes it on paid plans. HubSpot sells its AEO tool on its own for $50 a month, still labeled beta. Peec's lowest list price is $95. When an incumbent can bundle a capability, the standalone vendor usually has to win on depth, or on a buyer the suite serves badly.
Peec's numbers suggest it is doing that for now. Its second $10 million arrived after HubSpot launched its tool in April, and while Semrush sold its own AI visibility tools to a much larger base. Buyers are choosing a standalone tool anyway. Agencies such as Mindshare and Seer Interactive may value a tool priced by prompt with unlimited users when they track many client brands. The release gives no split by customer type, though, so that part is our inference.
AI citations turn over daily, so the metric needs a longer window
Ahrefs tracked about 37,500 AI citations and found 50% to 83% of them gone the next day. About 75% came back within 20 days, and brand mentions were more stable. Ahrefs sells a Peec competitor, so it has a stake in which number marketers watch. Still, a daily citation count is mostly noise. In 6sense's 2026 buyer study, 26% of buyers used an LLM to discover vendors and 81% used one somewhere in an evaluation (6sense sells intent data, and those questions ran in a separate survey with no APAC respondents). That makes AI-visibility tracking a measurement job first. As we noted when Findem put CMO tenure at 2.6 years, marketing has to measure AI before it spends more on it.
What this means for marketing leaders deciding on an AI-visibility budget line
If you fund the line, book it as measurement and keep the contract short. Peec sells monthly plans and takes 15% off for annual terms. Either is easier to exit than a multiyear deal in a category whose shape could change within one renewal cycle.
Report brand mentions over a rolling window of several weeks and leave daily citations out of it. A board deck built on a number that can lose half its citations overnight will invite the wrong questions.
Before you add a standalone tool, ask your current SEO suite vendor what its AI tracking covers and what it costs as an add-on. Then compare the two on prompts tracked, models covered and price per prompt.
Ask any vendor in this category for its retention figures and for one customer whose pipeline moved, with the method behind the claim. If neither exists by your renewal date, cut the spend back to the plan that covers the prompts you report on.
Thousands of customers measuring a metric doesn't show that the metric produces pipeline.
Ask your SEO suite vendor what its AI tracking covers and costs. Then compare it with a specialist on prompts tracked, models covered and price per prompt before you add a line item.
