OpenRouter is an AI gateway that gives you access to a large number of models across multiple providers through a single API key and one billing relationship.
That flexibility makes it the most capable AI provider in the platform overall, especially because it is the only route to Search AI and the strongest route for agencies that want model choice rather than just one ecosystem.
What OpenRouter is
#Instead of signing up separately with OpenAI, Anthropic, Google, and others, you can connect OpenRouter once and choose from a wide range of models across those providers from one place.
Steps and details
This is still a BYOK setup. You bring the API key, you pay OpenRouter directly, and the platform adds no markup on top.
- Claude models
- GPT models
- Gemini models
- Llama and many other model families
What OpenRouter powers in the platform
#Steps and details · includes a table
| Feature | OpenRouter support | Notes |
|---|---|---|
| AI Review Response | Yes | Works with the model you select |
| Auto Respond | Yes | Used for automatic review replies |
| AI Review Insights | Yes | Used for sentiment, themes, and trends |
| Social Image Captions | Yes | Used for social caption generation |
| AI Review Generator in feedback forms | Yes | Used to help customers draft reviews |
| AI Questions for feedback forms | Yes | Enhanced, more niche-aware generation |
| Search AI | Yes | Required provider for this feature |
OpenRouter supports every AI feature in the platform. Search AI is the standout difference because that feature specifically requires OpenRouter.
Why Search AI needs OpenRouter
#Search AI is not just one-model text generation. It needs to query and compare behaviour across multiple AI ecosystems to understand how a business appears in AI-driven search experiences.
Steps and details
OpenRouter makes that possible because it can route calls across different model families through a single integration. A direct OpenAI connection can only talk to OpenAI models, which is why it cannot power Search AI on its own.
Where OpenRouter can be better than OpenAI
#OpenRouter also improves model flexibility beyond Search AI. Agencies can compare GPT, Claude, Gemini, and other models without changing providers or rebuilding the connection every time.
Steps and details
It is also the stronger route for enhanced AI question generation in feedback forms because the broader model access makes more niche-aware output possible.
Who should choose OpenRouter
#Agencies that want Search AI
Steps and details
- Teams that want access to Claude, Gemini, GPT, Llama, and other model families in one place
- Operators who want model flexibility without managing multiple providers separately
- Teams that prefer Claude-style output for review responses or other writing tasks
What you need before starting
#An OpenRouter account
Steps and details
- An OpenRouter API key
- Credits or billing loaded into the OpenRouter account
Step-by-step setup
#Go to Platform -> AI & Automation -> Artificial Intelligence, click Add AI Provider, name the provider, choose OpenRouter, and continue through the wizard.
Steps and details · includes a table
| Step | What to do |
|---|---|
| Welcome | Confirm you understand the BYOK model |
| Credentials | Paste the OpenRouter API key and verify it |
| Models | Choose the review response model and optional assistant model |
| Confirmation | Review the settings and complete setup |
Step · What to do
- Welcome
- Confirm you understand the BYOK model
- Credentials
- Paste the OpenRouter API key and verify it
- Models
- Choose the review response model and optional assistant model
- Confirmation
- Review the settings and complete setup
Credentials
#OpenRouter only requires one credential: the API key. There is no extra organization ID step like there can be with OpenAI.
Steps and details
Verification happens live against OpenRouter before the provider is marked ready.
How to choose your models
#This is where OpenRouter becomes especially valuable. You are not locked to one model family. You can pick a practical review-response model, a cheaper assistant model, or switch providers later without changing the platform-side integration itself.
Steps and details · includes a table
With Publishing on your account, the wizard also has Model for posts (optional) with a Model ID for posts field: the model used when AI writes Google posts. Leave it empty and posts use the review response model.
| Model | Tier | Typical use case |
|---|---|---|
| Claude Haiku 4.5 | Recommended | Strong overall value and natural-sounding writing |
| Claude Sonnet 4.5 | Premium | Higher-quality reasoning and writing |
| GPT-4o Mini | Budget | Very low-cost high-volume option |
| GPT-4o | Recommended | Strong OpenAI flagship option |
| Gemini 2.5 Flash | Budget | Fast and cost-effective Google option |
| Llama 3.3 70B | Standard | Strong open-model option |
For many agencies, Claude Haiku 4.5 is an excellent all-round starting point. It is often preferred for more natural review-response writing.
What happens after setup
#General AI features can use your chosen OpenRouter model
Steps and details
- Search AI can now work because a ready OpenRouter provider exists
- Feedback form AI question generation can use the enhanced path
- You can keep OpenRouter as the default or use it alongside OpenAI
- Google posts written by AI (
Write It for Me, Autopilot and AI assistants) use the model for posts, or the review response model when that field is empty
OpenAI vs OpenRouter in practical terms
#Steps and details · includes a table
| Area | OpenAI | OpenRouter |
|---|---|---|
| Model access | GPT family only | Multiple providers and model families |
| Search AI | No | Yes |
| AI question generation | Not available (static default questions) | AI-generated, niche-aware |
| Setup complexity | Simple | Simple |
| Best fit | Teams that want GPT simplicity | Teams that want flexibility or Search AI |
Can you use both OpenAI and OpenRouter?
#Yes. This is a very normal setup. Many agencies use OpenAI as the default provider for day-to-day AI generation and keep OpenRouter connected for Search AI, or vice versa.
Steps and details
Only one provider can be the default for general AI usage, but Search AI specifically looks for a ready OpenRouter provider regardless of what is set as default.
Managing the provider later
#Edit the API key or model choices at any time
Steps and details
- Set it as default if you want it to power general AI features
- Delete it if you no longer want the connection