Competitors

Track how your competitors appear in AI search alongside your brand, and use that data to identify gaps and opportunities.

Why Competitor Tracking Matters

AI search results rarely mention just one brand. When a user asks "what's the best project management tool?", the AI typically lists several options and compares them. Understanding where competitors appear — and where you don't — reveals your actual competitive positioning in AI.

Without competitor context, a Visibility Score of 35 might seem fine. With it, you might discover that your closest competitor scores 68 on the same prompt set — a gap that represents real lost mindshare.

How Competitors Are Chosen

Automatic after your first run

You don't pick competitors when you create a project. Once your first run finishes, the 10 brands with the highest visibility in your own AI answers — excluding your brand — automatically become your competitors. They are measured from your actual prompt set, not guessed from a category list.

This only happens while a project has no competitors of its own. After that, the list is yours: nothing is added or removed behind your back on later runs.

Adjusting the list

Open Manage Competitors on the project page to change the set. Every other brand detected in your run is listed there with its visibility and mention count, so you can add the ones that matter and remove the ones that don't.

  1. 1
    Open your project
    Go to the project whose competitors you want to change.
  2. 2
    Click Manage Competitors
    The current list appears at the top, with every other detected brand below it, ranked by visibility.
  3. 3
    Click a brand to add it
    Or use Add Competitor Manually for a brand your prompts have not surfaced yet. Only the brand name is required — the domain is optional and filled in automatically where we can resolve it.
  4. 4
    Save Changes
    Competitor badges and comparisons update immediately; the next analysis run picks the change up as well.

Share of Voice Comparison

The competitor comparison view shows each brand's share of total mentions across all your prompts, displayed side-by-side. This gives you a direct, relative picture of how prominent each brand is in AI responses for your chosen prompt set.

Share of Voice is zero-sum within a given analysis — if one brand gains, others lose relative ground. Tracking this over time shows whether you're gaining or losing competitive position in AI.

Competitive Gap Analysis

Finding Your Biggest Opportunities

The gap analysis identifies prompts where a competitor appears but your brand does not. These are your highest-priority visibility opportunities — specific queries where you're completely absent while a competitor gets the mention.

For each gap prompt, you can see which competitor is appearing, on which AI platform, and which sources they're being cited from. This gives you a precise, actionable map of where to focus your content and PR efforts.

Interpreting Competitor Data

A competitor with higher AI visibility isn't necessarily winning in sales — AI visibility is one signal in a broader marketing picture. Use this data to guide content strategy, PR targeting, and brand presence priorities rather than as a direct revenue predictor.

Focus on the gap prompts that represent the highest commercial intent for your category — those are the visibility wins with the most potential business impact.

The automatic top 10 is a starting point, not a verdict. Trimming it to your 3–5 closest direct competitors usually makes the Share of Voice comparison far easier to read — retailers, marketplaces and platform names often rank high without being real rivals.