Competitor setup

Competitors show whether AI assistants mention your brand in the right market context, or whether other brands appear more often and more prominently.

Who to include#

Start with 3 to 8 relevant brands per project:

• direct product or service competitors,
• established alternatives in your category,
• brands stakeholders often use as reference points,
• newer providers that appear in AI answers.

Too many competitors make share-of-voice comparisons harder to read. For different markets, products, or audiences, use separate projects or prompt groups.

Names and variants#

Check how competitors may appear in answers: official brand name, product name, abbreviations, local spellings, or translated names.

If a brand has multiple very different products, it can make sense to monitor product names separately.

Matching prompts#

Competitors are most useful when your prompts reflect real comparison or category questions:

• "Which tools are best for PR reporting in agencies?"
• "Which providers help companies with AI Visibility?"
• "What are the best alternatives to [brand]?"

If competitors appear more often, check which sources are cited and which messages are repeated.

Competitors do not use additional credits. Credits depend on prompts, providers, and cadence. Learn more in Credits.