Competitors

The Competitors section lets you track how your brand's AI visibility compares to named competitors and detect new brands appearing in AI responses.

Head-to-head matrix

The competitor matrix shows your brand alongside up to 5 tracked competitors. For each prompt, it displays which brand appears at Tier 1, allowing you to see where competitors outrank you in AI responses.

You add competitors when creating a project or via Brand Profile settings. Each competitor is tracked by brand name across the same prompts and engines as your brand.

Shadow Competitor Detection

Shadow competitors are brands that appear in AI responses for your tracked prompts but are not in your tracked competitor list. The system detects them automatically from scan results.

A brand qualifies as a shadow competitor when it meets all three thresholds:

• 2+ mentions across scan results
• 2+ prompts where it appears
• 2+ models that include it

Detected shadow competitors show their mention count, prompt count, models seen, and first/last detection date. You can promote them to tracked competitors or dismiss them.

Narrative comparison

For each prompt, you can view the actual AI response text for your brand and each competitor side by side. This shows the narrative differences — how AI models frame each brand, what attributes they emphasize, and which tier position each brand holds.

Win/Loss analysis

The win/loss view shows, for each prompt, which brand holds Tier 1 position across each model. A "win" is your brand at Tier 1; a "loss" is a competitor at Tier 1 on a prompt where your brand is Tier 2 or 3. This surfaces which prompts have the highest competitive pressure.

Next steps

• AI Visibility — understand tier scores
• Optimize Actions — close the gap on lost prompts