What should we compare in our competitors’ AI answers?

Ask the same buyer questions about your brand and its main competitors, then compare which brands appear, how their capabilities are described and what position each occupies in the answer. A mention alone does not tell you whether an AI answer gives a useful account of a supplier's expertise or brings that supplier into consideration.

Look for incomplete, generic or inconsistent descriptions alongside clear accounts of specialist capabilities. Compare where a competitor's expertise is represented more fully and where your brand receives a stronger description. Use those differences to identify specific strengths and gaps in how AI presents your business, rather than treating inclusion as the whole result. The comparison matters because AI search can bring the moment of consideration much closer to the moment of recommendation.