TL;DR — Your biggest AI competitors are the brands that appear most frequently when users ask AI about your category. Go to Visibility > Competitors to see the ranked share-of-voice table, then cross-reference in Overview > Compare to benchmark head-to-head on visibility score and mention rate by provider. Check the trend arrows to spot competitors whose share is growing fast. Pro tip: enable the Competitors column in Visibility > Prompts to find the exact queries where competitive density is highest and prioritize those for content investment.
The Question
“Who are my biggest competitors in AI search results?”Not every brand that competes with you in Google rankings appears in AI-generated answers, and not every brand AI mentions is a competitor you already track. AI search creates its own competitive landscape — shaped by training data, source authority, and the framing of each prompt. Understanding who AI recommends alongside (or instead of) you is the starting point for any competitive GEO strategy. This question matters whether you are building your initial competitor list, auditing an existing one, or preparing a quarterly competitive review. You might also be wondering:
- “Are there competitors appearing in AI that I haven’t added to my tracking yet?”
- “How does the competitor landscape differ across ChatGPT, Perplexity, and Gemini?”
- “Which competitors have the highest share of voice in AI results?”
Where to Go in Qwairy
Start here: Visibility > Competitors
Navigate to Visibility > Competitors — this is your primary competitive dashboard.
Focus on the competitor table, which ranks every brand that appears in AI responses alongside yours, ordered by share of voice. The mention frequency column tells you how consistently each competitor is cited, and the share of voice bar shows their relative dominance across all monitored prompts.
Go deeper: Overview > Compare
Cross-reference with Overview > Compare. This view lets you select specific competitors and compare them head-to-head on visibility score, mention rate, sentiment, and position.
Use the Provider filter to see whether the same competitors dominate across all AI platforms or only on specific ones. Use the Topic filter to narrow the comparison to your most strategically important areas.
Go deeper: Visibility > Prompts
Open Visibility > Prompts and enable the Competitors column. For each monitored prompt, you can see which other brands appear in the response. Sort by mention frequency to find the prompts where competition is most intense — these are the queries where AI is explicitly choosing between you and others.
Complete the picture: MCP Integration
Connect the Qwairy MCP server and call
get_competitors from your agent or workflow to pull the full ranked competitor list programmatically. This is particularly useful for:- Feeding competitor data into automated reporting workflows
- Cross-referencing the Qwairy competitor list with your CRM or market research data
- Triggering alerts when a new competitor exceeds a visibility threshold
What to Look For
Competitor Table — Visibility > Competitors
The competitor table aggregates all brand mentions detected in AI responses across every prompt you monitor. Each row represents a brand that was cited at least once, ranked by overall mention frequency.| Element | What it tells you |
|---|---|
| Share of voice % | The proportion of AI responses in which this competitor appears, relative to your total monitored prompt volume |
| Mention frequency | Raw count of responses in which the competitor was detected over the selected period |
| Avg. position | Where in the response the competitor is typically placed — lower numbers indicate earlier, more prominent placement |
| Sentiment | The average sentiment polarity of response text surrounding that competitor’s mentions |
| Trend arrow | Whether the competitor’s share of voice is growing, stable, or declining compared to the previous period |
Compare Page — Head-to-Head View
The Compare page lets you move from a ranked list to a direct comparison. Once you select two or more competitors, the view switches to side-by-side metrics.| Element | What it tells you |
|---|---|
| Visibility score delta | The numerical gap between your score and each competitor’s score — your primary performance indicator |
| Provider breakdown | Which AI platforms favor your competitor over you — essential for prioritizing platform-specific efforts |
| Evolution chart | How the gap has evolved over the selected period — widening gaps are a higher priority than stable ones |
Prompts View — Competitor Column
Enabling the competitor column in the Prompts view gives you prompt-level granularity: you can see exactly which queries drive the most competitive exposure. A prompt where 4 competitors appear alongside you is structurally different from one where you appear alone.Pro Tip: Combine the Prompts view competitor column with the Topic filter to identify the topic areas where your competitive exposure is highest. These are the topics where content investment will have the most direct competitive impact.
Filters That Help
| Filter | How to use it for this question |
|---|---|
| Provider | Isolate the competitor landscape on a single AI platform — competitors often differ significantly between ChatGPT and Perplexity |
| Period | Compare current vs. previous period to detect new entrants or competitors whose share of voice is growing rapidly |
| Topic / Tag | Narrow to a specific product category, use case, or audience segment to get a topically relevant competitor view |
How to Interpret the Results
Good result
Your brand appears with only 1–2 consistent competitors, both of which you already track and actively benchmark against. Your share of voice is within 10–15 percentage points of the top competitor. The competitor table shows a stable trend with no new entrants exceeding 5% mention frequency in the last 30 days.Needs attention
Three or more competitors have a higher share of voice than your brand across the majority of monitored prompts. The trend arrows show multiple competitors growing while your share is flat or declining. The Prompts view reveals that several high-value queries consistently produce responses that do not include your brand at all. A competitor you have not previously tracked appears in the top 5 — this is a signal to investigate their content and citation strategy.Example
Scenario: You run an e-commerce fashion brand selling sustainable apparel. Your monitoring covers 45 prompts across sustainable fashion, online clothing shopping, and ethical apparel topics. You want to understand who AI positions as your primary competitors.
- Open Visibility > Competitors and sort the competitor table by share of voice. You see that Everlane (64%), Reformation (57%), and Patagonia (43%) appear far more frequently than your brand (21%). A brand you have not tracked before — Pangaia — appears at 17% and is trending up.
- Navigate to Overview > Compare, add Everlane and Pangaia, and run a by-provider breakdown. You discover that Pangaia’s high share of voice comes almost entirely from Perplexity, where it outranks you on 9 of your 14 sustainable-fashion-focused prompts.
- Return to Visibility > Prompts, filter by the “sustainable fashion” topic tag, and enable the competitors column. You identify 7 prompts where Pangaia appears but your brand does not. These become your highest-priority content targets.
Go Further
Export the full competitor ranking
Export the complete competitor share-of-voice table as CSV or XLSX for your competitive review
Live competitive leaderboard
Build a live competitive leaderboard in Looker Studio using the competitor-metrics data source
Configure competitor tracking
Read the Competitor Mentions documentation to add, remove, or reconfigure tracked competitors
Related Questions
Which competitors outperform me on specific AI providers?
Drill into provider-level competitive gaps to prioritize your platform strategy
Where do my brand and a specific competitor overlap?
Identify the prompts where you and a competitor co-appear — and where you don’t
Is a new competitor emerging that I should be aware of?
Spot rising competitors in AI results before they become dominant
How do competitors rank vs my brand at each funnel stage?
Compare competitive positioning across TOFU, MOFU, and BOFU queries