In Genezio, competitors are the brands that appear in the answers of answer engines together with the analyzed brand. Genezio finds them automatically, and you can change the list so that it shows your real market. When answer engines answer questions, they frequently recommend or compare many products or services of the same category. Genezio automatically finds these brands and classifies them as competitors. Genezio monitors competitors at the brand level. Each brand that you create in Genezio has its own competitor landscape. For a company with many products, the product model is thus important:
  • Each product has different competitors and its own brand presence: make a separate brand for each product. This gives the clearest view.
  • The parent brand is strong, but the products do not have independent brand recognition: make one brand with Master Filters.
For the full decision, refer to Companies with many products in Brands. When you monitor competitors, you understand the position of your brand in relation to the alternatives in the answers of answer engines.

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Automatic competitor detection

Genezio automatically finds competitor brands when it analyzes conversations. Genezio finds competitors when:
  • A response of an answer engine recommends many products
  • The same answer mentions many brands
  • The answer compares products with each other
  • The cited sources of the answer engine mention competing brands
For example, a conversation asks about tools that manage customer relationships. The answer engine can mention many products in the same answer. Genezio automatically extracts these brands and monitors them as competitors. Genezio aggregates these mentions across many conversations. Thus, it makes a competitor landscape for each topic.

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Competitors across topics

The competitors can change with the analyzed topic. For example, a brand can compete with different products for different user intents or scenarios. Examples:
  • Topic: CRM for startups
  • Topic: marketing automation platforms
The set of competitors in the answers can be different for these topics. This helps organizations to understand how answer engines interpret the competitive landscape for different problems.

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Manage competitors

Competitor detection is automatic. But users can change the competitor list to show their market better. Genezio lets users do these operations.

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Promote competitors

Genezio can find a relevant competitor that has a weak presence in the data. In this case, users can promote the brand. Then, the analysis uses it as a primary competitor.

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Demote competitors

Sometimes answer engines mention brands that are not real competitors. Users can demote these brands. Then, the competitive analysis gives them less importance.

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Merge competitors

Different names or variants of a name can refer to the same brand. For example, a brand can appear with small differences in its name in different responses. Genezio lets users merge competitor entries. Then, all mentions are under one brand. This keeps the analysis consistent across conversations.

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Attach competitors to your brand

Sometimes a competitor that Genezio found is really a part of the analyzed brand. Examples:
  • Sub-brands
  • Acquired companies
  • Product lines of the same organization
Users can attach these entities to their brand. Then, Genezio uses them as a part of the same brand, and not as a competitor.

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Competitors in the analysis

After Genezio finds competitors, it uses them in all of the platform to make insights. Competitor data is the base for metrics such as:
  • Comparisons of AI Recommendations and Visibility
  • Share of Voice
  • Competitive positioning in AI answers
  • Brand presence for each topic
Thus, teams see how frequently their brand appears. They also see which brands control the conversation.

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Competitors in the interface

Competitors appear in many parts of the Genezio interface, such as:
  • Topic analysis views
  • Visibility comparisons
  • Conversation details
  • Citation analysis
Users can examine how competitors appear in specific conversations and which sources mention them. Where a competitor appears, you can open its SWOT drawer in the same place. The drawer compares your brand directly with that competitor. It has an overview of the comparison that AI wrote. It also shows the products of the competitor and the products that answers mention together with them. Refer to SWOT Analysis. To test how answer engines compare your brand with selected competitors, use the Comparer agent.

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Why competitor analysis is important

AI assistants have a larger and larger effect on how users find and compare products. When you know which brands appear together with your brand, you can answer questions such as:
  • Which competitors does AI recommend most frequently?
  • Which competitors control specific topics?
  • Which sources mention competitors but not your brand?
These insights help organizations to find opportunities to increase their AI Recommendations and Visibility.

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Next steps

To see how Genezio changes competitor data into measurable insights of AI visibility, refer to:

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Competitors in the public API

The public API reads and changes competitors. Refer to List competitors.