How to compare your brand’s AI visibility with competitors

If your brand appears in Google but not in AI answers, compare it directly with the brands that do. This guide shows how to build a fair prompt set, record which competitors are cited, calculate AI search share of voice, and verify changes over time.

1. Define the comparison before you search

Start with a focused list of 10 to 20 prompts that a potential customer might ask. Group them by the buying journey: The deciding factor among tech products is whether they support this exact workflow.

• Problem: “How do I monitor technical SEO issues?”
• Category: “What are the best AI visibility tools?”
• Comparison: “Which SEO monitoring products compare competitors?”
• Action: “How can I track mentions in ChatGPT?”

Use the same prompts for your brand and every competitor. Avoid prompts that include your company name, because they measure recognition rather than discovery.

Create a simple table with these columns:

Prompt	Model	Your brand mentioned	Competitors mentioned	Position	Citation or recommendation

Run each prompt in the same models and record the date. AI answers can change, so a single response is only a snapshot. This is the foundation of reliable AI search competitor benchmarking.

For a broader evaluation, connect the exercise to AI visibility products or an AI search share of voice tool that stores recurring results.

2. Find which competitors are cited by AI

Run each prompt without leading the model toward a preferred answer. Then record:

1. Whether your brand appears.
2. Which competitors appear.
3. Whether each brand is cited as a source, recommended directly, or merely mentioned.
4. The order and prominence of each result.
5. The page or topic associated with the mention, when visible.

This is how to find competitors cited in AI answers without relying on memory. For example, suppose you sell an SEO monitoring product. Across 20 prompts, your brand appears in four answers, Competitor A in 12, and Competitor B in eight. If answers contain five brand positions on average, also record whether your brand appears first, in the middle, or at the end.

Treat citations and recommendations separately. A brand can be cited as evidence without being recommended as the best option. That distinction makes your AI visibility competitor analysis more useful.

A tracking dashboard can reduce manual work. Scanora AI checks prompts across ChatGPT, Claude, Perplexity, Gemini, and Google AI Overviews, then benchmarks your brand against competitors.

3. Calculate share of voice and choose an action

Use a basic share-of-voice calculation:

Brand share of voice = your weighted appearances ÷ total weighted appearances × 100

For a simple version, count every appearance equally. For a more useful version, assign higher weight to first position and direct recommendations, then lower weight to passing mentions.

Example:

• Your brand: 4 appearances
• Competitor A: 12 appearances
• Competitor B: 8 appearances
• Total: 24 appearances

Your basic share is 16.7%. If your brand appears only for action prompts, your next content priority may be category and comparison pages rather than more bottom-funnel material.

Use SEO monitoring products when you also need to compare traditional rankings, keyword movement, and AI visibility in one workflow. Keep the decision narrow: choose the prompt groups where a competitor has the largest lead, then improve the pages and evidence most relevant to those questions. A Generative Engine Optimization products view can help when the work specifically concerns content being surfaced in generated answers.

4. Verify the result after changes

Do not assume a content update worked because one model gives a better answer. Re-run the same prompts after a consistent interval and compare:

• Mention rate
• Recommendation rate
• Average position
• Citation frequency
• Competitor share of voice
• Results by model and prompt group.