Quick Answer: Competitors in FAII are the brands you want to compare yourself against. Add your direct competitors to see share of voice, head-to-head comparisons, and displacement events.
What You’ll Learn
How to add and manage competitors
How competitor data is used across FAII
Strategies for choosing the right competitors
Managing competitor limits
How Competitors Work in FAII Competitors are tracked across all your keywords:
Feature How Competitors Are Used Share of Voice Your mention % vs. theirs Head-to-Head Direct comparison on every keyword Displacement When positions change between you Competitive Gaps Keywords where they appear but you don’t AI Authority Rank Your competitive position component
Adding Competitors Manual addition
Go to Campaign > Settings > Competitors
Click Add Competitor
Enter the competitor’s brand name and website URL
Click Save
Auto-discovery FAII can automatically find competitors:
Go to Campaign > Settings > Competitors
Click Discover Competitors
FAII analyzes AI responses to find brands appearing alongside yours
Review suggested competitors
Click Add for the ones you want to track
From monitoring data As monitoring sessions run, FAII identifies brands that appear for your keywords. These are surfaced as competitor suggestions in your dashboard.
For each competitor, provide (or let FAII discover):
Field Required Purpose Brand name Yes How FAII identifies them in AI responses Website URL Recommended Used for SERP comparison Alternate names Optional Other names AI might use for them Industry Auto-detected Confirms competitive relevance
Alternate names Sometimes AI refers to brands by different names:
Abbreviations (“HubSpot” vs “HS”)
Full legal names (“HubSpot, Inc.”)
Common misspellings
Previous brand names
Adding alternate names ensures FAII catches all mentions.
Competitor Limits Plan Competitors Across Campaigns Starter 3 3 total Professional 10 10 total Enterprise Unlimited Unlimited
Choosing the Right Competitors Direct competitors Brands offering the same services to the same market:
Same industry and location
Same target customer
Same price range
Compete for the same keywords
Aspirational competitors Brands you want to compete with (larger, more established):
May dominate your keywords currently
Serve as benchmarks for your growth
Show what “great” looks like in your space
Emerging competitors New or growing brands that may become threats:
Recently appeared in AI responses
Growing mention frequency
Targeting your keywords
A mix of all three types gives the most useful competitive intelligence. Track 2-3 direct competitors, 1-2 aspirational, and 1-2 emerging.
Managing Competitors Removing competitors
Go to Campaign > Settings > Competitors
Click the × next to the competitor
Confirm removal
Historical data for that competitor is preserved but no new data is collected.
Replacing competitors If a competitor becomes irrelevant:
Remove the old competitor
Add the new one
New data starts from the next session
Competitor profiles Click any competitor to see their profile:
Overall mention rate across your keywords
Platform-by-platform breakdown
Sentiment when mentioned
Keywords where they appear most
Trend over time
Competitor Data Sources FAII tracks competitors through:
Source What It Captures Chat Intelligence When competitors are mentioned in AI responses SERP Intelligence When competitors rank for your keywords AI Overviews When competitors are cited in Google AI summaries Bot Visits When AI bots visit competitor pages (if you have access)
Tips
Don’t add too many - 5-8 competitors gives clear data; 20+ creates noiseReview quarterly - Competitors change; update your list regularlyWatch auto-discovery - FAII may find competitors you hadn’t consideredInclude indirect competitors - Sometimes non-obvious brands compete for your keywordsRemove irrelevant ones - If a competitor consistently doesn’t appear for your keywords, they may not be a true competitor in AI visibility
Related Articles
Adding Competitors Beginner’s guide to competitor selection
Head-to-Head Analysis Detailed competitor comparisons
