Quick Answer: FAII scans every AI response for brands mentioned alongside yours. When the same brand keeps appearing for your keywords, it’s flagged as a discovered competitor for you to review and optionally add to tracking.
How Discovery Works
- FAII monitors AI responses for all your tracked keywords
- Every brand mentioned (not just yours and tracked competitors) is logged
- Brands appearing repeatedly are flagged as potential competitors
- Discovered brands appear in Settings > Competitors > Discovered
What You’ll See
For each discovered competitor:| Field | Description |
|---|---|
| Brand name | As detected in AI responses |
| Mention count | How often they appear |
| Keywords | Which of your keywords trigger their mentions |
| Platforms | Which AI platforms mention them |
| First seen | When they first appeared |
Reviewing Discoveries
Add to tracking
If the discovered brand is a real competitor:- Click Add to start tracking them
- Enter their domain
- Add any brand variations
- They’ll appear in your next session’s competitive data
Dismiss
If the brand isn’t a relevant competitor:- Click Dismiss to remove from the discovery list
- They won’t appear again unless mention patterns change significantly
Common false discoveries
- Industry associations or standards bodies
- News outlets or review sites
- Very large brands in adjacent markets (e.g., Google, Amazon)
- Geographic mismatches (a competitor in a market you don’t serve)
When to Check
- After your first 2-3 sessions - Initial discovery is most valuable
- Monthly - New entrants appear over time
- After market changes - New product launches, mergers, etc.
Tips
- Don’t track everyone - Only add genuinely relevant competitors
- Watch for new entrants - A new brand appearing frequently may signal market changes
- Check dismissed brands periodically - Markets evolve; yesterday’s irrelevant brand may be today’s competitor
- Use discoveries to validate your keyword strategy - If unexpected brands appear, your keywords may be too broad
Related Articles
Adding Competitors
Manual competitor setup
Share of Voice
How competitors affect your market share