Set Up Your Project
Choosing competitors
Pick the brands you actually compete against in AI answers — not just the ones your sales team lists.
In traditional search, competitors are whoever ranks for your keywords. In AI search, competitors are whoever AI models mention alongside you (or instead of you) in the same response. Those two lists are often different.
Competitors
Benchmarked daily across all selected AI models
| Brand | Visibility | Sentiment | Position |
|---|---|---|---|
K Kinsho AIYou | 62% | 71% | 1.9 |
C Competitor A | 54% | 58% | 2.3 |
C Competitor B | 41% | 49% | 2.7 |
C Competitor C | 28% | 52% | 3.4 |
C Competitor D | 14% | 38% | 4.1 |
How to pick your initial list
- Include the 3–5 brands your sales team hears most often in deals.
- Add 2–3 category leaders even if you don't directly fight them — AI models often mention them as anchors.
- Add any brand you've recently seen mentioned in an AI answer for a prompt you care about.
- Don't overdo it — 10–20 competitors is plenty to get signal without diluting dashboards.
Aliases for competitors
Just like your own brand, competitors need aliases. "HubSpot" and "Hub Spot" should resolve to the same entity. Kinsho auto-suggests aliases based on common spellings, but you can always add more.
Review quarterly
AI answers shift. Every quarter, look at which brands actually appeared next to yours and adjust — remove competitors that never show up and add the ones that keep surfacing unexpectedly.
Note
AI answers shift. Every quarter, look at which brands actually appeared next to yours and adjust — remove competitors that never show up and add the ones that keep surfacing unexpectedly.