Why competitors matter
Competitors provide benchmarks for your AI visibility and help define your ambition level. They also give your metrics meaningful perspective. Seeing 15% visibility becomes much more actionable when you know competitors achieve 45% for the same prompts — this shows both the opportunity size and what’s achievable in your market. Adding competitor brands helps you:- Set realistic benchmarks: Understand achievable visibility levels in your industry.
- Define ambition levels: Decide whether to match, exceed, or dominate competitive performance.
- Identify opportunities: Spot prompts where competitors consistently outperform you.
- Track market shifts: Monitor new players gaining traction or established brands losing ground.
Set up competitors
Navigate to Brands in your sidebar to add competitors through automatic suggestions or manual entry.Accept competitor brand suggestions
We detect brands mentioned alongside yours and suggest them when they appear at least twice. In the top section of Brands page, you’ll see Suggested Brands:- Each suggestion shows mention count across your prompts.
- Track: Click to add as a tracked competitor.
- Reject: Click to dismiss if not relevant.
Manually add competitors
How to add:- Click Add Brand button in the top-right.
- Enter Display Name for how you want the brand to appear in your dashboard (not used for matching).
- Add Tracked Name for the term Peec AI will use to identify this brand in AI responses. Only the tracked name and its aliases are matched, not the display name.
- Add Domain for their main website (optional).
- Add Regular Expression for advanced pattern matching if needed (optional).
- Click Create to save.
Manage Competitors
After adding competitors, you can refine their settings for accurate tracking. Click any competitor to access their detail page or go to Brands page in your sidebar. You can also do this for your own brand.Brand detail page
You can modify these settings for any tracked brands:- Display Name: How the competitor appears in your analysis and dashboards. Customize this for clarity without affecting tracking.
- Tracked Name: The term Peec AI searches for in AI responses. This should be the shortest, unique version of the brand name that AI models typically use. This isn’t case-sensitive.
- Aliases: Alternative spellings, abbreviations, or variations that should count as mentions of this brand.
- Advanced: Regular Expression: Set pattern matching for complex detection scenarios. Use this when simple name matching isn’t sufficient. This is case-sensitive.
- Domain: Website domain used to classify sources as “You” or “Competitor” in your analysis. Add alternative domains if the brand uses multiple websites.
- Color: Custom color for visual identification in graphs and dashboards. Find the color picker next to the brand’s logo.
Control what counts as a brand mention
Use the tracked name, aliases, and RegEx fields to control what Peec considers a valid brand mention.Basic naming
Start with the shortest unique brand name. For example, use “BMW” not “BMW Deutschland,” “HubSpot” not “HubSpot, Inc.,” or “Slack” not “Slack Technologies.” Focus on how people actually refer to the brand in conversation, not official company names.Adding aliases
Check recent chats to see how AI models reference competitors, then add abbreviations, alternative spellings, or partial names as aliases. This keeps tracking accurate as language patterns change.Advanced RegEx
Use RegEx for complex cases. Some brands need advanced pattern matching:- Dictionary words like “Apple” or “Orange” that appear in non-brand contexts.
- Case sensitivity to distinguish “US” (country) from “us” (pronoun).
- Context requirements for specific sentence positions.
Simple RegEx examples:
(Apple|APPLE)→ Match only capitalized versions.(Apple\\s)→ Match complete word “Apple”, not part of “pineapple.”