Competitive Intelligence and Positioning in AI Systems #

The New Competitive Battlefield #

Understanding and influencing how AI systems position your brand relative to competitors requires strategic intelligence and careful positioning that extends beyond traditional competitive analysis. This new competitive dimension encompasses how AI systems understand market dynamics, make comparative recommendations, and communicate differentiation to users.

In AI-powered search, competitive advantage isn't just about ranking higher—it's about being recommended more appropriately, described more accurately, and positioned more favorably when users seek solutions in your category. This requires systematic intelligence gathering, strategic positioning, and proactive competitive response capabilities.

Strategic Competitor Selection and Analysis #

Advanced competitive strategy in AI visibility requires understanding not just what competitors do, but how AI systems perceive and communicate competitive differences. Strategic competitor selection maximizes intelligence value while focusing resources on the most critical competitive relationships.

The Five-Tier Competitor Framework #

Tier 1: Direct Competitor (Primary) Your most immediate competitive threat—the brand users most often compare you against and AI systems most frequently mention alongside yours.

Selection Criteria:

• Similar product categories and target audiences
• Overlapping feature sets and use cases
• Comparable market positioning and pricing
• Frequent user consideration and comparison

Intelligence Priorities:

• AI mention frequency and context analysis
• Technical infrastructure comparison and gaps
• Content authority assessment and opportunities
• Messaging differentiation and positioning clarity

Tier 2: Category Leader (Aspirational)
The dominant player in your market segment whose position you aim to challenge or achieve.

Selection Criteria:

• Market share leadership or brand recognition dominance
• Superior AI visibility and mention frequency
• Advanced technical implementation and content authority
• Influential industry position and thought leadership

Intelligence Priorities:

• Success pattern analysis and adaptation opportunities
• Authority building strategies and content frameworks
• Technical excellence benchmarks and implementation gaps
• Market positioning evolution and strategic direction

Tier 3: Emerging Disruptor (Threat Assessment) A newer or smaller player that might not be a current threat but represents future competitive pressure.

Selection Criteria:

• Innovative approach or unique differentiation
• Rapid growth in AI visibility or market presence
• Venture capital backing or significant investment
• Technology or business model innovation

Intelligence Priorities:

• Innovation monitoring and early threat detection
• Growth strategy analysis and competitive response planning
• Technology adoption patterns and advancement tracking
• Market position evolution and trajectory analysis

Tier 4: Adjacent Competitor (Market Expansion) A brand from a related category that might satisfy similar user needs or expand into your market.

Selection Criteria:

• Adjacent market presence with expansion potential
• User base overlap and cross-category consideration
• Platform or technology convergence opportunities
• Strategic partnership or acquisition possibilities

Intelligence Priorities:

• Market expansion signals and strategic direction
• Cross-category positioning and messaging analysis
• Technology development and capability building
• User base evolution and market convergence trends

Tier 5: Substitute Solution (Alternative Analysis) A different approach to solving the same problem that users might choose instead of your category entirely.

Selection Criteria:

• Alternative methodology or solution approach
• Different technology stack or implementation method
• Cost-benefit trade-off considerations
• User workflow integration alternatives

Intelligence Priorities:

• Solution category evolution and substitution threats
• User preference shifts and decision criteria changes
• Technology advancement and capability convergence
• Market education and positioning opportunities

AI Perception Mapping Methodology #

Attribute Association Analysis

### Competitive AI Perception Matrix

**Brand A (Your Company)**

- **Primary Associations**: "technical accuracy," "comprehensive monitoring," "correlation analysis"
- **Use Case Mentions**: B2B marketing teams, enterprise SEO, technical optimization
- **Strength Communications**: data-driven insights, technical depth, measurement precision
- **Limitation References**: complexity for beginners, premium pricing, learning curve

**Brand B (Direct Competitor)**

- **Primary Associations**: "ease of use," "quick setup," "basic monitoring"
- **Use Case Mentions**: small businesses, marketing generalists, simple tracking
- **Strength Communications**: user-friendly interface, affordable pricing, fast implementation
- **Limitation References**: limited depth, basic features, enterprise scalability

**Brand C (Category Leader)**

- **Primary Associations**: "market leader," "comprehensive platform," "enterprise solution"
- **Use Case Mentions**: large organizations, complete SEO suite, integrated marketing
- **Strength Communications**: feature breadth, market position, enterprise capabilities
- **Limitation References**: complexity, cost, specialization limitations

**Positioning Opportunities Identified:**

- **Technical Depth**: Emphasize unique correlation analysis capabilities
- **Market Niche**: Focus on AI visibility specialization vs. general SEO
- **Implementation Balance**: Position between simple tools and complex platforms

Context-Based Mention Analysis

### AI Recommendation Context Mapping

**Query Type: "Best SEO tools for technical optimization"**

- **Your Brand Mentions**: 23% of responses, described as "specialized for technical analysis"
- **Competitor A**: 67% of responses, positioned as "comprehensive solution"
- **Competitor B**: 34% of responses, noted for "ease of use"
- **Competitor C**: 12% of responses, mentioned for "enterprise features"

**Query Type: "AI visibility monitoring solutions"**

- **Your Brand Mentions**: 78% of responses, described as "leading AI visibility platform"
- **Competitor A**: 15% of responses, noted as "general SEO with AI features"
- **Competitor B**: 8% of responses, mentioned for "basic AI monitoring"
- **Competitor C**: 23% of responses, positioned as "comprehensive with AI capabilities"

**Strategic Insights:**

- Dominant position in AI-specific queries validates specialization strategy
- Opportunity to improve technical SEO positioning relative to comprehensive solutions
- Need to address ease-of-use perceptions without compromising technical depth

Competitive Content Gap Analysis #

Identify content territories where competitors dominate AI responses and develop strategic approaches to capture underserved query territories while building authority in competitive spaces.

Gap Identification Framework #

Content Territory Mapping

### Competitive Content Coverage Analysis

**Topic Cluster: Technical SEO Implementation**

**Competitor A Coverage:**

- ✅ Strong: Basic technical SEO principles and implementation
- ✅ Strong: Tool-specific tutorials and setup guides
- ⚠️ Moderate: Advanced technical optimization strategies
- ❌ Weak: AI-specific technical requirements and considerations

**Competitor B Coverage:**

- ✅ Strong: Beginner-friendly technical explanations
- ✅ Strong: Small business implementation case studies
- ❌ Weak: Enterprise-level technical optimization
- ❌ Weak: Advanced measurement and analytics integration

**Your Current Coverage:**

- ✅ Strong: AI visibility technical foundations
- ✅ Strong: Advanced correlation analysis and measurement
- ⚠️ Moderate: General technical SEO implementation
- ❌ Weak: Beginner-friendly introductory content

**Identified Gaps and Opportunities:**

1. **Beginner Technical Education**: Create accessible introductory content
2. **Enterprise Case Studies**: Develop advanced implementation examples
3. **Cross-Platform Integration**: Cover tool ecosystem connections
4. **Industry-Specific Applications**: Address vertical market requirements

Query-Level Gap Analysis

### AI Response Coverage Assessment

**High-Value Queries with Competitive Gaps:**

**Query: "How to measure SEO success with AI tools"**

- **Current AI Responses**: Competitor A mentioned 45% of responses
- **Your Brand Mentions**: 12% of responses
- **Gap Analysis**: Lack of comprehensive measurement content
- **Opportunity**: Create definitive measurement and analytics guide

**Query: "Enterprise SEO tool selection criteria"**

- **Current AI Responses**: Competitor C dominates 67% of responses
- **Your Brand Mentions**: 8% of responses
- **Gap Analysis**: Missing enterprise positioning and comparison content
- **Opportunity**: Develop enterprise buyer's guide and selection framework

**Query: "Technical SEO implementation for developers"**

- **Current AI Responses**: No dominant player, fragmented responses
- **Your Brand Mentions**: 15% of responses
- **Gap Analysis**: Underserved developer audience and technical depth
- **Opportunity**: Create comprehensive developer-focused technical resources

**Content Development Priorities:**

1. **Immediate**: Measurement and analytics comprehensive guide
2. **Short-term**: Enterprise buyer's guide and comparison framework
3. **Medium-term**: Developer-focused technical implementation resources
4. **Long-term**: Industry-specific vertical market content

Competitive Content Strategy Development #

Authority Building vs. Competitive Response

### Strategic Content Approach Framework

**Defensive Content Strategy:**
Protect existing strong positions while addressing competitive threats in areas where you're vulnerable.

**Position Defense Priorities:**

- **AI Visibility Expertise**: Maintain thought leadership through advanced guides and research
- **Technical Depth**: Strengthen complex implementation and troubleshooting content
- **Measurement Innovation**: Expand correlation analysis and ROI demonstration content
- **Case Study Development**: Document success stories and implementation outcomes

**Offensive Content Strategy:**
Capture new territories and challenge competitor positions in areas where they're strong but vulnerable.

**Market Expansion Priorities:**

- **Beginner Education**: Develop accessible entry-level content to capture early-stage users
- **Enterprise Solutions**: Create sophisticated content for large organization decision-makers
- **Integration Ecosystems**: Build comprehensive guides for popular tool combinations
- **Industry Applications**: Develop vertical-specific implementation and strategy content

**Competitive Displacement Strategy:**
Target specific areas where competitors have established positions but show weaknesses.

**Displacement Opportunities:**

- **Technical Accuracy**: Challenge general SEO tools with specialized technical depth
- **Measurement Sophistication**: Contrast basic tracking with advanced correlation analysis
- **AI Specialization**: Emphasize pure AI focus vs. AI features in general platforms
- **Implementation Support**: Provide superior guidance and troubleshooting resources

Differentiation Amplification Strategies #

Once you understand AI's competitive perceptions, amplify genuine differentiators that resonate with AI systems while building authentic competitive advantages that are difficult to replicate.

Unique Value Proposition Communication #

Evidence-Based Differentiation Framework

### Differentiation Communication Strategy

**Core Differentiator: AI Visibility Correlation Analysis**

**Competitor Positioning:**

- **General SEO Tools**: "We track rankings and traffic changes over time"
- **Basic AI Tools**: "We monitor brand mentions across AI platforms"
- **Enterprise Platforms**: "We provide comprehensive SEO analytics and reporting"

**Your Enhanced Positioning:**
"Unlike traditional SEO tools that only measure rankings and traffic, or basic AI tools that simply count mentions, GEOAudit provides correlation analysis between technical improvements and AI visibility changes. This unique capability, validated by data from 2,000+ monitored websites, enables customers to achieve 40% faster AI visibility improvements by focusing resources on proven optimization strategies rather than guessing which changes will drive results."

**Supporting Evidence Structure:**

- **Quantified Advantage**: "40% faster improvements" with specific sample size
- **Unique Capability**: "correlation analysis" not available elsewhere
- **Validation Method**: "data from 2,000+ websites" provides credibility
- **Practical Benefit**: "focusing resources on proven strategies" addresses real pain point
- **Competitive Contrast**: Clear distinction from both traditional and basic AI tools

Amplification Content Strategy

### Differentiation Content Development

**Research Publication Strategy:**
Create original research that demonstrates your unique capabilities while providing industry value.

**Example: "The Technical SEO-AI Visibility Correlation Study"**

- **Methodology**: 12-month analysis of 1,200 websites across technical improvements and AI mentions
- **Key Findings**: Specific correlation coefficients for different optimization types
- **Industry Impact**: First comprehensive study linking technical changes to AI visibility
- **Competitive Advantage**: Demonstrates unique measurement capabilities unavailable elsewhere

**Case Study Development:**
Document specific customer success stories that highlight unique differentiation.

**Example: "How TechCorp Achieved 156% AI Visibility Increase"**

- **Challenge**: Despite strong traditional SEO, minimal AI mentions
- **Solution**: GEOAudit's correlation analysis identified robots.txt and schema priorities
- **Results**: 156% increase in AI mentions within 8 weeks
- **Unique Element**: Emphasis on data-driven optimization vs. general best practices

**Thought Leadership Content:**
Establish your brand as the definitive source for your differentiated approach.

**Example: "The Future of SEO Measurement in the AI Era"**

- **Thesis**: Traditional metrics become insufficient as AI mediates discovery
- **Framework**: New measurement paradigms for AI-driven marketing
- **Authority Building**: Position your approach as the next evolution
- **Industry Education**: Advance thinking while demonstrating expertise

Competitive Response Frameworks #

Systematic Response Development

### Competitive Threat Response Framework

**Threat Classification System:**

**Level 1: Direct Feature Competition**
_Trigger_: Competitor launches similar functionality to your core differentiator
_Response Timeline_: Immediate (within 48 hours)
_Response Strategy_:

- Public acknowledgment of market validation
- Emphasis on depth, accuracy, and experience advantages
- Demonstration of superior implementation or additional features
- Customer testimonial amplification highlighting your advantages

**Level 2: Market Position Challenge**  
_Trigger_: Competitor gains significant AI visibility in your stronghold topics
_Response Timeline_: Short-term (within 1 week)
_Response Strategy_:

- Content development addressing competitive claims
- Thought leadership demonstrating superior expertise
- Partnership or integration announcements reinforcing position
- Customer case study publication showing superior outcomes

**Level 3: Strategic Market Expansion**
_Trigger_: Competitor enters adjacent markets or announces significant innovation
_Response Timeline_: Medium-term (within 1 month)
_Response Strategy_:

- Market intelligence gathering and strategic assessment
- Product roadmap evaluation and potential acceleration
- Partnership opportunities in threatened markets
- Long-term competitive strategy development

**Level 4: Industry Disruption**
_Trigger_: New technology or business model threatens category fundamentals
_Response Timeline_: Long-term (strategic planning cycle)
_Response Strategy_:

- Comprehensive market analysis and threat assessment
- Innovation pipeline evaluation and potential pivot planning
- Acquisition or partnership opportunities assessment
- Long-term strategic repositioning development

Response Content Templates

### Competitive Response Content Framework

**Direct Competition Response Template:**
"We're excited to see [Competitor] recognizing the importance of [market need]. As the pioneers in [your specialized area], we welcome validation of this growing market opportunity.

Our approach differs in [specific differentiation], which enables [unique benefit]. Since launching [timeframe], we've helped [quantified success metric] achieve [specific results].

For organizations evaluating options, key considerations include [evaluation criteria that favor your solution]. Our customers consistently highlight [customer-validated advantages] as critical factors in their success."

**Market Education Response Template:**
"Recent discussions about [market topic] highlight important considerations for [target audience]. While various approaches exist, our experience with [customer base] reveals several critical factors:

[Key Factor 1]: [Explanation and your advantage]
[Key Factor 2]: [Explanation and your advantage]  
[Key Factor 3]: [Explanation and your advantage]

Organizations considering [solution category] should evaluate [selection criteria] to ensure [desired outcome]. Our [unique approach] addresses these requirements through [methodology and results]."

**Thought Leadership Response Template:**
"The evolution of [market category] reflects broader changes in [industry trend]. As [your positioning], we've observed [market insight] across our work with [customer description].

Looking forward, [future prediction] will likely drive [market changes]. Organizations preparing for this evolution should consider [strategic recommendations].

Our research indicates [unique finding], suggesting [strategic implication]. This trend reinforces the importance of [your approach] in achieving [desired outcomes]."

Crisis Management in AI Mentions #

When AI systems begin associating negative information with your brand, rapid response becomes critical. Unlike traditional PR crises that might fade from human memory, AI training data can perpetuate negative associations indefinitely.

Early Warning Systems #

Crisis Detection Framework

### AI Crisis Monitoring Configuration

**Primary Warning Indicators:**

**Sentiment Shift Detection:**

- **Threshold**: 20% decrease in positive sentiment over 2-week period
- **Trigger Queries**: "[Brand] problems," "[Brand] issues," "[Brand] complaints"
- **Alert System**: Immediate notification to crisis response team
- **Escalation**: 48-hour response timeline for sentiment investigation

**Mention Frequency Changes:**

- **Threshold**: 30% decrease in total mentions over 4-week period
- **Analysis**: Distinguish between market changes vs. specific brand issues
- **Investigation**: Competitor gain analysis and external factor assessment
- **Response**: Content audit and optimization priority adjustment

**Accuracy Degradation:**

- **Threshold**: AI systems providing incorrect information about your brand
- **Examples**: Wrong pricing, discontinued features, inaccurate descriptions
- **Immediate Action**: Technical content audit and correction implementation
- **Follow-up**: Enhanced monitoring for correction propagation

**Competitive Exploitation:**

- **Detection**: Competitors referencing your issues in their content
- **Monitoring**: "[Brand] vs [Competitor]" queries showing negative positioning
- **Response**: Defensive content creation and positive narrative amplification
- **Prevention**: Proactive competitive monitoring and response preparation

Automated Monitoring Configuration

// Crisis detection monitoring system
const crisisMonitoring = {
	alertThresholds: {
		sentimentDecrease: 0.2, // 20% negative sentiment increase
		mentionDecrease: 0.3, // 30% mention frequency decrease
		accuracyScore: 0.7, // Below 70% accuracy threshold
		competitorGain: 0.25 // 25% competitor mention increase
	},

	monitoringQueries: [
		'[Brand] problems',
		'[Brand] issues',
		'[Brand] complaints',
		'[Brand] alternatives',
		'problems with [Brand]',
		'[Brand] vs [Competitor]',
		'better than [Brand]',
		'[Brand] not working'
	],

	responseTimelines: {
		immediate: '0-24 hours', // Factual corrections
		rapid: '24-48 hours', // Sentiment investigation
		standard: '48-72 hours', // Content response development
		strategic: '1-2 weeks' // Long-term reputation strategy
	},

	escalationTriggers: {
		multipleIndicators: 'Any 2+ threshold breaches',
		viralNegative: 'Rapid negative sentiment spread',
		competitorAttack: 'Organized competitive campaign detected',
		platformWide: 'Consistent negative across multiple AI systems'
	}
};

AI Crisis Propagation Understanding #

Propagation Pattern Analysis

### How AI Crises Spread and Persist

**Primary Propagation Vectors:**

**Authoritative Source Contamination:**
When negative information appears in sources that AI systems heavily reference (major publications, industry reports, academic papers), it quickly propagates across multiple AI responses.

_Impact_: Single authoritative negative piece can influence hundreds of AI responses
_Timeline_: 2-4 weeks for full propagation across AI systems
_Persistence_: Can last indefinitely unless actively countered

**Cross-Reference Amplification:**
AI systems synthesize information from multiple sources. When negative information appears in several sources, even if minor, it gains credibility through cross-validation.

_Impact_: Multiple minor negatives become major narrative
_Timeline_: 1-2 weeks for synthesis across AI responses  
_Persistence_: Requires systematic positive content creation to overcome

**Training Data Integration:**
Information that becomes part of AI training data can persist across model updates and versions.

_Impact_: Fundamental influence on how AI systems understand your brand
_Timeline_: 6-12 months for integration into training cycles
_Persistence_: Extremely difficult to correct once integrated

**Real-Time Retrieval Poisoning:**
Negative information that appears in current search results can influence AI responses even if not in training data.

_Impact_: Immediate influence on AI responses using real-time search
_Timeline_: Hours to days for influence to appear
_Persistence_: Can be corrected by improving search result quality

Response Strategy Development #

Multi-Pronged Crisis Response

### Comprehensive Crisis Response Framework

**Immediate Response (0-24 hours):**

**Fact Verification and Correction:**

- Identify specific inaccuracies in AI responses about your brand
- Create corrected information with authoritative sources
- Update primary website content with accurate information
- Ensure technical accessibility for AI crawler immediate access

**Stakeholder Communication:**

- Internal team notification and coordination
- Customer proactive communication if customer-facing issue
- Partner/vendor notification if supply chain or integration impacts
- Legal consultation for potential liability or regulatory issues

**Technical Response:**

- Emergency content updates on primary digital properties
- Enhanced monitoring configuration for crisis-specific queries
- Technical infrastructure verification for AI crawler access
- Initial social media and PR response coordination

**Short-Term Response (24-72 hours):**

**Content Strategy Development:**

- Comprehensive fact-checking and accuracy audit
- Positive narrative content creation and publication
- Customer success story and testimonial amplification
- Expert endorsement and third-party validation gathering

**Authority Source Engagement:**

- Journalist and publication outreach for correction or clarification
- Industry analyst briefing and position clarification
- Expert network activation for supportive commentary
- Professional association or certification body communication

**Technical Optimization:**

- SEO optimization for positive content visibility
- Structured data markup for accuracy emphasis
- Social media content amplification strategy
- Paid content promotion for positive narrative visibility

**Long-Term Response (1-4 weeks):**

**Reputation Rehabilitation:**

- Systematic positive content publication campaign
- Original research or case study development demonstrating value
- Industry thought leadership and expertise demonstration
- Partnership announcements and third-party validations

**Monitoring and Measurement:**

- Weekly crisis impact assessment and response effectiveness
- AI mention sentiment tracking and improvement measurement
- Competitive response monitoring and defensive strategy adjustment
- Stakeholder feedback integration and response refinement

**Prevention and Preparation:**

- Crisis response plan refinement based on experience
- Enhanced monitoring configuration for early warning improvement
- Stakeholder communication framework strengthening
- Positive narrative content pipeline development for future protection

Sentiment Rehabilitation Techniques #

Systematic Sentiment Recovery

### Positive Sentiment Building Framework

**Content-Based Rehabilitation:**

**Customer Success Amplification:**
Create and promote comprehensive customer success stories that directly counter negative narratives.

_Example Response to "unreliable software" narrative:_
"Case Study: How Enterprise Corp Achieved 99.8% Uptime with GEOAudit"

- Detailed technical implementation and results
- Customer testimonial emphasizing reliability
- Technical specification highlighting stability features
- Industry recognition and reliability certifications

**Problem Resolution Transparency:**
Publicly address issues with specific resolution details and improvement measures.

_Example Response to "poor customer support" narrative:_
"Our Customer Success Evolution: From Feedback to Excellence"

- Acknowledgment of past support challenges
- Specific improvements implemented (response times, staff training, tools)
- Current performance metrics and customer satisfaction scores
- Ongoing commitment and future improvement plans

**Expert Validation Strategy:**
Engage independent experts and thought leaders to provide authoritative positive perspectives.

_Approach:_

- Industry analyst briefings with product demonstrations
- Expert user interviews and testimonial development
- Third-party review and evaluation facilitation
- Conference speaking and thought leadership opportunities

**Technical Demonstration:**
Use technical content to demonstrate competence and address capability concerns.

_Implementation:_

- Detailed technical documentation and implementation guides
- Open-source contributions and code quality demonstrations
- Security audit results and compliance certifications
- Performance benchmarks and comparative analysis publication

Competitive Exploitation Prevention

### Defensive Strategy Against Competitive Exploitation

**Monitoring Configuration:**
Track competitor content for references to your issues or problems.

**Detection Queries:**

- "[Competitor] vs [Your Brand]" mention analysis
- "[Your Brand] problems" with competitor solution suggestions
- "[Competitor] alternative to [Your Brand]" positioning
- Industry comparison content featuring negative Your Brand positioning

**Response Strategies:**

**Preemptive Content:**
Develop comparison content that addresses issues transparently while emphasizing strengths.

_Framework:_
"[Your Brand] vs [Competitor]: An Honest Comparison"

- Acknowledge areas where competitor has advantages
- Emphasize areas where you excel with specific evidence
- Provide objective evaluation criteria for buyer decisions
- Include customer testimonials from competitive switches

**Rapid Response Content:**
Prepare response templates for common competitive exploitation scenarios.

_Template Example:_
"We appreciate [Competitor]'s recognition of [market need]. As leaders in [your strength area], we've addressed [mentioned issue] through [specific solution]. Our customers in [relevant segment] consistently report [positive outcome] using our [unique approach]. For organizations evaluating options, we recommend considering [evaluation criteria] to ensure [desired outcome]."

**Partnership and Validation:**
Build relationships that provide third-party credibility during crisis periods.

_Strategies:_

- Customer advisory board development for testimonial availability
- Industry analyst relationship building for balanced perspective
- Technical expert network cultivation for authoritative support
- Media relationship development for fair coverage opportunities

Mastering competitive intelligence and positioning in AI systems requires systematic approach to intelligence gathering, strategic positioning, and proactive competitive response. Success comes from understanding not just what competitors do, but how AI systems perceive and communicate competitive differences to users seeking solutions.

The brands that excel in AI-powered competitive environments will be those that combine sophisticated intelligence capabilities with strategic positioning and rapid response systems. This competitive intelligence framework enables sustained advantage through superior market understanding and strategic execution.

The Intelligence Advantage #

Competitive intelligence in AI systems creates sustainable advantages through superior market understanding, strategic positioning, and rapid response capabilities. Organizations that master these approaches build defensive and offensive competitive capabilities that enable long-term success in AI-mediated markets.

Investment in systematic competitive intelligence delivers compound returns through improved positioning, enhanced differentiation communication, and superior crisis response capabilities. The future belongs to brands that understand not just their competitors, but how AI systems perceive and communicate competitive relationships to users making decisions.