Ali Fakhar
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How to do competitor analysis with AI

  • Level: Beginner
  • A few hours to set up

Ali Fakhar · Updated: Sept 2026

The short answer

Pick the competitors buyers really compare you with and a fixed set of questions, save their key pages as text, and run the same prompt on each so the answers line up. Check every answer against the saved page, then turn the gaps into positioning, content and sales decisions.

On this page

At a glance

The marketing problem
Competitor research is often a folder of screenshots nobody updates. A fixed set of questions, run the same way each quarter, shows how rivals position themselves and where your message is interchangeable with theirs.
Who this is for
Product marketers, founders and marketing leads preparing positioning, battlecards or a quarterly review.

What you need

Before you start

  • A short list of competitors that buyers actually compare you with
  • A fixed list of comparison questions agreed with sales
  • A way to save web pages as text with the date captured

What goes in

  • Each competitor’s homepage, pricing, product and customer-story pages
  • Public reviews that mention the competitor
  • Your own pages, answered with the same questions

How it works

  1. 01 · You decideChoose competitors and questions
  2. 02 · ToolSave the pages as text
  3. 03 · AI stepRun the same prompt for each competitor
  4. 04 · You decideVerify and interpret
  5. 05 · OutputCompare and decide
  • Tool
  • AI step
  • You decide
  • Output

Step by step

  1. 01 You decide

    Choose competitors and questions

    Ask sales which alternatives come up in deals. Write the questions you will ask of every competitor: who they target, what they promise, what proof they show and how they price.

  2. 02 Tool

    Save the pages as text

    Copy each competitor’s key pages into a document with the URL and capture date. Working from saved text keeps the analysis checkable and stops the model guessing.

  3. 03 AI step

    Run the same prompt for each competitor

    Use one prompt, unchanged, for every competitor and for your own site, so the answers can sit side by side.

    Prompt to copy

    Using only the page text below from [competitor], answer these questions: [paste your questions]. For each answer, quote the sentence it comes from. If the pages do not answer a question, write “not stated”. Do not use anything you know about this company from elsewhere. Page text: [paste]

  4. 04 You decide

    Verify and interpret

    Check each answer against its quote. Mark where competitors say the same thing, where one is clearly different, and where your own message is interchangeable with theirs.

  5. 05 Output

    Compare and decide

    Turn the verified answers into a comparison table and a short list of decisions for positioning, content and battlecards.

    Prompt to copy

    Here are verified answers for [competitors] and for us. Build a comparison table with one row per question. Then list: claims every competitor makes, claims only one makes, and questions where our answer is weaker or missing. Describe the differences only; do not recommend a strategy. Verified answers: [paste]

Where a person decides

A marketer verifies each finding on the saved page and decides what changes in positioning or sales material.

What to watch for

  • Models may fill gaps from out-of-date training data; restrict them to the saved pages.
  • Pricing and packaging change often, so date every capture.
  • Public pages show claims, not how well the product delivers.

How to tell it is working

  • Each cell in the comparison links to a saved page and a date.
  • Sales confirms the findings match what they hear in deals.
  • The same prompt, run next quarter, shows what changed.

An illustrative example

Input

Illustrative: homepage, pricing and customer-story pages for three fictional project-management tools, plus your own.

Output

A comparison table (audience, main promise, proof, pricing model) and a note that all three competitors lead with the same speed claim, which leaves room for a different angle.

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