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The Competitors page gives you a side-by-side view of how your brand and your competitors appear across AI platforms. Pharos tracks the same prompts for all competitors you add, calculates their visibility and sentiment scores in parallel with yours, and surfaces the areas where competitors are outperforming you and why.

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Adding competitors

1

Open the Add Competitor dialog

Click Add Competitor in the top-right corner of the Competitors page.
2

Enter competitor details

Type the competitor’s name and optionally their domain. Pharos uses the domain to fetch a logo and to scope citation tracking correctly.The dialog also shows AI-suggested competitors — brands that Pharos detected in AI responses during your analyses. You can add all suggestions at once with a single click.
3

Save

Click Add. The competitor appears in the chip strip below the page header. Their scores will populate after the next analysis run completes.
Each account has a maximum number of tracked competitors. If you have reached the limit, the Add Competitor button is disabled. Remove an existing competitor before adding a new one.
Newly added competitors show a Pending badge in the chip strip until their first analysis run completes. Click any chip to navigate directly to that competitor’s profile page.

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Visibility Scores chart

The Visibility Scores chart shows the latest visibility score for your brand and all tracked competitors. Use the toggle in the chart header to switch between views:
  • Bar — a ranked bar chart comparing all entities at a point in time
  • Trend — a line chart showing visibility score over time for all entities, useful for spotting momentum shifts
Only competitors that have been mentioned in at least one AI response appear in the chart. Competitors with no AI mentions are tracked but not shown until data exists.

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Sentiment Scores chart

The Sentiment Scores chart follows the same bar / trend toggle pattern and shows how AI platforms describe each competitor’s brand. A higher sentiment score means AI platforms tend to use more positive language when mentioning that brand.

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Sentiment distribution

The Sentiment Distribution panel breaks each competitor’s sentiment down into positive, neutral, and negative mention counts. This gives a more granular picture than the aggregate sentiment score — a competitor might have a high average score but a significant tail of negative mentions that the average masks.

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Competitive gap analysis

The competitive gap card identifies topics where competitors outrank you by the largest margin. For each topic, it shows:
  • Your visibility score
  • The leading competitor’s visibility score
  • The gap between them
Start with the highest-gap topics to find the content areas where a targeted investment is most likely to close the ranking distance.

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Content gaps

The Content Gaps card surfaces topics and questions that competitors are being cited for, but where your brand has little or no presence. These represent areas where creating or updating content could improve your AI visibility. Content gaps are derived from the response data Pharos collects — if a competitor is consistently mentioned for a topic cluster and you are not, that cluster appears here as an opportunity.

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Competitor profile

Click any competitor chip, or click through from the Competitive Gap card, to open that competitor’s profile page. The profile shows:

Visibility trend

The competitor’s daily visibility score over time, with your brand overlaid for comparison.

Sentiment breakdown

Positive, neutral, and negative sentiment distribution for this competitor specifically.

Topic rankings

How this competitor ranks across each of your tracked topic categories, and where you rank for the same topics.

Top cited pages

The competitor’s pages that AI platforms reference most often, giving you insight into what content earns citations.

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Competitor comparison

To compare multiple competitors side by side, use the Pick to compare button in the page header.
1

Select competitors to compare

Click Pick to compare to open the comparison picker. Check the competitors you want to include. You can search by name if you have many competitors.
2

Open the comparison view

Click Compare to navigate to the comparison page. The number badge on the button shows how many competitors you have selected.
3

Review the side-by-side analysis

The comparison page displays visibility scores, sentiment scores, and topic rankings for all selected competitors in parallel columns, making it straightforward to spot who leads in which area.

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Export

Click Export CSV in the page header to download a report containing:
  • Your full competitor roster with visibility scores and domains
  • Sentiment distribution breakdown (positive / neutral / negative counts) for each competitor over the last 30 days