By Daniel Espejo, Founder & CEO at Omnia. 20 August 2025

Table of Contents

1. Introduction: Why AI visibility matters
   
   

2. Competing is not enough: the new playing field
   
   

3. How AI search engines work
   
   

4. Strategies to displace your competition
   
   

   • Create content that becomes a reference

   • Place your brand in trusted sources

   • Replace your competitor with something better
     
     
     

5. Common mistakes when aiming for AI visibility
   
   

6. Conclusion: From competitor to benchmark

From Competitor to Benchmark: How to displace your competition on AI engines

When someone asks a question on ChatGPT, Perplexity, Gemini... the AI doesn't just open Google. It goes through dozens of sources in a few seconds, analysing each one of them. It then decides which are the most reliable, relevant and coherent to build a response.

In the process, your brand may appear... or it may be ignored. Most importantly, if your competitors are featured in the response, they're influencing the conversation while you're left out, resulting in: less visibility = less growth.

The good news is that there are ways to go from being just one more to becoming a reference. Let's take it step by step.

What does "being a benchmark" in AI engines mean?

In Google, being a benchmark has always meant being on the first page. In AI it is different:

• Position doesn't exist. Either you appear in the answer, or not.

• It's not just about the domain. A mention in a forum, a PDF report or a small niche article can weigh as much as your company's official website.

• Context. Being cited as a positive example is not the same as being cited as a warning.

So when we talk about displacing the competition, it is not just a matter of "taking a place", but of occupying the space where the AI is using it as a reference. As a general rule, AI responses usually name several brands, so being one of them is a must, then we displace the competition to put ourselves one position ahead.

How to detect where the AI is relying on to respond

The first step is to find out what sources AI is relying on in your industry.

• Ask ChatGPT, Gemini or Perplexity about your product or service.

• See which brands, media, blogs or forums are featured.

• Using analytics tools (such as Omnia) identify how many times each source is cited, where they come from and how it changes depending on the AI engine.

At this point there are often surprises:

• Student forums that end up influencing an MBA decision.

• Reviews on Trustpilot that the AI interprets as authoritative.

• Small blogs that have managed to explain a technical topic well.

Unlike Google and its positioning, the key is that your competition does not always shine because it has more budget, but because it is in the sources that the AI considers reliable. This means that you don't need a budget to be more visible than your competition, you simply need to have the right tool and strategy.

Three moves to displace your competition and position yourself ahead.

1. Replace their content

• If your competitor appears in an industry report, create a more up-to-date and comprehensive one.

• If they have reviews on a niche portal, work on generating reviews of your own that provide more value.

2. Appear in the same places

• If there is already a technical blog or specialised media where your competitor has a presence, try to be there too.

• Do it with a different approach: more practical, with clear examples, and a structure optimised for AI reading.

3. Expand references

• Don't just copy what they already do. Open the way to new sources that the AI can index tomorrow: podcasts, newsletters, collaborations in professional communities, forums, reviews...

• The more pieces you bring to the table, the more likely it is that the AI will choose you.

As you already know, there are specialised tools like Omnia with which you can map all the sources in a matter of seconds, thus finding out: who is your competition, where do they appear and how, in what context, and why. With all the information, you can start working on your strategy and position yourself above the competition.

Common mistakes when trying to gain visibility on AI

• Thinking only about traditional SEO. Optimising for Google helps, but in our analyses with Omnia, the overlap between the sources used by AI and the first page of Google is between 10–15%. This means that most of the citations come from pages that are not visible in Google's top 10. 

• Overvaluing big media. It's not all about appearing in Forbes or the best national newspaper. Often, a small niche forum carries more weight in a generative response.

• Forgetting the freshness of content. The AI prioritises fresh and up-to-date information. If your website or your mentions are outdated, even if you have authority, you run the risk of being left out of the responses. It's not enough to post on a couple of sites and forget about it. AI now analyses in real time. So it is important to be consistent and provide value.
  
  
  

Examples by sector

B2B SaaS

A software startup notices that their competitor appears on GitHub forums. They start publishing practical, well-documented guides, and within six months the AI starts quoting them instead of the competitor.

Fashion

A clothing brand discovers that ChatGPT recommends their competitor through local trend blogs. They create partnerships with these same blogs and generate visual content that the AI recognises and uses.

Food

An oil company sees that their competitor is in niche food reviews. They contact these media, send product and generate content with local chefs. Gradually, the AI starts to cite them as a main reference.

Each sector is different, Sources do not follow a fixed pattern: they vary greatly from one sector to another and sometimes even between engines for the same query. This means you have to map them using tools such as Omnia if you want to understand where your visibility is really decided. 

You can try Omnia free for 14 days and see how your brand is positioned.

How to measure if you are succeeding

• Analyse visibility on key prompts. Ask directly for your sector and measure if you are appearing and in what context.

• Measure share of voice: How much space do you occupy compared to your competitors? How many responses and quotes do you share?

• Check the context. Are you featured as a positive example, recommendation, reliable review... or as an afterthought?

• Iterate every month. AI engines change fast: what worked in January may be obsolete in June.

Conclusion

Displacing your competition on AI engines is not a single trick. It is a combination of strategy, presence in relevant sources and the ability to produce content that the AI values as reliable.

The change from classic SEO is huge: here it is not enough to gain positions. You have to be in the places where the AI searches, speak the language of those engines and become the benchmark that displaces the rest.

Do you prefer your competitors to continue writing the story... or are you going to start occupying that space yourself?