KnitKnot

# Manage competitors

How to add and remove the competitors AI compares you against, why the set matters more than its size, and what happens when you add one.

Your competitor set defines who you're measured against : every head-to-head question, every win-loss tally, and every "AI picked them over you" finding is scoped to it. Getting this set right matters more than getting it long. A handful of the competitors buyers actually weigh you against beats a sprawling list of names AI never mentions.

You manage competitors from **Facts → Fact ledger → Competitors** in the [console](https://app.knitknot.ai). Choose **Edit records** to add or remove them. You can also use the [`add_competitor` and `remove_competitor` MCP tools](/docs/mcp-tools/) from a connected assistant.

## Who's in the set

Your workspace usually arrives with a researched competitor set already in place : the vendors AI actually compares you against, each carrying the same depth of profile as your own company: capabilities, positioning, differentiators, and recent launches, all backed by source links.

Competitors are tracked per [subject](/docs/subjects/). Your brand and each of its products can face a different competitive field : the tools you compete with on your flagship product aren't always the ones you compete with on a newer SKU.

## Add a competitor

Add a competitor by name from the competitors panel. You can provide its product name and a public source URL. After saving, the console asks whether to start research. An MCP name-only call starts research by default; pass `research=false` to save first. A newly added competitor starts contributing to head-to-head questions on the next benchmark run.

Add a competitor when you see AI recommending a vendor that isn't in your set, or when you move into a market with a different field. The [sources](/docs/read-your-report/) and comparison views in your report are the best signal for who's missing.

## Remove a competitor

Removing a competitor takes it out of your set without erasing the research behind it : the profile is preserved, and if you re-add the company later its confirmed details come back. Remove competitors that aren't credible rivals; a padded list dilutes your win-rate and spends benchmark budget on comparisons buyers never make.

## Keep the bar high

The goal isn't complete coverage of every company in your category : it's the set a buyer would actually shortlist alongside you. Fewer, credible competitors give you a sharper, more trustworthy report than a long tail of names that only muddy the numbers.

Next: [benchmark products separately](/docs/benchmark-products-separately/) if you need per-product competitive fields, or [run a benchmark](/docs/run-and-schedule-benchmarks/).

Docs navigation
Docs › Guides

Manage competitors

How to add and remove the competitors AI compares you against, why the set matters more than its size, and what happens when you add one.

Updated

Your competitor set defines who you’re measured against : every head-to-head question, every win-loss tally, and every “AI picked them over you” finding is scoped to it. Getting this set right matters more than getting it long. A handful of the competitors buyers actually weigh you against beats a sprawling list of names AI never mentions.

You manage competitors from Facts → Fact ledger → Competitors in the console. Choose Edit records to add or remove them. You can also use the add_competitor and remove_competitor MCP tools from a connected assistant.

Who’s in the set

Your workspace usually arrives with a researched competitor set already in place : the vendors AI actually compares you against, each carrying the same depth of profile as your own company: capabilities, positioning, differentiators, and recent launches, all backed by source links.

Competitors are tracked per subject. Your brand and each of its products can face a different competitive field : the tools you compete with on your flagship product aren’t always the ones you compete with on a newer SKU.

Add a competitor

Add a competitor by name from the competitors panel. You can provide its product name and a public source URL. After saving, the console asks whether to start research. An MCP name-only call starts research by default; pass research=false to save first. A newly added competitor starts contributing to head-to-head questions on the next benchmark run.

Add a competitor when you see AI recommending a vendor that isn’t in your set, or when you move into a market with a different field. The sources and comparison views in your report are the best signal for who’s missing.

Remove a competitor

Removing a competitor takes it out of your set without erasing the research behind it : the profile is preserved, and if you re-add the company later its confirmed details come back. Remove competitors that aren’t credible rivals; a padded list dilutes your win-rate and spends benchmark budget on comparisons buyers never make.

Keep the bar high

The goal isn’t complete coverage of every company in your category : it’s the set a buyer would actually shortlist alongside you. Fewer, credible competitors give you a sharper, more trustworthy report than a long tail of names that only muddy the numbers.

Next: benchmark products separately if you need per-product competitive fields, or run a benchmark.