Here’s a practical way to do it.

Step 1: List Your Real Competitors

Start with three to five businesses your customers might choose instead of you. Include direct competitors (same product, same area) and indirect ones (a different way of solving the same problem). Write down their website and social media pages.

Step 2: Collect Information They’ve Made Public

Gather things anyone can see: their service descriptions, pricing (if listed), customer reviews, social media posts, and how they describe themselves. Copy this into a document.

Important: Only use public information, and don’t paste anything confidential about your own business into AI tools you haven’t checked for privacy.

Step 3: Ask AI to Analyse It

Paste the information you collected and ask specific questions. For example:

Here is information about three businesses that offer [your service]. Compare how they position themselves, what they seem to do well, and where their customers complain.

Based on these customer reviews, what problems do customers mention most often?

What do these competitors not seem to offer that a customer might want?

Step 4: Look for Gaps

The real value is in the gaps. Are customers complaining about slow delivery? Poor communication? Confusing pricing? Those complaints are opportunities. If every competitor ignores a problem, you can build your business around solving it.

Step 5: Turn Findings Into Action

Ask AI to help you brainstorm from what you found:

Based on these gaps, suggest five ways my business could stand out, and how I could communicate that in my marketing.

Then pick one or two ideas and test them small before committing money.

Where AI Can Mislead You

AI can be wrong, outdated, or confidently make things up, especially about specific businesses. Some tools can’t see live web pages at all. Always check important facts yourself, like prices and claims, before acting on them. Treat AI as a research assistant, not the final judge.

Don’t Forget Real Conversations

The best competitor research still includes talking to real customers. Ask people why they chose a competitor, or why they chose you. Combine that with what AI helps you organise, and you’ll have a much clearer picture.

If you want help turning competitor research into a marketing plan that fits your business, that’s what we do at Webiit Technologies. Reach out to us and let’s find your opening in the market.