Auto-Built Competitor Profiles for AI Search

Why a competitor profile is the highest-leverage GEO asset

Most GEO work happens on your own brand: scan, score, optimize, repeat. But the move that consistently produces the biggest lift is not on your brand — it is on theirs. Every AI engine grounds its answer in cited sources. Find the sources cited about your competitor, find the claims those sources make that are outdated or wrong, and you have a list of pages you can publish that AI engines will pick up.

Lumos calls this the competitor profile. It is the same view a Lumos analyst would build manually, just generated automatically on a schedule.

What you see inside Lumos after signup

The preview above is Lumos's auto-built profile of Profound, our largest competitor. Score, mentions per engine, the prompts where Profound is currently cited above us, and the themes AI engines use to describe them. After signup, the same auto-build runs on every competitor you add:

• Visibility score and breakdown identical to your own brand's view, scoped to that competitor.
• Top cited sources — the URLs AI engines are referencing when they talk about the competitor. This is where the most leverage is.
• Dominant themes — the phrases that recur in AI answers about them (e.g. "enterprise-focused", "US-only", "expensive").
• Fact gaps — claims that are true about the competitor but rarely surfaced (e.g. "no Japanese support", "no on-prem option"). These are the gaps you can address in your own content to flip an answer.

The profile updates every time the daily scan runs. New cited sources, new themes, and new gaps all surface in a changelog you can subscribe to.

How Lumos generates the profile

Every prompt you track is run against all four engines. Each response is parsed for brand mentions (including the competitor), cited URLs are extracted, and the language around each mention is tokenized into themes. Sources are deduplicated and ranked by citation frequency. Themes are clustered using semantic similarity. Fact gaps are surfaced by comparing what AI engines say about the competitor against a curated set of competitor-specific data points we maintain in our system (release notes, public pricing, language coverage, certifications).

No scraping of the competitor's own site. Everything in the profile comes from what AI engines surface in answers — which is exactly the surface your buyer sees.

Common questions

Why not just scrape the competitor's site? Because the competitor's site is what you would already know. AI answers are what your buyer actually consumes, and they often differ — sometimes dramatically. The profile catches that delta.

How do I act on the fact gaps? Publish a page that addresses the gap, optimize it for citability (schema, llms.txt, source clarity), and run the prompt again in two weeks. Lumos flags the prompt as a "watch" so you see the response evolve.

Can I profile a non-direct competitor? Yes. Many teams profile adjacent categories where the AI engine might substitute (e.g. a CRM team profiling sales engagement vendors).

Is the profile updated in real time? Daily by default. Paid plans can configure faster cadences and add real-time webhook alerts on theme or source changes.

Next steps

• Auto-build your competitor profiles: sign up, add 3 competitors, get profiles in five minutes.
• Quantify the head-to-head outcome: Head-to-Head Win Rate Matrix.
• See the full multi-engine picture: Multi-LLM Brand Visibility Comparison.
• Learn the playbook: Why GEO is a competitive advantage.