A peer set is the list of brands AIRepScore treats as realistic alternatives to yours. Peers are configured per project and used to calibrate Differentiation and Sentiment within AI Credibility, and to power AI Positioning views.
Good peer sets reflect real buyer choice — who your audience would actually shortlist. Avoid picking globally famous brands unless they are genuine substitutes in your market.
Each project supports comparison against a curated peer set in the Positioning module.