As of 13 August 2026, AI can create a feature matrix for your UK competitors.

What to actually do

1. Use a tool built for this

   The route this page recommends

2. Do it yourself

   Second choice

   A chat interface, chat-fluent skill, and roughly 1 hour until you can act on the result.

   How to actually do it

   1. Open a spreadsheet and create a list of the UK competitors you want to compare, including each company name and its official product URL.
   2. Write down the product features and buying criteria that matter to your customers, using one clear criterion per line and defining terms such as integration, mobile support or automation.
   3. Gather the relevant public evidence from each competitor's current product, pricing, help and documentation pages, and paste the page text or URLs into a working document labelled by competitor.
   4. Paste the prompt and the competitor evidence into a chatbot, replacing each bracketed section with your list, product description and criteria, then ask it to produce the matrix with an evidence note for every cell.
   5. Copy the resulting table into your spreadsheet and keep the source URL and evidence note beside each material claim rather than retaining only the Yes or No label.
   6. Open every cited page and compare its wording, package, market and currency with the corresponding cell, changing unsupported claims to Unknown and marking unclear or conflicting entries as Review needed.
   7. Ask the model to revise only the cells you marked after supplying the corrected evidence, then send the checked matrix to a colleague who knows your product before using it in a roadmap, sales document or pricing decision.

   Prompt

   Create a competitor feature matrix for the UK market using only the evidence I provide or clearly cited public sources. Competitors: [list competitor names]. Their public URLs: [paste URLs]. My product or offer: [describe it briefly]. Compare these features or buying criteria: [list criteria].
   
   Return:
   1. A table with one row per feature and one column per competitor, plus a column for my product.
   2. Use only these labels in cells: Yes, No, Partial, Unknown, or Not stated.
   3. Add a short evidence note and source URL for every non-Unknown cell.
   4. Separate a competitor's publicly stated capability from your inference. Put inferences in a separate column labelled Interpretation.
   5. Record plan, package, market, currency and any access limitations where they affect the comparison. Do not treat a feature as included if it is only available through an add-on, higher tier, integration or custom work unless you state that qualification.
   6. Do not guess, fill gaps from general knowledge, or claim that a competitor lacks a feature merely because you did not find it.
   7. Flag conflicting, ambiguous, old or unverified evidence in a Review needed column.
   8. Finish with three cautious patterns worth investigating, not recommendations, and list the evidence behind each one.
   
   Keep the wording factual and concise. Ask me questions before drafting if the criteria, competitors or evidence are insufficient.

   Open it prefilled in ChatGPT or Claude, or copy it into Gemini, which takes no prefill link.

3. Hand it to a person

   The distant third

   A person who owns the outcome does this end to end, worth it when the failure is dear.