Because AI may understand why your competitor's product fits the buyer's question better than it understands yours. That does not necessarily mean their product is better. It may simply mean they have made the answer easier to find.
AI looks at the question in front of it and tries to match that question with products it can understand. There is no single public formula for every AI system. So make three things very clear: what your product is, who it is for, and when it is a good fit.