Content gap analysis is the process of identifying the prompts where competitors appear in AI answers and you do not, then working out what content or signals would close the gap. In AI search it goes a step further than the traditional keyword version, because you can also see which sources the AI cites for each prompt you are missing.
For brands, this is where measurement turns into a plan. By ranking the prompts you lose by value, seeing who wins them and why, and identifying the dominant content type behind each, you can decide whether the fix is a new page, a rewrite, or a third-party mention. It directs effort to the highest-value gaps rather than spreading content work thinly.