Ask HN: Someone started a company same name, same city, industry

A couple years ago I started doing business as a sole proprietorship doing B2B software and AI services (2024). Hired a virtual assistant to publish content on socials, started building up reputation and valuable connections mostly through LinkedIn. I have since started a LLC under a new name that I now do business under but I am wanting to link whatever value my prior name had to it as I sunset it.

Today I found a out there is a website with the same unique non-dictionary name, except with AI at the end. They happen to be in the same city in the same industry registered a year ago.

This frustrates me that someone would do this intentionally and I do not understand why. I have is uncopyrighted IP that I am sunsetting, I don't no if its worth doing anything about it, and I can't afford a lawsuit.

They sell autonomous AI SEO, so I am thinking about fighting the rankings to curve any benefit they thought they would get by foraging a name.

My main concern is the unknown of why someone would do this and if they would target other my other business or products, or perhaps this means I need a trademark. What do I do?