● The short answer
AI share of voice is the share of brand mentions your business earns in AI-generated answers for a set of category questions, compared with competitors. If assistants name five brands across 100 answers and yours appears 30 times out of 150 total mentions, your share of voice is 20%. It shows how often AI tools present you as an option in your market.
Key takeaways
- AI share of voice is your share of all brand mentions in AI answers for a defined set of category questions.
- Calculate it by dividing your mentions by total brand mentions across a fixed prompt set and engines.
- Breakdowns by engine, topic, position and sentiment make the number actionable.
The idea
Share of voice is an old marketing measure: your portion of the advertising, press or conversation in your category. AI share of voice applies it to answers from ChatGPT, Gemini, Perplexity, Claude, Copilot and Google AI Overviews. When customers ask those tools who to hire or what to buy, how often are you part of the answer compared with your competitors?
It is useful because it is relative. Absolute mention counts depend on how many prompts you test and how broad they are. Share of voice tells you whether you are gaining or losing ground against the businesses you actually compete with.
The how is where we come in.
What we walk through with you, for your business:
- How to calculate it
- Useful variations
- Limits to keep in mind
- Our take
Every business is different, so the plan is too. Tell us where you want to show up and we will show you what it takes.
Talk to usMore questions
Should brand-name questions be in the prompt set?
Not for share of voice. Questions that include your brand will almost always mention you and inflate the number. Track brand questions separately to monitor accuracy and sentiment, such as what assistants say when someone asks whether your business is reputable, and keep share of voice to unbranded category questions.
How many competitors should I track?
Three to eight direct competitors is typical. Also record every other brand the assistants name, because AI tools often surface businesses you do not think of as rivals, such as directories, national chains or marketplaces. Those surprises frequently explain where your share is going.
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