What is AI Share of Voice?
AI share of voice is the percentage of all brand mentions in AI-generated answers within your market that belong to your brand. It answers the competitive question behind AI visibility: when assistants like ChatGPT, Gemini and Perplexity talk about your category, how much of that conversation is about you?
The formula is simple: AI share of voice = your brand mentions ÷ total brand mentions across all tracked brands × 100. If the answers to your category prompts name brands 200 times in a month and 30 of those mentions are yours, your share of voice is 15 percent.
The idea comes from advertising, where share of voice traditionally meant your portion of all ad exposure in a market. In AI search, the answer itself is the stage, and every AI brand mention counts toward it.
Why AI Share of Voice matters
Mentions alone can mislead. If your mentions rise while the total conversation grows faster, your position is actually weakening, and only share of voice reveals that. It puts every number in context: five mentions mean something very different when the market leader has fifty than when it has eight.
A practical benchmark is your market share: your AI share of voice should at least match it. If you are ahead, AI assistants work as a growth channel for you. If you are behind, competitors are winning buyers during the research stage, before those buyers ever reach your funnel.
How to measure AI Share of Voice
Define a competitor set of five to ten brands that genuinely compete for the same buyers. A set that is too wide dilutes the number, while a set that is too narrow makes you look better than you are.
Track the same unbranded category prompts for all brands, across the models your audience uses.
Count every brand mention per model per day, both yours and each competitor's.
Apply the formula, keep the daily series and review the trend weekly.
Split the result per model. A strong share on one platform and a weak one on another shows where to focus.
To grow your share, start with the prompts where competitors appear and you do not, and earn coverage on the reviews, comparison articles and communities that models cite. Trackbase calculates share of voice daily against up to 10 competitors across 11 AI models, based on the prompts you follow with Prompt Tracking. The guide how to measure AI share of voice covers the method in more depth.
Examples of AI Share of Voice
A B2B payroll software vendor with about 12 percent market share holds 18 percent AI share of voice, a sign that AI assistants work in its favor.
A Dutch bicycle webshop sees its mentions grow by 10 percent in a quarter while its share of voice drops, because two competitors grew faster.
A cybersecurity startup holds a strong share on Perplexity but a small one on Gemini, and focuses its next quarter on the sources Gemini cites.
An agency sees a client's competitor jump from 10 to 22 percent within two weeks and traces the rise to a new comparison article that several models started citing.
Frequently asked questions
How do you calculate AI share of voice?
Divide your brand mentions by the total number of brand mentions across all tracked brands, then multiply by 100. Use the same prompts, models and time period for every brand. For example, 30 of your mentions out of 200 brand mentions in total gives a share of voice of 15 percent. Keep the daily data so you can follow the trend.
How many competitors should I include in AI share of voice?
Five to ten brands that really compete for the same buyers and prompts. That is enough to represent the market conversation while keeping the number easy to interpret. Revisit the set every quarter, because AI answers sometimes surface competitors you were not watching, and a missing brand distorts the total.
Can AI share of voice reach 100 percent?
Only in very narrow markets where AI models know a single brand. In practice, a result close to 100 percent usually means your prompt set is too branded: prompts that contain your name naturally return your name. Category prompts should be phrased the way a buyer who has never heard of you would ask them.