What is AI share of voice and how is it calculated?
AI share of voice is the percentage of relevant AI answers in which your brand is mentioned or recommended, calculated across a defined prompt set and a defined peer set. Formula: brand mentions ÷ total mentions across the peer set, measured per LLM and aggregated.
Detailed answer
Share of voice in AI search adapts the classic media metric to a new surface. The denominator is the union of your brand and your peer set's mentions for a representative prompt sample. The numerator is your brand's mentions in that same sample.
Calculate two variants. Mention share treats any appearance as equal. Recommendation share counts only answers where your brand is positioned as a suggested solution. Both should be tracked per engine (ChatGPT, Gemini, Claude, Perplexity) and per prompt cluster, because patterns differ sharply across engines.
- Define peer set: 5–10 direct and adjacent competitors
- Define prompt set: 50–500 prompts spanning buyer intent stages
- Run prompts against each LLM; parse answers for brand mentions
- Compute share = brand mentions ÷ (brand + peer mentions)
- Segment by engine and prompt cluster for actionable signal
Key takeaways
- 1.Share of voice requires a defined peer set and prompt set
- 2.Mention share and recommendation share answer different questions
- 3.Per-engine segmentation reveals where to invest
- 4.Track monthly to see whether your work is compounding
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