Share of Voice (AI Search)

What is Share of Voice in AI Search?

Share of Voice (SoV) in AI Search measures how your brand’s visibility in AI-generated answers compares to competitors within the same topic set. It is a competitive lens on top of Brand Visibility Score and Citation Rate — showing not just how often you appear, but how you stack up against the competition.

For example, if AI answers mention five brands in your category and your brand captures 30% of all mentions, your Share of Voice is 30%.

Why Share of Voice Matters

Share of Voice in AI Search is quickly becoming one of the most important marketing KPIs because it directly reflects competitive positioning in the channels where buyers are increasingly making decisions.

Key reasons to track Share of Voice:

• Competitive intelligence — See which competitors dominate AI conversations in your category
• Market position indicator — A growing Share of Voice often predicts future market share gains
• Strategic prioritization — Identify topics where competitors lead and create content to close the gap
• Campaign effectiveness — Measure the impact of GEO initiatives on competitive positioning over time

How Share of Voice Is Calculated

Share of Voice is typically calculated by dividing your brand’s mention count by the total mentions of all tracked brands across a set of relevant AI prompts:

SoV = (Your Brand Mentions / Total Brand Mentions) × 100

Platforms like Superlines track this metric across multiple AI engines (ChatGPT, Gemini, Perplexity, Copilot) and allow segmentation by topic, geography, language, and time period.

Share of Voice vs Brand Visibility Score

While Brand Visibility Score measures your absolute presence (e.g., “you appear in 40% of relevant answers”), Share of Voice is a relative measure (e.g., “you capture 25% of all brand mentions, while your top competitor captures 35%”). Both are essential for a complete picture of AI search performance.

How to Improve Share of Voice

• Create comprehensive content that covers topics where competitors currently dominate
• Build topical authority through pillar content, original research, and consistent publishing
• Strengthen third-party signals such as reviews, press coverage, and community participation
• Monitor competitor strategies and respond to shifts in AI answer patterns
• Use GEO analytics to identify high-impact topics where small improvements yield large competitive gains