What is Share of Voice (AI)?
Share of voice measures how much of the conversation a brand owns relative to its competitors — in the AI visibility context, it's each tracked brand's presence normalized against the combined presence of every brand tracked for the same set of prompts, expressed as a percentage with a rank.
This differs from a raw presence rate in an important way: presence rate tells you how often you show up, but says nothing about competitors. Share of voice answers the more useful question — out of every brand that could have been mentioned for these prompts, what fraction of the mentions were yours? A rising presence rate alongside a falling share of voice means competitors are growing faster than you are.
Tracking share of voice over multiple runs, rather than a single point in time, reveals whether a content push, a PR mention, or a competitor's product launch actually moved the needle in AI answers — not just whether you were mentioned once.
Example
Four competitors are tracked against the same 30 prompts. Brand A has a 22% presence rate and ranks first in share of voice at 38%, because the other three brands split the remaining mentions more thinly. After Brand B publishes a widely-cited comparison guide, its share of voice climbs to 30% the following month even though its own presence rate barely moved.
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