AI share of voice, often called share of model, measures how often a brand appears in answers from AI assistants such as ChatGPT, Gemini and Perplexity compared with its competitors. It carries the marketing metric share of voice over to AI answers.
How is it calculated?
HubSpot and Semrush give the same basic formula. Brand mentions divided by total mentions of all brands in the category, times 100. You choose a set of relevant prompts, run them on the AI platforms, count which brands appear, and repeat this regularly because answers change.
Why do the numbers differ between tools?
There is no shared definition. Quattr combines citations and mentions and weights citations, meaning linked sources, 1.25 times higher. The score also depends on the prompts chosen and on the platforms and models queried. Two tools can report different values for the same brand.
Example
A set of 20 prompts about a product category produces 100 brand mentions across all answers. 25 of them name your brand. The AI share of voice is 25 percent. (Constructed example.)
FAQ
Is AI share of voice the same as share of voice in search? Search share of voice usually builds on rankings and clicks. The AI version counts mentions and citations in generated answers.
Sources
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