AI-generated search results are changing the way brands compete for visibility. Instead of traditional SEO rankings, businesses now need to track how often they appear in AI-driven responses from platforms like ChatGPT, Microsoft Copilot, Google Gemini, and Grok.
This is where AI Share of Voice (AI SoV) comes in.
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AI share of voice (AI SoV) defined
AI SoV is a percentage-based score that measures how frequently an AI model mentions your brand compared to competitors in response to a specific query.
Think of it like a market share metric, but instead of tracking revenue or customer reach, it tracks AI-driven visibility. The higher your AI SoV, the more AI models reference your brand as an authoritative source. The more influence you have.
Why AI share of voice matters
AI-generated search is rapidly influencing purchasing decisions, and being referenced by AI platforms can directly impact your brand’s success. A strong AI SoV brings measurable benefits:
More website visitors - Higher visibility in AI-generated search leads to increased organic traffic.
Better quality leads - AI recommendations position your brand in front of relevant audiences actively seeking solutions.
Higher sales conversions - Customers trust AI-driven answers, increasing the likelihood of conversions.
Stronger brand authority - Consistent AI mentions reinforce your brand as an industry leader.
Competitive advantage - Tracking AI SoV helps you stay ahead of competitors in emerging AI search trends.
Why AI share of voice should be weighted
Unlike traditional Share of Voice calculations, where each mention is counted equally, AI-generated search results require a weighted approach.
Here’s why:
Different AI platforms list different numbers of brands – One AI model might only mention a single company, while another lists 20.
Ranking order matters – Being the first brand mentioned in an AI-generated response carries more influence than being third or tenth.
A standardised method is needed – A simple, scalable system allows fair comparisons regardless of how many brands are listed.
This is why we use a reciprocal weighting system (1/place) for AI SoV. This method ensures that each brand’s visibility is fairly represented, no matter how many brands an AI model includes.
How to calculate AI share of voice for one query on one AI platform
Recommendation: Focus on generic queries (where multiple brands could be mentioned) for a more meaningful competitive SoV
Let’s say you ask ChatGPT: “What’s the best online broker for international investors?” and receive this ranking:
Brand A
Your Brand
Brand C
Brand D
To calculate your weighted AI SoV:
Give the place a value, e.g. 1st = 1, 2nd = 2, 3rd = 3 and so on.
Assign a weight to each position using the formula 1/place value:
1st place = 1.00 (1/1)
2nd place = 0.50 (1/2)
3rd place = 0.33 (1/3)
4th place = 0.25 (1/4)
Identify your brand’s weighted score:
Your brand is in 2nd place, so your score is 0.50.
Add up all weighted scores:
1.00 (Brand A) + 0.50 (Your Brand) + 0.33 (Brand C) + 0.25 (Brand D) = 2.08
Calculate your AI SoV:
(Your Brand’s Weighted Score ÷ Total Weighted Mentions) × 100
(0.50 ÷ 2.08) × 100 = 24.0% AI SoV
This means your brand holds 24% of the AI-generated response share for this query on ChatGPT.
Competitor benchmarking table for ChatGPT response (4 brands mentioned)
Brand | Position Value | Weighted Score | AI SoV (%) |
Brand A | 1 | 1.00 | 48.0% |
Your Brand | 2 | 0.50 | 24.0% |
Brand C | 3 | 0.33 | 16.0% |
Brand D | 4 | 0.25 | 12.0% |
Total Weighted Mentions | 2.08 | 100.0% |
Key Insight: Brand A is winning AI search responses for this query, meaning your brand needs to improve authority signals or optimise content to increase AI visibility.
How to calculate AI SoV for one query across multiple AI platforms
When measuring AI Share of Voice (AI SoV) across multiple AI platforms, the number of brands mentioned can vary significantly between responses. This means we need to apply the same weighted SoV calculation separately for each platform before averaging the results.
Here’s how to do it step by step:
Step 1: AI SoV calculation for each AI platform
For example, let’s say we ask the same query to different AI models:
Grok response (5 brands mentioned)
Brand | Position Value | Weighted Score | AI SoV (%) |
Brand B | 1 | 1.00 | 43.8% |
Your Brand | 2 | 0.50 | 21.9% |
Brand X | 3 | 0.33 | 14.6% |
Brand Y | 4 | 0.25 | 10.9% |
Brand Z | 5 | 0.20 | 8.8% |
Total Weighted Mentions | 2.28 | 100.0% |
Microsoft copilot response (2 brands mentioned)
Brand | Position Value | Weighted Score | AI SoV (%) |
Brand C | 1 | 1.00 | 66.7% |
Your Brand | 2 | 0.50 | 33.3% |
Total Weighted Mentions | 1.50 | 100.0% |
Google Gemini response (7 brands mentioned)
Brand | Position Value | Weighted Score | AI SoV (%) |
Your Brand | 1 | 1.00 | 38.6% |
Brand A | 2 | 0.50 | 19.3% |
Brand C | 3 | 0.33 | 12.9% |
Brand B | 4 | 0.25 | 9.6% |
Brand X | 5 | 0.20 | 7.7% |
Brand Y | 6 | 0.17 | 6.4% |
Brand Z | 7 | 0.14 | 5.5% |
Total Weighted Mentions | 2.59 | 100.0% |
Step 2: Create an AI SoV master score table
Once we have calculated AI SoV for each platform, we can compare overall rankings for all brands.
AI SoV master score table
Brand | ChatGPT SoV | Grok SoV | Microsoft Copilot SoV | Google Gemini SoV | Average AI SoV |
Your Brand | 24.0% | 21.9% | 33.3% | 38.6% | 29.4% |
Brand A | 48.0% | 0% | 0.0% | 19.3% | 16.8% |
Brand B | 0.0% | 43.8% | 0.0% | 9.7% | 13.4% |
Brand C | 16.0% | 0.0% | 66.7% | 12.7% | 23.9% |
Brand D | 12.0% | 0.0% | 0.0% | 0.0% | 3.0% |
Brand X | 0.0% | 14.6% | 0.0% | 7.7% | 5.6% |
Brand Y | 0.0% | 10.9% | 0.0% | 6.4% | 4.3% |
Brand Z | 0.0% | 8.8% | 0.0% | 5.6% | 3.6% |
Sum | 100.00% | 100.00% | 100.00% | 100.00% | 100.00% |
Step 3: Final AI SoV ranking order & strategy
Here’s the final ranking based on overall AI SoV:
Your Brand – 29.4%
Brand C – 23.9%
Brand A – 16.8%
Brand B – 13.4%
Brand X – 5.6%
Brand Y – 4.3%
Brand Z – 3.6%
Brand D – 3.0%
This ranking shows who is leading in AI visibility and who needs to improve. In this case, your brand is currently in first place overall, but competitors like Brand C and Brand A are still close behind.
By targeting weaker-performing platforms like Grok and ChatGPT, you can increase your AI visibility and ensure your brand is referenced more often in AI-generated search results.
This approach ensures a practical, real-world way to measure AI visibility across multiple AI models, giving you clear insights into where to focus your GAIO strategy.
Final Thoughts
Tracking AI Share of Voice is essential in a world where AI-generated search influences how businesses and consumers find information. AI SoV provides a clear, data-driven way to measure your brand’s AI visibility and compare it against competitors.
By understanding which AI platforms mention your brand the most and identifying gaps in visibility, you can fine-tune your AI-optimised content strategy to improve brand authority and increase your presence in AI-generated search results.
If you’d like an AI visibility audit to measure your brand’s performance across AI search platforms, contact us. We can help you gain the insights needed to enhance your AI presence and ensure your brand remains a top reference in AI-generated results.
About the author
Sophie Carr is the founder of GAIO Marketing Pte. Ltd. and an expert in ranking in AI.
She helps enterprises transition from traditional SEO to AI search optimisation with the tools, training, and services needed to secure authority in AI-powered search engines like Chat GPT, Grok and Microsoft Copilot.
Disclaimer
This blog was written with the assistance of AI tools for structuring, research, and clarity. The core insights, strategies, and expertise are entirely Sophie Carr’s original thought leadership. AI was used as an efficiency tool, much like a spellchecker or a literacy calculator, to streamline content creation while preserving authenticity.