Share of Voice in AI Search: Complete Measurement Guide

Share of Voice (SOV) in AI search measures your brand's citation presence compared to competitors when AI engines answer relevant queries. Calculate it as: (Your Brand Citations ÷ Total Category Citations) × 100. For example, if AI engines cite your brand 30 times out of 100 total citations for your category queries, your SOV is 30%. Unlike traditional search where rankings are visible, AI SOV requires tracking citations across ChatGPT, Perplexity, Gemini, and voice assistants. According to Forrester research, brands with high AI SOV see 45% higher brand recall in consumer surveys—even when users don't click through to websites.
Key Takeaways
- • AI SOV measures your citation share vs competitors in AI-generated answers
- • Track SOV separately for each AI engine—preferences vary significantly
- • SOV above 30% indicates market leader position; below 5% needs immediate attention
- • Improving SOV requires comprehensive content, authority building, and consistent publishing
- • Voice search SOV is especially valuable as users can't easily skip to alternatives
Understanding AI Share of Voice #
Traditional SOV measured brand mentions in advertising or media. AI SOV measures citation frequency in AI-generated answers—a direct indicator of how often AI recommends your brand.
SOV Calculation Formula
AI SOV = (Your Brand Citations ÷ Total Citations for Query Set) × 100
Example: You're cited 25 times, competitors are cited 75 times total. SOV = 25 ÷ 100 × 100 = 25%
SOV Benchmarks #
| SOV Range | Position | Strategy Focus |
|---|---|---|
| > 30% | Market Leader | Defend position, expand to adjacent topics |
| 15-30% | Strong Challenger | Target leader's weak queries, build authority |
| 5-15% | Established Player | Focus on niche dominance, improve content quality |
| < 5% | Emerging/At Risk | Urgent content investment needed |
How to Measure AI SOV #
Manual SOV Tracking #
- 1Define 50-100 relevant queries for your category
- 2Run each query weekly across target AI engines
- 3Record all brands/sources cited in each response
- 4Calculate your citation count vs. total citations
- 5Track SOV trend over time (monthly minimum)
Automated SOV Tracking #
For scalable tracking, use dedicated GEO platforms:
- Profound: Best competitor SOV analysis with historical data
- Otterly.ai: Good SOV visualization for agency reporting
- Peec AI: Basic SOV at budget price point
See our full comparison: Best AI Visibility Analytics Platforms
How to Improve Your AI SOV #
Content Strategies
- Create comprehensive pillar content
- Cover full query chains (why, how, what)
- Update existing content regularly
- Add unique data and insights
Authority Strategies
- Build backlinks from authoritative sources
- Earn mentions in industry publications
- Publish original research
- Establish author expertise
SOV Limitations #
- Response variability: AI answers differ by context—SOV is an estimate
- Engine differences: High SOV on Perplexity doesn't guarantee the same on ChatGPT
- Quality vs. quantity: Being cited for low-value queries inflates SOV without business impact
- Attribution gaps: SOV doesn't directly connect to revenue
Frequently Asked Questions #
What's a good target SOV? #
Aim for SOV that matches or exceeds your market share. If you have 20% market share, target 20%+ AI SOV. Leaders should aim for 30%+ to maintain position.
How often should I track SOV? #
Monthly for strategic trends. SOV fluctuates week-to-week due to AI response variability. Monthly averages provide more reliable trend data.
Is voice search SOV different from text AI SOV? #
Voice search typically has higher winner-take-all dynamics—only one answer is spoken. High voice SOV is even more valuable than text AI SOV because users can't easily explore alternatives.
Conclusion #
Share of Voice in AI search is a critical metric for understanding competitive position. Track it separately for each AI engine, aim for SOV that matches your market position, and improve it through comprehensive content and authority building. In voice search especially, high SOV translates directly to brand visibility in user experiences.