In one sentence
Share of voice is how much of the conversation in your category belongs to your brand compared with competitors, measured across ads, search results or AI answers, and it shows who shoppers hear about most.
How to calculate share of voice
Count how often your brand appears in a channel, then divide by how often all brands in your category appear there. If AI answers to your tracked questions name brands 200 times in total and name you 30 times, your share of voice is 15%.
The same idea works in any channel: ad impressions, search rankings, social mentions or press coverage.
Share of voice vs. AI visibility: what's the difference
Why share of voice matters in AI answers
An AI answer names a short list of brands. Share of voice shows who owns that list across the questions in your category: which competitors keep showing up, and where you're gaining ground.
It also puts your own numbers in context. Being named more often is good news. Being named more often while a competitor grows faster is a warning.
How to increase your share of voice in AI answers
- Pick the shopper questions that matter most in your category.
- Check which brands each AI engine names for them, and count mentions.
- Look at the sources AI cites for competitors that beat you.
- Publish better answers on your own pages, and earn mentions on those same sources.
- Re-check on a schedule and track the trend.
Share of voice FAQs
How is share of voice different from market share?
Market share is your slice of sales. Share of voice is your slice of attention. Attention usually comes first, which is why brands watch it.
Which competitors should I include?
The brands AI actually names for your shopper questions. They may not be the ones you think of as rivals.
How often should I measure AI share of voice?
Monthly works for most brands. AI answers change from run to run, so look at the trend across several checks, not a single snapshot.
About the author
Jenn Starr, Co-founder, Selix
Jenn has spent 20+ years helping SaaS startups build their marketing and implementation playbooks. She has bootstrapped three marketing agencies and is a 500 Startups alum. At Selix, she leads the work of getting ecommerce brands named in AI answers.
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