How do I measure AI share of voice?

AI share of voice is the percentage of AI-generated answers in your category that name or cite your brand, measured against the competitors mentioned alongside you. To measure it, fix a representative prompt set, 20 to 50 real buyer questions, and keep it stable so your trend stays comparable. Run every prompt through each engine your buyers use (ChatGPT, Perplexity, Gemini, Claude, Grok and Google AI Overviews today), and do it on a schedule, because answers vary run to run and a single check is noisy. For each answer, record which brands are named and where they fall. Then compute two distinct numbers: your citation rate, the share of answers that name you at all, and your share of voice, your slice of every brand mention in those answers. If you can, weight by position, since a brand named first earns more attention than one buried at the end.

Citation rate vs share of voice

Keep two numbers apart, because they answer different questions and use different denominators. Citation rate is the share of answers that name you, are you in the room? Share of voice is your slice of all the brand mentions across those answers, how loud are you versus everyone else?

A brand can be present in 30% of answers yet hold only 10% of the voice if those answers are crowded with competitors. Reporting one number without the other flatters or buries the truth, so track both, per engine, before you aggregate, presence on Perplexity tells you little about presence on Gemini.

Turning the measurement into a program

Measuring by hand once is worth doing, but keeping a fixed prompt set running across six engines, recording every brand and every position, is a job nobody keeps up manually. This is where a monitor earns its place. Cituna runs your prompt set on a schedule, computes share of voice per engine and against the competitors it sees cited, and pairs those answer-side numbers with a native Google Search Console connection so you can tie the metric back to real clicks; it covers ChatGPT, Perplexity, Gemini, Claude, Grok and Google AI Overviews, but not Microsoft Copilot.

One caveat on benchmarks: there is no universal “good” score. Compare against your own named competitive set and your own trend over time rather than an industry average someone invented, those are the only two comparisons grounded in your reality.

Related questions

What is a good AI share of voice score?

There is no universal number, and any tool quoting you an “industry average” is guessing. Share of voice is only meaningful two ways: against your own named competitive set, are you gaining on the specific rivals the engines mention?, and against your own trend over time. Chase your own baseline, not a borrowed benchmark.

Is AI share of voice the same as citation rate?

No, they use different denominators. Citation rate is the share of answers that name you at all; share of voice is your slice of every brand mention in those answers. A brand can appear in 30% of answers yet hold only 10% of the voice when rivals crowd each response. Track both, since they can diverge sharply.