AI Share of Voice (AI SoV): How to measure your brand’s presence in AI search

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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Table of Contents

1. AI share of voice (AI SoV) defined

2. Why AI share of voice matters

3. Why AI share of voice should be weighted

4. How to calculate AI share of voice for one query on one AI platform

5. How to calculate AI SoV for one query across multiple AI platforms

6. Final thoughts

7. About the author

8. Disclaimer

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1. 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.

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2. 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.

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3. 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:

1. Different AI platforms list different numbers of brands – One AI model might only mention a single company, while another lists 20.

2. Ranking order matters – Being the first brand mentioned in an AI-generated response carries more influence than being third or tenth.

3. 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.

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4. 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:

1. Brand A

2. Your Brand

3. Brand C

4. Brand D

To calculate your weighted AI SoV:

1. Give the place a value, e.g. 1st = 1, 2nd = 2, 3rd = 3 and so on.

2. 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)

3. Identify your brand’s weighted score:

   • Your brand is in 2nd place, so your score is 0.50.

4. Add up all weighted scores:

   • 1.00 (Brand A) + 0.50 (Your Brand) + 0.33 (Brand C) + 0.25 (Brand D) = 2.08

5. 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.

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5. 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:

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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%

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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%

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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%

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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%

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Step 3: Final AI SoV ranking order & strategy

Here’s the final ranking based on overall AI SoV:

1. Your Brand – 29.4%

2. Brand C – 23.9%

3. Brand A – 16.8%

4. Brand B – 13.4%

5. Brand X – 5.6%

6. Brand Y – 4.3%

7. Brand Z – 3.6%

8. 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.

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6. 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.

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7. 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.

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8. 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.

Europe AI Action Summit 2025: How AI Investments Will Shape GAIO Marketing & Business

How Europe’s renewed focus on AI is shaping digital marketing and why adopting GAIO marketing is crucial for today’s CMOs.

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Hi there,

If you’ve been following the news, you might have heard about the recent AI Action Summit in Paris, where President von der Leyen set out a clear vision for the future of AI in Europe. With substantial public and private investments and a unified regulatory framework through the AI Act, the EU is preparing for a future where AI is integrated more safely and innovatively into our work, research, and daily lives.

Let’s break down what this means, not only for Europe but also for digital marketing and, specifically, for GAIO Marketing.

Table of Contents

1. Europe’s Vision for AI

2. Implications for Digital Marketing

3. GAIO Marketing: A Practical Approach

4. Steps for CMOs to Embrace the Change

5. Final Thoughts

6. Key Takeaways

7. FAQs

8. Discussion Point

9. About the Author

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1. Europe’s Vision for AI

At the summit, several key points were highlighted:

Significant Investment & Infrastructure

The EU is set to mobilise a total of EUR 200 billion in public-private investments for AI initiatives. This funding isn’t solely for one purpose—it will drive a range of projects, including the expansion of AI Factories (of which a record 12 have already been set up with EUR 10 billion invested) and the introduction of AI Gigafactories. This means better access to advanced computing power for everyone—from large enterprises to smaller companies.

Unified Regulation

The new AI Act will ensure that businesses across the EU adhere to a single set of safety rules. This uniform approach not only bolsters public trust in AI but also simplifies the compliance process for organisations operating across multiple countries.

Collaborative Innovation

There’s a strong emphasis on cooperation. By bringing together talents from various nations, sectors, and backgrounds—and even welcoming global partners—the EU is fostering an environment where reliable and effective AI solutions can flourish.

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2. Implications for Digital Marketing

We’re already seeing AI tools like ChatGPT, Google Gemini, and Bing AI changing the way consumers search for information and make decisions. In fact, almost 95% of buyers now anticipate using generative AI to support their decision-making process over the next year (source: Forrester).

Here’s what this means for digital marketing:

Evolving Search Ecosystem

Traditional SEO isn’t enough these days. AI-driven search tools prioritise content that is well-structured, credible, and authoritative. If your content strategy doesn’t account for these factors, your brand might not be as visible as it should be.

Changing Consumer Habits

More people are turning to AI for quick, reliable answers. To remain relevant, your content needs to be optimised for AI visibility—not just to rank well, but to become the trusted source that both people and AI systems refer to.

Higher Standards of Credibility

AI systems place a high value on accuracy and trust. This means brands must focus on delivering high-quality, well-researched, and verifiable content to stay pertinent in this new digital landscape.

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3. GAIO Marketing: A Practical Approach

So, what is GAIO Marketing? In a nutshell, it’s a high-level content strategy designed to boost your brand’s visibility in an AI-driven search environment. The idea is to answer the questions your audience is asking and build trusted knowledge clusters around those topics.

Key components of GAIO Marketing include:

Structured Content for AI Readability

Picture your content as a network of knowledge trees in a digital forest. Each tree represents a key topic, every branch addresses a specific question, and the leaves are the extra resources that enrich the story.

Building Trust and Credibility

Just as the EU is working to establish a secure AI framework, your brand needs to earn the trust of both consumers and AI systems. This involves using expert citations, maintaining structured metadata, and ensuring your content is regularly updated.

Long-Term Agility

The digital landscape is always evolving. By balancing evergreen topics with trending ones, GAIO Marketing helps ensure your content remains relevant over time.

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4. Steps for CMOs to Embrace the Change

For CMOs keen to ensure their brand stays visible and trusted in this evolving environment, here are some practical steps:

1. Conduct an AI Visibility Audit: Find out where your brand currently stands in the AI search ecosystem and identify areas for improvement.

2. Develop a GAIO Marketing Strategy: Create a detailed plan centred on the questions your audience is asking. Focus on building robust knowledge clusters that position your brand as a go-to resource.

3. Train Your Team: Ensure that your creative and technical teams are familiar with the best practices for optimising content for AI search.

4. Foster Partnerships and Credibility: Collaborate with industry experts and secure authoritative citations to boost your brand’s trustworthiness.

5. Monitor and Refine: Use analytics to track your progress and continuously adjust your strategy as the AI landscape evolves.

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5. Final Thoughts

Europe’s renewed focus on AI is setting a clear direction for the future of digital engagement. As AI becomes an integral part of how consumers search for and process information, it’s vital that brands adjust their content strategies accordingly. GAIO Marketing provides a straightforward and effective framework to help your brand remain visible and credible in this new, AI-driven world.

Investing in a robust, AI-first content strategy today will help secure your brand’s presence in the evolving digital marketplace. Now is the time to embrace GAIO Marketing and prepare for a future where both people and AI recognise your brand as a trusted source of information.

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6. Key Takeaways

• Europe’s Commitment: Substantial investments and unified regulations are paving the way for safe and innovative AI adoption across Europe.

• Shifting Consumer Behaviour: With AI tools increasingly influencing search and decision-making, traditional SEO methods alone are no longer sufficient.

• The Importance of Trust: Establishing credibility and delivering high-quality content is essential for ensuring your brand is referenced by AI systems.

• GAIO Marketing is Important: Adapting your content strategy to meet the demands of AI-driven search ecosystem will help secure your brand’s visibility in the future.

7. FAQs

Q: What is GAIO Marketing?

A: GAIO Marketing is a high-level content strategy designed to increase your brand’s AI visibility by answering key audience questions and building trusted knowledge clusters.

Q: How does Europe’s new AI strategy affect digital marketing?

A: The EU’s significant investments and unified regulatory approach are setting new standards for AI adoption, which directly impacts how consumers search for and engage with digital content.

Q: What steps should I take to prepare my brand for an AI-driven future?

A: Start with an AI Visibility Audit, develop a GAIO Marketing strategy tailored to your audience, train your team in AI optimisation best practices, and continuously refine your approach based on performance analytics.

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8. Discussion Point

How is your brand preparing for the shift towards AI-driven search? I’d love to hear your thoughts—please share them in the comments below!

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9. About the Author:

Sophie Carr is an expert in GAIO Marketing, AI visibility, and digital strategy. As the founder of GAIO Marketing, she helps brands navigate the transition to an AI-driven world through innovative and reliable content strategies.

For more insights on optimising your digital marketing strategy for AI, book a free AI visibility audit or get in touch with our team.