In one sentence
Share of voice in AI is the percentage of tracked AI answers that name your brand, compared to the same measurement for each competitor.
Formula
For a defined prompt set P, a chosen engine or engine set E, and a time window T:
Share of voice = (answers in E × P × T that name your brand) / (total answers in E × P × T)
A brand named three times in one answer still counts as a single contribution for that answer. This stops a wordy response from dominating the metric.
Position, usually more useful
A brand named first in the answer captures most of the recall, shortlist weight, and click-through when citations are shown. Position, where your brand falls in the order an engine names its options, is usually the metric that moves decisions. Track it alongside raw share of voice. See Pineprompt's share of voice scoring.
Directional benchmarks
Rough ranges seen across mature B2B categories. They are directional, not prescriptive, and your category, your prompt set, and your engine mix all shift the numbers.
- Category leader: 55 to 80% on head prompts.
- Top-three challenger: 25 to 45%.
- Strong niche player: 10 to 20% overall, often higher than 50% on narrow slices.
- Emerging entrant: under 5%, typical for brands under two years old.