In traditional marketing, we know share of voice as the proportion of your advertising relative to the total market. In the AI age this concept takes on a new meaning: how often is your business mentioned by AI systems such as ChatGPT, Gemini and Perplexity, compared with your direct competitors? That is AI share of voice.
What exactly do you measure?
You put a set of relevant questions to several AI systems. Questions your audience would also ask. For example: “Which painting company in The Hague specialises in listed buildings?” or “Which SEO agencies in the Netherlands focus on AI findability?” You count how often your name comes up versus those of competitors. That percentage is your share of voice in AI.
Why is this a better KPI than rankings?
A ranking in Google says something about a single moment, on a single keyword, in a single search engine. AI share of voice says something about your reputation in the eyes of multiple AI systems, across multiple question types. It is broader, more robust and closer to how people will look up information in the future.
How do you improve your share of voice?
Through the combination of all the factors we discuss on this website: strong entity recognition, presence in the knowledge graph, building LLM citations, structured content, llms.txt and consistent mentions on external platforms. There is no shortcut. Share of voice in AI is the result of a structural approach.
How do we measure this for our clients?
We use our own tool, MYLO, to measure periodically how often and in what context our clients are cited by AI systems. Those measurements form the basis for our reporting and strategy. That is how you make AI findability tangible and steerable.
