If you want to know whether you’re actually showing up in AI search, the first place to look is your AI share of voice (AI SoV).
AI SoV shows how often your brand appears in AI-generated answers and how your visibility compares to competitors.
This guide walks you through how to measure AI share of voice in Semrush using the AI Visibility Toolkit and the Enterprise AIO solution, and how to make sense of the results.
What Is AI Share of Voice?
AI share of voice is how visible your brand is in AI responses based on how often it’s mentioned and how high it appears in answers relative to competitors.
The Brand Performance report in Semrush’s AI Visibility Toolkit shows your and your competitors’ AI share of voice:
AI share of voice across all brands in a category adds up to 100%.
Why Measure Your AI Share of Voice?
Measuring AI share of voice shows how well you’re performing in AI search compared to competitors—and indicates how much influence you may have on prospective customers.
By tracking AI SoV, you can:
- Get a quick read on how visible you are. Your AI SoV score gives you an instant sense of how your visibility compares to others in your niche.
- Establish a benchmark. Your current AI SoV becomes a baseline to measure against over time.
- See whether your generative engine optimization efforts are working. As you update content, improve coverage across topics, etc., SoV lets you see if those changes translate into stronger presence in AI-generated answers.
How to Track Your AI Share of Voice in Semrush
You can track AI SoV in both Semrush’s AI Visibility Toolkit and Enterprise AIO solution.
Let’s see how to track it with both options.
Finding AI Share of Voice in the AI Visibility Toolkit
In Semrush’s AI Visibility Toolkit, you’ll find AI SoV in the Brand Performance report.
Enter your domain and click “Analyze.”
Once you add your target location and language, you’ll see an overview of how your brand performs in AI search relative to competitors.
You can keep the automatically suggested brands or add your own competitors to refine the comparison.
From here, use the drop-down near the top to choose the AI system you want to focus on—like ChatGPT, Google AI Mode, or Perplexity—to see how your performance compares across platforms.
Scroll down to the “Share of Voice" section to see a pie chart showing each brand’s AI share of voice in your category. Larger slices indicate stronger visibility.
Use this data to:
- Understand how your brand’s visibility changes when you switch between different AI search platforms (e.g., ChatGPT, Google AI Mode, and Perplexity).
- Compare how your brand performs against your main competitors and across diverse competitor groups
- Understand whether your overall presence in AI search is improving or declining
Finding AI Share of Voice in Enterprise AIO
Semrush Enterprise AIO enables large organizations to monitor and shape their presence in AI systems, and it shows your AI share of voice when you go to “AI Performance” > "Overview."
In Enterprise AIO, this metric is how visible your brand is in AI responses over the specified time range and is calculated using the number of brand mentions and the position of your brand within each AI response.
For ChatGPT, the calculation also considers the topic’s search volume in addition to the number and position of brand mentions.
Scroll down to “Historical Trend” to see how you and your competitors’ AI SoV has changed over the selected time range.
How to Improve Your AI Share of Voice
Improving your brand’s AI share of voice comes down to taking actions that improve your AI mentions and citations:
1. Strengthen Your Footprint Across Relevant Topics
Covering new topics in your niche that competitors currently dominate can close those gaps to lift your AI SoV.
To find your topic gaps, open the Competitor Research report in the AI Visibility Toolkit, scroll to “Topics & Prompts,” and click “Missing.”
This shows you the exact prompts where AI platforms mention your competitors but not you.
Use this list to decide where to create new content or update existing pages, so your brand can appear in the same places your rivals already resurface.
2. Expand Your Cross-Channel Visibility
Growing your cross-channel visibility by appearing on review sites, industry publications, forums, and social platforms increases the likelihood of showing prominently in AI responses.
To find good mention opportunities, go to the Competitor Research report, select the “Sources” tab,and click “Missing.”
The “Missing” domains are sources AI tools use to find information about your category that mention competitors but not you. From this list, prioritize the sources that get referenced the most.
Once you know which sources you want to show up in, take actions like pitching editors to request coverage and updating your listings. These activities can get your brand included in the sources AI already trusts.
3. Strengthen Your Technical Foundation
A strong technical foundation helps AI platforms reliably access and interpret your pages, increasing your chances of appearing in relevant responses.
To analyze your current site health and spot such technical blockers, use the Site Audit tool.
Then, prioritize fixes related to AI search. For example:
- Improve anchor texts in your internal linking (e.g., replace vague “learn more” links with descriptive wording AI can interpret)
- Avoid empty or missing anchors that strip context from your links
- Make sure your key pages have strong internal linking, so crawlers can understand your site structure and surface your most important content
4. Shape Sentiment Toward Your Brand
Monitor how AI talks about you and take steps to improve sentiment that increase the chances you’ll be favorably featured in AI responses.
Consistently positive wording helps reinforce your brand’s credibility and strengthens how you’re represented in AI responses.
Use the Perception report to check your overall brand sentiment.
Then, scroll to the “Key Sentiment Drivers” section to understand what factors contribute to positive AI coverage and what factors contribute to negative coverage.
The report highlights strong praise for Monday’s ease of use, no-code automations, and helpful integrations.
It also notes gaps in depth compared to other tools, limited advanced controls, and a steeper learning curve for custom setups.
With these brand sentiment insights, you can prioritize key actions like:
- Addressing recurring negative themes by creating content that explains fixes, clarifies confusing areas, or highlights improvements (e.g., support quality, pricing, onboarding)
- Strengthening key pages with updated, positive context about your product’s strengths, differentiators, and recent improvements, so AI systems can pull more accurate and helpful information
- Contributing to relevant discussions across external platforms (reviews, listings, comparisons, communities) to improve how your brand is represented in the sources AI frequently cites
Further reading: How to Rank in AI Search
Monitor Your AI Share of Voice Over Time
Your AI share of voice isn’t something you check once. It shifts as competitors move, AI models update, and your own authority changes.
Tracking AI SoV over time shows whether your visibility is improving or slipping—and whether your efforts are working.
Semrush gives you the tools to monitor this consistently, with the AI Visibility Toolkit for smaller teams and Enterprise AIO for larger organizations.