> ## Documentation Index > Fetch the complete documentation index at: https://docs.palagus.ai/llms.txt > Use this file to discover all available pages before exploring further. # Share of Voice Understand how your brand’s presence in AI-generated answers compares with other brands. ## What is Share of Voice? Share of Voice, or SoV, measures your brand’s share of all brand mentions within the analyzed AI responses. Share Of Voice It helps you understand how much of the brand conversation your brand captures compared with the other brands included in the analysis. A Share of Voice of **30%**, for example, means that your brand accounts for 30% of all counted brand mentions within the selected filters and time period. Unlike Visibility, Share of Voice is a relative metric. Your score depends not only on how often your brand appears, but also on how often your competitors appear. We let you set the focus and decide which competitors are important to you. ## How Share of Voice is calculated Share of Voice is calculated using the following formula: Share of Voice = Your brand mentions ÷ All included brand mentions × 100 ### Example Palagus analyzes the AI responses generated for your tracked prompts and records the following brand mentions: Your brand: 30 mentions Competitor A: 45 mentions Competitor B: 15 mentions Competitor C: 10 mentions The total number of brand mentions is: 30 + 45 + 15 + 10 = 100 Your Share of Voice is therefore: 30 ÷ 100 × 100 = 30% ## What Share of Voice tells you Share of Voice answers the following question: > How much of the analyzed brand conversation belongs to this brand? You can use Share of Voice to: * Compare your brand’s presence with competitors * Identify which brands dominate AI-generated answers * Discover personas for which certain competitors are stronger * Compare competitive performance across topics * Examine differences between AI models * Monitor changes in your competitive position over time ## Understanding your Share of Voice score Share of Voice is best interpreted in relation to the competitors included in the analysis. There is no universal “good” Share of Voice score. Its meaning depends on: * The number of brands considered * The competitors included * The prompts being tracked * The selected personas * The topics covered * The AI models analyzed * The selected time period * The active filters For example, a Share of Voice of 25% can represent a strong result in a market with many relevant competitors. The same score could indicate weaker performance when only two brands dominate the analyzed answers. Always review which brands contribute to the calculation before interpreting the result. ## Visibility vs. Share of Voice Visibility and Share of Voice answer different questions. ### Visibility Visibility measures how frequently your brand appears across all analyzed AI responses. Visibility = Responses mentioning your brand ÷ All analyzed responses × 100 ### Share of Voice Share of Voice measures your brand’s share of the brand mentions included in the analysis. Share of Voice = Your brand mentions ÷ All included brand mentions × 100 ## Which brands are included? The Share of Voice score depends heavily on the brands included in the denominator. Palagus can calculate Share of Voice using one of two approaches: ### Tracked brands only The calculation includes: * Your own brand * Competitors explicitly added to the project ## Using filters Share of Voice changes according to the active filters. Depending on the available Palagus data, you can filter by: * Date range * Persona * Topic * Prompt * AI model * Country Filters allow you to move from a general market comparison to a specific competitive question. For example: > What is our Share of Voice for procurement managers within product-comparison topics on a specific AI model? Always check the active filters and included brands before comparing two Share of Voice scores. ## Why Share of Voice can change Your Share of Voice can change even when the number of mentions for your brand remains stable. This happens because Share of Voice is relative. ### Example *During the first period:* Your brand: 20 mentions Other brands: 30 mentions Total: 50 mentions Share of Voice: 40% *During the second period:* Your brand: 20 mentions Other brands: 60 mentions Total: 80 mentions Share of Voice: 25% Your brand still has 20 mentions, but its Share of Voice decreases because other competitors appear more frequently. The score can also change when you: * Add or remove competitors * Add or remove prompts * Change persona assignments * Modify topic associations * Select another AI model * Change the date range * Change the monitored location * Update brand names or aliases * Change which detected brands are included For meaningful historical comparisons, keep the competitive set and prompt set consistent. ## How to investigate a low Share of Voice A low Share of Voice means that other included brands receive a larger share of the analyzed brand mentions. It does not explain why this happens. ### 1. Identify the leading competitors Review which competitors have the highest Share of Voice. Determine whether one brand dominates the conversation or whether your share is distributed across several competitors. ### 2. Compare personas Identify the personas for which the competitive gap is largest. This can reveal whether specific audiences associate competitors more strongly with their needs. ### 3. Compare topics Look for topics where competitors receive a significantly larger share of mentions. These topics may reveal gaps in positioning, content, authority, or market recognition. ### 4. Review the underlying prompts Find the prompts where competitors appear and your brand does not. Check whether: * Your brand is relevant to the question * The prompt contains requirements your product does not address * Competitors are associated with a specific use case * The customer intent matches your positioning ### 5. Review brand position Your brand may appear in the same answers as competitors but be listed later. Combine Share of Voice with Average Position to determine whether the problem is absence, prominence, or both. ### 6. Analyze sources Review the sources associated with competitors. Look for: * Competitor comparison pages * Industry publications * Review platforms * Community discussions * Partner websites * Relevant content formats The goal is not simply to copy competitor content. Use the sources to understand which information and external signals influence the AI-generated answers. ### 7. Monitor the trend Track the same prompts and competitor set after making improvements. A single Share of Voice result provides a snapshot. The trend shows whether your relative competitive presence is improving. ## Frequently asked questions ### Is a higher Share of Voice always better? A higher Share of Voice means that your brand receives a larger share of the included brand mentions. However, you should also review the brand’s position, sentiment, recommendation context, and associated sources. ### Do all Share of Voice scores add up to 100%? Yes, when all brands are calculated using the same set of responses and the same inclusion rules, their Share of Voice values add up to 100%, apart from possible rounding differences. ### Can my Visibility increase while my Share of Voice decreases? Yes. Your brand may appear in more responses while competitors increase their mentions at an even faster rate. ### Can my Share of Voice increase without receiving more mentions? Yes. If competitor mentions decrease while your own mentions remain stable, your relative share can increase. ### Does a repeated brand name count several times? The recommended Palagus calculation counts a brand once per analyzed response. Repeated mentions of the same brand within one response should not artificially increase the score. ### Are untracked brands included? That depends on the calculation model Palagus uses. For a stable and transparent headline metric, the recommendation is to calculate Share of Voice using your brand and the competitors explicitly tracked in the project. Untracked brands can be displayed separately. ### Why did my Share of Voice change after adding a competitor? Adding a competitor can change the total number of included brand mentions. Because Share of Voice is relative, changing the competitive set can change historical and current percentages. ### Does Share of Voice show whether AI recommends my brand? Not necessarily. A brand may be mentioned as an alternative, comparison, example, or unsuitable option. Review the underlying response, position, and sentiment to understand the context. ## Related metrics * Learn about [**Sentiment**](/sentiment) * Learn about [**Average Position**](/average-position) * Understand [**Visibility**](/visibility) This documentation is built and hosted on [Mintlify](https://mintlify.com), a developer documentation platform.