AI share of voice: compare competitors in AI search
See which brands AI names most on each platform, topic and prompt with the Performance Matrix, and simulate any competitor’s view.
To compare your AI share of voice with competitors, open AI Visibility and click the Competitors tab. The Performance Matrix scores every tracked brand on each AI platform, topic or prompt, and Top Visible Brands ranks who wins each one. Together they show where a rival owns the conversation in ChatGPT, Perplexity or Google AI Overviews, and where you’re ahead.
Both cards also appear at the bottom of the Overview tab.
Read AI share of voice in the Performance Matrix
Each cell is one brand’s score on one platform, topic or prompt, shaded from low to high. Your brand is marked You. The Average row at the bottom is the field’s typical score for each column, so you can tell at a glance whether a platform is hard for everyone or just for you.
Use the controls in the top right:
- Platform, Topic or Prompt decides what the columns compare. With Platform, brands run down the side. With Topic or Prompt, the topics or prompts run down the side and brands across the top.
- The metric select switches between Visibility, Share of Voice, Position and Sentiment.
- Click any column header to sort by it. Hover a cell to see every figure and its change on the previous period.
What the shading means depends on the metric:
| Metric | Top band | Bottom band |
|---|---|---|
| Visibility | 60% and above, mentioned in most answers | Under 5%, rarely mentioned |
| Share of Voice | 30% and above, dominates the conversation | Under 5%, rarely heard |
| Position | 1st, named first | 6th or lower, few readers get this far |
| Sentiment | 67 and above, positive | Under 34, negative |
Position and Sentiment are left blank for a brand that appears in under 5% of answers. A handful of mentions isn’t enough to give a fair average.
Top Visible Brands: who wins each platform, topic or prompt
Below the matrix, Top Visible Brands takes each platform, topic or prompt and ranks the brands on it, best first. It uses the same Platform / Topic / Prompt switch and metric select.
Where the matrix is good for spotting patterns across the board, this card answers one question fast: who does ChatGPT reach for first? Who wins the “pricing” topic? Which brand owns your most important prompt?
If a metric is greyed out in the select, there’s no data for it in the date range you picked. Hover it to see why.
Filter the comparison
The Competitors tab has its own filter bar: All Topics, tags, branding, intent, All Platforms and the date range.
Two filters change the picture most:
- Non-branded under branding. Branded prompts name you, so they flatter your numbers. Non-branded prompts are the fair head-to-head. See tag and label prompts.
- One topic at a time. A brand that looks average overall often dominates one topic and barely shows up in another.
Compare and simulate from the brand picker
On the other AI Visibility tabs, the first filter is the brand picker.
- Compare. Tick competitors to add them to multi-brand views such as the Leaderboard.
- Simulate. Hover a competitor and click Simulate to see every tab from that brand’s side: its prompts, its citations, its fan-out searches. A banner reads “Simulating the view for Salesforce. Data reflects this brand.” Click Exit simulation to return to your own brand.
Simulating is a quick way to study a rival’s strengths. Look at the prompts where they score highest and the pages cited there, then compare them with your own.
Turn the comparison into a plan
- Sort the matrix by your own column and find the platform or topic where you trail the leader by a small margin. Those gaps usually close with one or two strong pages.
- Switch to Prompt to find the exact questions the leader wins.
- Open those prompts on the Prompts tab and read the answers.
- Check Citations and the Mention Gap for the pages that name them and not you.
- Write the page or pitch the publisher, then watch the matrix over the next few weeks.
A platform where every brand scores low, shown by a low Average, is often easier to win than one where the leader sits at 80%. Early content there can move you to the top quickly.
Choose which competitors to track
The brands in the matrix are the ones in Settings, under Competitors. Add a rival with Add Competitor, or open Suggestions to see brands that already appear next to you in AI answers, with their mentions over the last 30 days, and click Track.
Add Other names and Other domains for each competitor so their mentions and citations are counted correctly. See Brand Brain competitors.