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Overview

Share of Voice measures what fraction of the total conversation belongs to you. When AI platforms answer your tracked prompts, they usually name more than one brand — Share of Voice is your mentions divided by the mentions of everyone named, tracked competitor or not.

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How it’s calculated

Share of Voice is worth 15 of the AIS Score’s 100 points.
The critical design choice is what counts as the “competitive field.” It isn’t limited to the competitors you’ve explicitly added under Competitors — it’s the brand’s real competitive universe: your tracked competitors’ mentions, plus every other brand the AI named in answers to your prompts, whether you’re tracking it or not. Surfais runs a brand-extraction pass on every completed scan that records every brand name an answer used; tracked names are matched deterministically, and everything else forms the unattributed field that also counts toward the denominator. This matters because a narrow denominator is easy to game by accident: if you only track two competitors and an AI answer actually names twenty brands, dividing by just those two makes your share look artificially dominant. Surfais divides by the real conversation instead.
Because the denominator includes brands you haven’t explicitly added as competitors, your Share of Voice can be lower than intuition suggests even when you’re comfortably ahead of the competitors you do track. That’s the field being honest, not a bug — check the org-level discovered brands view to see who else is showing up.
Unlike Position and Sentiment, Share of Voice applies no credibility shrinkage — it’s a direct ratio of actual mention counts across the field, not a when-present quality average that needs correcting for small samples.

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Why it matters

Share of Voice is the signal most directly shaped by your competitive set and your prompt list, because both determine the size and composition of the field you’re being measured against. Adding a new competitor, or a prompt that tends to surface a crowded field of brands, can move your Share of Voice even if your own mention count hasn’t changed at all — the denominator moved, not your numerator. See Why scores move for how to read a Share of Voice shift correctly. A low Share of Voice with strong Visibility means you’re being mentioned reliably, but you’re one name among many rather than the dominant one — worth reviewing which other brands are consistently sharing the field with you in Competitor Share of Voice.

AIS Score

How Share of Voice combines with the other three signals into the headline number.

Competitor Share of Voice

See exactly who makes up your competitive field.

Competitors

Manage the competitors you track explicitly.