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Share of Voice is the percentage of products an AI lists in its answer that are your brand: (your brand mentions in response ÷ total brand mentions in response) × 100, averaged across responses where you appeared. Erlin counts every product listed in each response and records how many match your brand. It is the AI-search version of share of shelf.

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Why it matters

When AI recommends five products and yours is one of them, you share attention with four competitors. When AI recommends only two and yours is one, you own half the conversation. Share of Voice tells you how much of the recommendation space your brand occupies. Gaining share means fewer competitors splitting attention with you on the questions that drive buying decisions.

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What Share of Voice tells you

Share of Voice measures prominence. When AI lists five products and yours is one of them, your Share of Voice for that response is 20%. When AI lists only you and one competitor, it is 50%. The dashboard averages this across every response where your brand appeared. High Share of Voice means AI treats you as a leading recommendation. Low Share of Voice means your brand appears but always as one name in a crowded list. Filter by folder to see which prompt groups give you the strongest or weakest share.

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How Erlin calculates it

For every AI response that lists products, Erlin counts the items matching your brand and the total items listed.
The dashboard score is the average across every response where your brand appeared. Responses that did not mention your brand are excluded from this calculation. Worked example: AI responds to “Best CRM for small business” with five products: HubSpot, Salesforce, your brand, Pipedrive, Zoho. 1 ÷ 5 × 100 = 20% for this response. Another response lists only your brand and one competitor: 1 ÷ 2 × 100 = 50%. Erlin averages both to produce the dashboard number.

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How to read it in Erlin

A rising Share of Voice means AI is giving your brand more room in its recommendation lists. A falling share means competitors are taking space. Compare your share against specific competitors in the Competitor Leaderboard to see who is gaining and who is losing. Filter by platform to find where one or two competitors dominate.

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How to improve it

Own specific framings. AI tends to list 3-5 brands for specific questions (“best CRM for solo founders”). Strong content that owns one specific framing gets you onto shorter lists where Share of Voice is naturally higher. Broader questions produce longer lists and dilute your share. Build first-party reputation signals. Reviews, expert endorsements, awards, and category-defining content push AI toward featuring your brand more prominently. Erlin’s Publications view shows which publications carry the most weight with AI. Filter by folder to find low-share prompt groups. A folder with high Visibility Score but low Share of Voice represents a topic where AI knows about you but does not prioritize you. That is where to focus authority-building content.

Visibility Score

How often AI mentions your brand across tracked prompts.

Citation Rate

Your share of the sources AI cites in its answers.

Avg Position

Where your brand lands when AI ranks recommendations.

Sentiment

The tone of AI mentions about your brand.