What is the difference between share of voice and visibility?

Visibility is the percentage of answers in which your brand appears, whereas share of voice is the percentage of mentions that belong to you within the total mentions of all brands, so the first measures presence and the second measures relative weight against the competition.

Why is there a category called “other brands”?

Because the analysis extracts every company named in each answer, including those you have not registered as competitors, and grouping them shows how much of the conversation goes to companies you do not follow yet, which helps you discover new competitors.

What average position is considered good?

The average position indicates the place at which your brand is cited within the answer, with 1 being the first brand named, so a lower value is better, and it is best to compare it with your competitors instead of looking for a fixed threshold, since it depends on how many brands usually appear in the answers of your industry.

Share of voice in AI: how much of the conversation is yours

Updated on October 4, 2026

Share of voice in artificial intelligence is the percentage that the mentions of your brand represent out of all the brand mentions that appear in the answers AI models give to the questions of your industry, and it tells you not only whether you are named but how much room you take up in the conversation compared with your competitors and with the other companies the models recommend.

Split of mentions in a real project

In this example project the brand holds 56% of the 2,625 mentions recorded, the four competitors with the most mentions add up to less than 8%, and the remaining 36% belongs to the rest of the brands, including companies the project does not track yet.

Your brand1,483 mentions · 56%
Competitor A90 mentions · 3%
Competitor B58 mentions · 2%
Competitor C21 mentions · 1%
Competitor D18 mentions · 1%
Other brands955 mentions · 36%

Real data from a production project: 1,503 responses analyzed between August 6 and October 4. Brand names have been replaced with generic labels.

What counts as a mention?

Every time a model names a brand within an answer, Mirvel records a mention along with the place it takes among the brands cited, and classifies them as your brand, competitors you have added to the project and other brands you do not track, because the analysis extracts every company that appears in the text and not only the ones you told it about.

The names of the AI tools themselves, such as ChatGPT, Gemini, Perplexity or Claude, are excluded from the count, since the models sometimes mention them when they recommend other tools and they are not real competitors of any business, so that the split reflects only the companies of your industry.

Why doesn't it match visibility?

Visibility counts answers and share of voice counts mentions, so they measure different things: a brand can appear in few answers and still take a large share of the mentions if it is named several times whenever it appears, and conversely a brand present in many answers can have a low share if it always shares the spotlight with many others.

In the example project the first case is exactly what happens, since the brand appears in 33% of the answers but gathers 56% of the mentions, which means that when the models recommend it they do so insistently, and the average position at which it is cited is also visible, 3.8 in this case, where 1 means it is the first brand named.

How is it used to make decisions?

Share of voice is especially useful for deciding which competitors deserve your attention, because the ranking of mentions in the industry reveals companies with a lot of weight in the answers that you may not have registered yet, and the Mirvel dashboard suggests them as brands to consider so that you can add them to your list and make the tracking more precise.

It also lets you check whether a communication or content action has changed the split, because if your share rises while that of your competitors falls, that is a stronger sign of real gain in space than an isolated increase in your own mentions.

Frequently asked questions

What is the difference between share of voice and visibility?: Visibility is the percentage of answers in which your brand appears, whereas share of voice is the percentage of mentions that belong to you within the total mentions of all brands, so the first measures presence and the second measures relative weight against the competition.
Why is there a category called “other brands”?: Because the analysis extracts every company named in each answer, including those you have not registered as competitors, and grouping them shows how much of the conversation goes to companies you do not follow yet, which helps you discover new competitors.
What average position is considered good?: The average position indicates the place at which your brand is cited within the answer, with 1 being the first brand named, so a lower value is better, and it is best to compare it with your competitors instead of looking for a fixed threshold, since it depends on how many brands usually appear in the answers of your industry.