What is AI share of voice?
AI share of voice measures how much of the conversation in AI-generated answers belongs to your brand compared with your competitors. If AI engines mention five brands across a set of prompts and your brand accounts for a quarter of those mentions, your AI share of voice is 25%.
Share of voice has long been used in advertising and social media to measure market presence. In AI search it's even more important, because AI answers are short. An assistant might recommend only three to five options. Every mention a competitor earns is often a mention you lost.
Why track competitor visibility in ChatGPT and other AI engines
Your own visibility score only tells half the story. A 40% visibility score might be excellent in a crowded category, or worrying if your closest competitor sits at 80%. Competitor tracking puts your numbers in context and shows whether you're gaining or losing ground.
It also reveals how AI engines frame your category. Which brands are consistently recommended first? Which competitor dominates Perplexity but barely appears in Google AI Overviews? Which challenger brand is suddenly showing up in answers it never used to? These are signals you can't get from traditional SEO tools.
What RankBuilder's competitor analysis includes
Add competitors manually or accept the ones RankBuilder detects in your AI answers. Every benchmark is calculated from the responses already collected for your tracked prompts, so new competitors are scored instantly without waiting for another check.
- AI share of voice for your brand and each competitor.
- Visibility rate: the percentage of AI answers that mention each brand.
- Per-engine visibility for ChatGPT, Perplexity, and Google AI Overviews.
- Average list position when AI engines return ranked recommendations.
- Citation counts for each competitor's domain.
- Gap prompts: questions where one or more competitors are visible and you are not.
How to win back share of voice
Start with the gap prompts. For each one, read the AI answer and the sources it cited. Usually you'll see a clear reason the competitor was recommended: a well-structured comparison page, strong reviews on a cited platform, a mention in a popular "best tools" roundup, or simply clearer messaging about a use case you also serve.
Then respond with targeted work. Publish content that answers the prompt directly and explains where you're the better fit. Earn coverage on the sources the AI keeps citing. Update your product pages so your differentiators are stated plainly enough for an AI model to quote. Re-check those prompts afterwards and watch your share of voice shift.
Competitor analysis also helps you defend your position. If a rival starts gaining ground on prompts you used to own, you'll see it in the trend data before it shows up in lost deals.