Share of Voice Tool

HubSpot AEO measures AI share of voice by running your tracked prompts daily against ChatGPT, Perplexity, and Gemini, capturing each engine's response and analyzing it for brand mentions — yours and your competitors'.

Share of voice is expressed as a percentage of total brand mentions across all tracked responses. Because prompts run daily across all three engines, your share of voice data updates continuously rather than reflecting a single point in time.

Share of voice varies by industry, category competitiveness, and company size. Newer or smaller brands typically have lower AI share of voice — not because of product quality, but because AI training data draws heavily from third-party coverage, analyst references, and authoritative publications where established brands have more accumulated presence.

The more useful benchmark isn't an absolute number but your trend over time: is your share of voice growing relative to competitors as you earn coverage and publish content?

Answer engines increasingly influence how buyers research and compare solutions in your category. 

A brand with strong AI share of voice is consistently present in those conversations and referenced alongside or ahead of competitors when answer engines synthesize category information for users. Your share of voice in answer engines is becoming as strategically important as your keyword rankings were a decade ago.

Add competitors during HubSpot AEO setup and their brand visibility and share of voice are tracked in the same dashboard as yours — across the same prompts, the same engines, and the same time period. 

You can see how a competitor's share of voice shifts week over week relative to yours, which prompts they're winning that you're not, and which citation sources are driving their visibility. That data feeds directly into your Recommendations, so you're not just watching competitors gain ground; you're getting a specific plan for closing the gap.

Your share of voice score reflects how prominently answer engines reference your brand in AI-generated responses relative to competitors. Improving it generally means increasing your brand's footprint in the sources answer engines draw from: industry publications, analyst coverage, comparative content, reviews, and third-party mentions that consistently position your brand within its category.

HubSpot AEO surfaces exactly which of those gaps to close first; it tracks share of voice across specific prompts and delivers targeted recommendations based on where competitors are outperforming you.

• CMOs and marketing leaders tracking brand visibility metrics across AI-powered discovery channels
• SEO professionals adapting their strategy for answer engine optimization
• Brand managers monitoring competitive positioning in AI-generated responses
• Content strategists identifying gaps between their brand's intended category presence and how answer engines actually represent it
• Demand generation teams whose organic traffic is declining and who need to understand and influence the channel replacing it

HubSpot's AEO Grader is a free, one-time diagnostic. Enter your brand details and it analyzes how GPT-5.2, Perplexity, and Gemini currently position your brand within your competitive category. The tool returns a composite score out of 100, a dedicated Share of Voice score out of 10, scores across all five dimensions, a written interpretation, and an exportable report. No account required, no cost.

HubSpot AEO is an ongoing monitoring tool. It tracks your brand's share of voice across specific prompts your buyers are asking answer engines, shows how that visibility changes week over week, and surfaces where competitors are gaining or losing ground on the same queries. It includes citation analysis, competitive comparison, and prioritized recommendations. HubSpot AEO is priced at $50/month with a 28-day free trial.

The short version: this share of voice tool answers "where does my brand stand in AI category conversations right now?" HubSpot AEO answers "how is that changing, and what should I do about it?"