Definition
Share of model is the percentage of relevant AI answers where your brand shows up, across the engines, for a set of questions that matter to your category. It is the AI-search counterpart to share of voice, and it is becoming a headline metric for how present you are.
On this page
At a glance
- Categories Measurement
- Related fields Analytics, GEO
- Difficulty Intermediate
What share of model measures
Pick the questions that matter in your category, run them through the engines, and count how often your brand appears in the answers. That percentage is your share of model. It answers the blunt question every marketer eventually asks: when a customer asks AI about what we sell, how often do we even come up? One number, tracked over time, against your competitors.
Share of model versus share of voice
The two overlap and people use them loosely, so here is the clean split. Share of voice usually frames your mentions against competitors in a given space. Share of model emphasizes how much of the total answer space you occupy across the models themselves. In practice they measure nearly the same thing from slightly different angles, and either way the goal is the same: quantify a presence you can move.
Why it is the metric to watch
As AI answers absorb more of the buying journey, share of model becomes the closest thing to the keyword rankings marketers used to live by. It turns a vague ambition, show up in AI, into a trackable percentage you can benchmark, report, and improve. Watch it by engine and by persona, not just as one blended figure, because you can be strong on ChatGPT and invisible on Gemini, and the average hides it.
Frequently Asked Questions
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How is share of model different from share of voice?
They overlap heavily. Share of model emphasizes how much of the AI answer space you occupy across engines; share of voice emphasizes your mentions versus competitors. Many use them interchangeably.
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How is share of model measured?
By running a representative set of category questions through the engines and tallying how often your brand appears in the answers, ideally broken out by engine and persona.
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What is a good share of model?
It depends on your category and competition. The trend matters more than the absolute number: rising means your GEO work is landing.