What Is Share of Model?
Share of model measures how often AI engines mention your brand versus competitors in a category — the AI-era equivalent of share of voice.
Definition
Share of model is the percentage of AI-generated answers in your category that mention your brand, compared with competitors. If buyers ask one hundred category questions and you appear in twelve answers while your main rival appears in forty, your share of model is 12% — and that gap predicts future market share better than any ranking position.
Why it matters
Classic share of voice (your ad spend vs the category's) predicted market share for decades. As research moves from results pages to AI answers, the relevant pie is no longer impressions but mentions inside the answer. Brands with high share of model get shortlisted by default; brands without it are invisible to a growing share of buyers. It is also one of the few AI-search metrics you can measure consistently over time.
What to do about it
- Define your prompt set: 8–15 buyer-intent questions in your category.
- Probe the engines monthly: count mentions of you and each competitor.
- Move the levers that shift mentions: third-party coverage, citations, quotable content, freshness.
- Watch the trend, not one run — answers drift weekly.
Frequently asked questions
Share of model vs share of voice?
Share of voice measures ad impressions. Share of model measures presence inside AI answers. As buyers shift research to AI, the second predicts the future better than the first.
What share of model should I aim for?
Start by measuring it — most brands have never looked and are surprised. Then improve on the trend line; the number matters less than the direction.
Measure it, don't guess it.
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