The single most useful competitive metric for the generative era - how often your brand appears in AI answers versus the competitors you actually care about.
For a given prompt set P, engine list E, and competitor set C (you plus competitors), share of voice for brand b is:
SoV(b) = mentions(b) / sum(mentions(c) for c in C)
Mentions are counted per analysed answer with a deterministic mention parser (exact + alias + entity match). One brand can be mentioned multiple times in one answer but counts as one mention per answer.
The aggregate is only useful when you can drill into the individual prompts. The platform shows you exactly which prompts you're winning, missing or losing - per engine, per week:
Mention rate tells you how often you appear. Share of voice tells you whether you're winning.
Three reliable levers:
Third-party 'best X' and 'X vs Y' pages drive more mentions than any other tactic.
Specific numbers, named customers and structured comparisons get extracted more often than brand copy.
Find the prompts a competitor wins; ship content + PR targeted at those specific intents.
Verify the lift; lock the wins; rotate to the next 5 gaps.
Pair this with the tracking playbook and the improvement playbook for an end-to-end program.