Prompt share (share of voice in AI answers)
Prompt share is the percentage of relevant buying prompts for which a brand appears in an AI engine's answer, measured per engine with repeated runs. It is the AI-search version of share of voice: of all the moments an engine recommends someone in your category, how many include you.
What is Prompt share (share of voice in AI answers)?
Prompt share turns AI visibility into a number a team can manage. You define the set of commercial prompts that precede a purchase in your category, the questions a real buyer asks when comparing options. You then run those prompts against each engine and record the share in which the brand is named. Tracked over time, prompt share shows whether GEO work is actually moving the answers, and where competitors hold ground you should own.
How it works
The prompt set is built first: real buying questions, phrased the way buyers phrase them, covering comparisons, recommendations and use cases. Each prompt is run multiple times per engine, because answers vary between runs and a single result is noise. The share of runs naming the brand, per prompt and per engine, becomes the baseline. From there the work is prioritisation: which high-intent prompts you are absent from, which sources those answers cite, and what content or citations would change them.
Why it matters
Prompt share tells you which sales conversations you are being excluded from before they start, prompt by prompt. drio agency reports prompt share per engine as one of its two headline numbers, alongside booked meetings attributed to AI conversations, so visibility work is always tied to the prompts that actually precede revenue.
Key takeaways
- Prompt share measures the percentage of relevant buying prompts in which an engine names the brand.
- Repeated runs per prompt are mandatory, because AI answers vary and single results are noise.
- The commercial value of prompt share depends entirely on the prompt set, so it must be built from real buying questions.
Frequently asked
- How is prompt share different from share of voice?
- Prompt share is share of voice adapted to AI search. Classic share of voice measures presence across advertising or search rankings, where impressions can be counted directly. Prompt share instead samples the answers themselves: a defined set of buying prompts is run repeatedly against each engine, and the metric is the share of those answers that name the brand. It measures presence at the moment of recommendation rather than the moment of exposure.
- How many prompts does a useful prompt set need?
- A useful prompt set covers the distinct buying questions in a category rather than hitting a fixed count: comparison prompts, recommendation prompts, and problem prompts that precede a purchase. Quality beats volume, because ten prompts real buyers ask reveal more than a hundred generated variations of one question. The set should be revisited as the category's language changes, since buyers update how they ask before dashboards do.
Related terms
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