AI answer metrics
AI visibility, share of voice, average position, sentiment and sources per answer — definitions and formulas.
| Metric | The question it answers | Range | Better |
|---|---|---|---|
| AI visibility | How often am I named? | 0–100% | Higher |
| Share of voice | How crowded are the answers that name me? | 0–100% | Higher |
| Average position | How early am I named? | 1 and up | Lower |
| Sentiment | How positively am I described? | 0–100 | Higher |
| Sources per answer | How many web sources does one answer cite? | 0 and up | — |
All five are computed for each AI chatbot separately and then averaged. Prompts in Brand profile topics are left out. See How we calculate for why.
AI visibility
The share of AI answers that name your brand at all.
per chatbot = answers naming you ÷ all answers of that chatbot × 100
AI visibility = average across all AI chatbots
Every answer counts in the denominator, including answers that name no brand at all.
Example: for a single chatbot, 75% means three out of four of its answers named you. With several chatbots, AI visibility is the average of their shares: if ChatGPT names you in 75% of answers and Gemini in 25%, AI visibility is (75% + 25%) ÷ 2 = 50%. See Per chatbot first, then across chatbots.
What it doesn't tell you: where in the answer you were named, or how. Being named eighth in a list counts the same as being named first — read it together with average position and sentiment.
Share of voice
How much of each answer's attention you get, in the answers that name you. The brands named in one answer split the credit evenly.
per answer naming you = 1 ÷ number of brands named in the answer
per chatbot = average of that share × 100
share of voice = average across all AI chatbots
Every brand named in the answer counts, not only the competitors you track.
Example: named alone, you get 100%. Named alongside three other brands, you get 25%. If those are two answers from the same chatbot, its share of voice is (100% + 25%) ÷ 2 = 62.5%. The chatbots' results are then averaged, just like AI visibility.
In media measurement, "share of voice" usually means your share of all mentions in a market. Here it is measured only over the answers that name you, so it tracks crowding, not reach. High visibility with a low share of voice means you are named often, but as one name in a long list.
What it doesn't tell you: how often you are named. A brand named once, alone, has 100% share of voice. Always read it next to AI visibility.
Average position
The average place at which your brand is named within an answer. 1 means you were the first brand named. Lower is better.
per answer naming you = your place among the brands named
per chatbot = average place
average position = average across all AI chatbots
Answers that don't name you are left out, and so are answers where no order between brands can be determined. The order within a single answer is approximate. The AI Visibility page labels an average position of 4 or worse as "named late", unless a more severe summary already applies.
What it doesn't tell you: anything about the answers that don't name you. A brand named once, first, has a position of 1.
Sentiment
How positively AI chatbots describe you when they name you, on a 0–100 scale.
each mention of you = positive 100 · neutral 50 · negative 0
per chatbot = average over your mentions
sentiment = average across all AI chatbots
How to read it: 50 is not "half good" — it means nothing good and nothing bad was said. 75 sits halfway between all-neutral and all-positive. An average hides its mix: 75 can be half positive and half neutral, or mostly positive with a few negatives.
Only answers that name you count, and one answer can mention you more than once.
The Brand Profile measures sentiment separately, on the questions that ask about you by name. Each of those answers is scored on its own — half its overall verdict, half the share of the points it makes about you that are positive — and the page shows the average of the answers, not an average across chatbots. See Brand Profile metrics.
Sources per answer
The average number of web sources an AI chatbot cited per answer. Answers citing nothing count as zero. This metric is also computed per chatbot and then averaged. Answers with no sources at all are listed on Cited Sources.
Correcting a wrong detection
Sometimes an answer names a different company with a similar name, or uses your brand name as an ordinary word. You can mark such an answer as not mentioning your brand. It then stops counting toward your visibility, share of voice and sentiment. You can also report a mention we missed or a wrong competitor.