What Is Share of Model?
Share of model is the percentage of AI mentions in your category that go to your brand instead of a competitor. If you ask an AI model ten different questions about your category and your brand comes up in four of the answers while a competitor comes up in six, your share of model is 40 percent for that set of questions.
Where the term comes from
It is a direct descendant of share of voice, the older marketing idea of measuring how much of a conversation about your category is about you versus competitors, across ads, press, and social media. Share of model applies the same logic to AI answers specifically.
Why it is more useful than a single mention rate
Knowing your brand shows up 30 percent of the time sounds fine until you learn a competitor shows up 70 percent of the time for the same questions. Share of model forces the comparison, because AI recommendations are usually a competition between a handful of named options, not a pass or fail test.
How to calculate it
- Pick a realistic set of questions a customer in your category would actually ask
- Run them across the AI models that matter to you (ChatGPT, Gemini, Claude, Perplexity)
- Count how many total brand mentions came up across all the answers
- Divide your brand's mentions by that total
Tracking it over time
A single measurement is a snapshot. Models change, get retrained, and pick up new information constantly, so share of model on any given day can shift. Tracking it on a regular cadence, the way QueryTrace does, is what turns a one time number into something you can actually act on.
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