Definition
Share of Model
Share of Model is a proposed brand-measurement metric capturing the percentage of AI-generated responses about a category in which a brand appears. Coined by Tom Roach in Marketing Week, it is an AI-era counterpart to share of voice.
Share of Model is a brand-measurement concept coined by Tom Roach to describe the percentage of AI-generated responses about a product category in which a given brand is mentioned, recommended, or cited. If a user asks ChatGPT "what are the best project-management tools?" and Asana appears in 70% of the responses run over a representative sample, Asana has a 70% Share of Model for that category.
Unlike share of voice — which measures a brand's paid and earned media exposure in a traditional media landscape — Share of Model reflects a brand's standing inside the AI layer that users increasingly consult before making decisions.
Why Share of Model Matters
In a world where consumers and B2B buyers run their product research through AI assistants, a brand can have dominant paid media share, excellent SEO, and healthy PR coverage — and still be invisible to a meaningful slice of its buyer base. Share of Model provides a measurement framework for that invisibility, and a directional signal for where to invest in LLMO and AI advertising.
Share of Model is complementary to, not a replacement for, share of voice or share of placement. A sophisticated AI-era brand dashboard tracks all three.
How to Measure Share of Model
Measurement requires running a representative query set against the major LLMs (ChatGPT, Claude, Gemini, Perplexity), recording which brands appear in each response, and aggregating by category. Several tools — LLMrefs, Profound, Otterly, Goodie — implement this measurement, typically with weekly or daily refresh cadences.
How Surfacedd Helps
Surfacedd publishes Share of Placement, a complementary metric focused on paid AI surface visibility, and integrates with LLM brand-monitoring platforms so brands can track the organic Share of Model alongside the paid Share of Placement in one dashboard.
Related Terms
Related Terms
Share of Voice measures how often a brand is mentioned across a conversation space; Share of Placement measures the percentage of disclosed sponsored surfaces a brand occupies in an AI ad network over a time period.
AI Brand MonitoringAI brand monitoring is the practice of tracking how, where, and how often a brand appears inside AI-generated responses across ChatGPT, Claude, Gemini, Perplexity, and Google AI Overviews.
AI VisibilityAI visibility refers to how frequently and prominently a brand, product, or website appears in AI-generated responses across platforms like ChatGPT, Perplexity, Google AI Overviews, and other AI assistants.