Share of model measures how often your brand appears in AI-generated answers for a category, relative to competitors. It’s the AI-era analog of share of voice: instead of your slice of ad impressions or search visibility, it’s your slice of the “mindshare” an AI engine expresses when asked about your space.
How it’s measured
Run a representative set of category queries across the engines you care about, then calculate how frequently — and how prominently — your brand is named versus competitors. Aggregated across many queries and engines, that gives a share-of-model figure.
Why it matters
AI answers are often a single, synthesized recommendation rather than a list. Being named at all is the contest, so a relative metric — how much of the available “answer space” you own versus rivals — is more meaningful than your visibility in isolation.
Related reading
See share of voice explained for the full metric and how to track it, and compare with share of voice.