Share of Model (SoM)
Share of Model (SoM) is a digital marketing metric that measures the frequency and sentiment with which a brand is cited or recommended by Generative AI models compared to competitors. It effectively replaces "Share of Voice" (SOV) in the age of AI search and conversational interfaces.
The New Competitive Battlefield
Ranking #1 on Google doesn't matter if ChatGPT recommends your competitor when users ask "What's the best [product category]?" Share of Model quantifies this new reality by tracking how often AI models mention, recommend, or cite your brand across thousands of queries. If you have 30% SoM in your category, it means AI models recommend you in roughly 3 out of 10 relevant queries. This metric is becoming mission-critical because conversational AI is rapidly replacing traditional search—capturing SoM means capturing the future of customer acquisition. Leading brands are already tracking SoM weekly and optimizing content specifically to increase AI citations.
Share of Voice (SOV) vs. Share of Model (SoM)
Real-World Impact
Brand has 40% Share of Voice in Google Search
Appears in 40% of paid/organic search results
Strong traditional search presence
Brand has only 12% Share of Model in ChatGPT
Competitor cited 3x more often in AI responses
Losing 68% of AI-driven discovery opportunities