AI share of voice tracking tools: what to use and how they compare
AI share of voice tracking tools compared on how they measure it, what they cost and what you can do next: Promptwatch, AthenaHQ, Scrunch AI, Profound and more.
Share of voice in AI search answers one question: out of all the times an AI engine answers a prompt in your category, how often is your brand the one it names? It is the closest thing the field has to market share, and it is why buyers look for dedicated AI share of voice tracking tools rather than a general rank tracker.
This guide compares the tools that report it, using vendor information read on 24 October 2026 and Promptwatch details as of 28 October 2026.
How AI share of voice is measured
The mechanics are simple, but the details change the number a lot.
- You define a prompt set, for example 50 questions a buyer asks about your category.
- The tool runs those prompts on a schedule across engines such as ChatGPT, Perplexity, Gemini and Google AI Overviews.
- For each answer it records which brands are mentioned, and sometimes where.
- Share of voice is your mentions as a fraction of all tracked brand mentions, over a period.
Because the denominator depends on which prompts and which competitors you track, two tools can show different numbers for the same brand. What matters is that the method is consistent over time. Check whether the tool lets you choose prompts, break the metric down by topic, model and country, and compare periods.
The tools, ranked
1. Promptwatch
Promptwatch reports Share of Voice alongside Visibility Score, Sentiment and Position in Answer, with prompt panels run daily per model, country and language. A heatmap compares any two dimensions, such as brands against models, topics or countries, and A/B period comparison shows movement. Competitor visibility, auto-discovered competitors and brand merging keep the competitor set tidy, and the Brand Book decides what counts as a mention.
What sets it apart is what you can do with a gap. If a rival owns a topic, citation analytics shows which pages and domains get cited, Page Tracker lets you follow a competitor's URL, and crawler logs show whether your own pages are readable. Content gap analysis and the Action Board turn the finding into work. Plans: Explore free (10 prompts, ChatGPT only), Essential $95 a month, Professional $245, Business $579.
2. AthenaHQ
AthenaHQ rolls tracking into a GEO score with sentiment and an Action Center. Starter is $295 a month with 3,600 credits (one credit per AI response) across 11 models, with unlimited competitors and prompts. A free tier gives 300 credits. Credit use rises with prompt count and model count.
3. Scrunch AI
Scrunch AI offers competitor benchmarking alongside site audits and bot traffic reporting. Core is $250 a month for 125 prompts and 5,000 responses a month across four LLMs.
4. Profound
Profound reports citation share and answer-level analytics, with a Prompt Volumes dataset. Enterprise pricing is custom, with an earlier estimate near $40k a year.
5. Evertune and suite add-ons
Evertune measures share of recommendation using up to 100 samples per prompt per model across 11 models. Prices are not published. Ahrefs Brand Radar reports brand and competitor mention share inside Ahrefs, with Custom Prompts on paid plans and an AI Visibility Index from $199 a month. Semrush AI Toolkit offers competitor share comparisons at a listed $99 a month per domain (unconfirmed).
Comparison table
| Tool | Starts at | Share of voice view | Beyond the number |
|---|---|---|---|
| Promptwatch | Free; $95/mo | Share of Voice, heatmaps, period comparison | Citations, crawler logs, content |
| AthenaHQ | Free tier; $295/mo | Inside GEO score | Action Center |
| Scrunch AI | $250/mo | Competitor benchmarking | Audits, bot reports |
| Profound | Enterprise custom | Citation share | Marketing agents |
| Evertune | Not published | Share of recommendation, large samples | Strategy reports |
| Ahrefs Brand Radar | Included with paid Ahrefs; Index from $199/mo | Brand mention share | Ahrefs tools |
Who should pick which
- Promptwatch if you want to see the number, then explain and change it.
- AthenaHQ if your team runs on a score and task list.
- Scrunch AI if you want competitor benchmarks bundled with audits.
- Evertune if you need research-style sampling and accept a sales process.
- Ahrefs or Semrush add-ons if you already live in those suites.
Using the number well
Track share of voice by topic, not just overall. A healthy overall figure can hide a topic where one rival owns every answer. Compare against a fixed competitor set so the denominator does not drift, and read trends across weeks because AI answers vary between runs. No tool can guarantee a particular share, but a good one tells you where to look next.