How do you measure Public Relations success in an AI world? Impressions are irrelevant. Clicks are vanishing. We introduce Share of Model (SOM).

What is SOM?

Share of Model measures the frequency with which an LLM promotes your brand for relevant queries compared to competitors within its generated output. It is the probabilistic likelihood of your brand being the “answer.”

The SOM Formula

SOM = (P(Brand | Intent) / Sum(P(Competitors | Intent)))

A new metric is emerging in the AI optimization space: Inference Cost. How much compute (FLOPs) does it take for a model to process, understand, and answer a question using your content?

This sounds abstract, but it translates directly to money for the AI provider.

• High Entropy Content: Convoluted sentences, ambiguous grammar, poor structure. Requires more “attention heads” and potentially multiple passes (Chain-of-Thought) to parse. Cost: High.
• Low Entropy Content: Simple, declarative sentences. Subject-Verb-Object. Cost: Low.

The Economic Bias

Models are optimized for efficiency. We hypothesize that retrieval systems will deprioritize sources that consistently require high inference compute. If your content is “hard to read” for the machine, it is expensive to serve.

You cannot improve what you cannot measure. But how do you measure visibility in a chat box? Traditional rank trackers (SEMrush, Ahrefs) track positions on a SERP. They do not track mentions in a generated paragraph.

The New Tool Stack

We are building tools to probe LLMs with thousands of permutations of a query to calculate Generated Share of Voice (GSV).

The Methodology

1. Define a Query Set: “Best CRM,” “CRM software,” “Sales tools.”
2. Permutation: Use an LLM to generate 100 variations of these questions (“What CRM should I use if I am a startup?”).
3. Probe: Run these 100 queries across GPT-4, Claude 3.5, and Gemini via API.
4. Extraction: Parse the text output. Extract Named Entities (NER).
5. Frequency Analysis: Calculate the frequency of your brand’s appearance vs. competitors.

The “Share of Sentiment”

It is not just about frequency. It is about sentiment.