AI Share of Voice by Industry

AI share of voice varies sharply by industry because AI answer engines lean on different kinds of sources depending on the category: travel and hospitality queries pull heavily from booking aggregators, while medical-tourism queries pull more from clinic and directory sites. Benchmarking your industry's baseline — coverage, average sources cited, and aggregator share — tells you what a competitive AI SoV actually looks like before you start tracking your own brand.

Why industry context changes the benchmark

A hotel brand competing against booking.com and agoda.com for AI citations faces a structurally different fight than a dental clinic in Turkey competing against a handful of medical-tourism directories. Aggregator percentage — the share of citations going to multi-brand marketplaces rather than any single company's own site — is often the single biggest swing factor in how achievable a high AI share of voice is for a given vertical.

Benchmark data by vertical

The table below breaks out coverage (share of prompts returning a citable AI answer), average sources cited per answer, aggregator share and UGC share for each vertical in our sample, drawn from the same 500-prompt / 2,000-call dataset behind the full AI Share of Voice Index.

How to use these benchmarks

If your vertical shows a high aggregator percentage, expect your own share of voice ceiling to be lower — winning citations from booking.com or a directory site matters as much as winning them for your own domain. If UGC share is high, forums and review sites (not just competitor brand pages) are the sources actually shaping what the AI says, which changes where content and PR effort should go. See how to calculate AI share of voice for the method to benchmark your own brand against these vertical baselines.