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illustration: DALL-EIn the latest report "The New Search Reality: GEO, SGE – SEO in 2025" from Altavia Kamikaze + K2, a bold message emerges: the rules of digital visibility have changed, and brands that fail to adapt risk becoming invisible. As AI-powered tools like ChatGPT, Gemini, Claude, and Perplexity reshape how users discover information, a new metric dominates the landscape - Share of Voice (SoV).
What is Share of Voice (SoV)? It’s a marketing metric that measures a brand’s share of the total advertising space or conversation in a market or channel. It is expressed as a percentage, and shows how loudly a brand "speaks" compared to its competitors. SOV can exceed 100% when a brand generates far more buzz than its market share suggests. Through intense campaigns, viral content, or strong social media activity. In such cases, the brand captures a disproportionate amount of audience attention, effectively "stealing" communication space from its rivals.
SoV measures how frequently a brand appears in AI-generated responses within a specific category. Unlike traditional SEO, this is no longer just about keywords and backlinks - it’s about how AI understands, selects, and trusts your brand. In the AI search era, presence alone doesn’t count. Perception is everything.
Massive gaps, Fierce competition
The Chatbeat-powered study analyzed 2,000 brands across 40 categories and revealed massive disparities in SoV. The highest recorded score reached 791.34%, while the lowest dipped below 1%. With an average SoV of 59.25% and a median of just 40.34%, most brands - even those in the top 20 - struggle to maintain strong visibility.
| Brand | SoV (%) | Category |
|---|---|---|
| OLX | 791.34% | Classifieds |
| XTB | 738.08% | Investment Platforms |
| LELO | 418.23% | Erotica |
| mBank | 396.99% | Investment Platforms |
| Allegro | 332.70% | Automotive |
| Allegro | 303.02% | Classifieds |
| DOZ | 325.36% | Online Pharmacies |
These results show a new class of dominant players - either vast ecosystem brands like Amazon and Google or highly specialized companies that deliver context-rich, intent-matching content. The report also found that intense competition defines some categories, with margins between top players as narrow as 2–3 percentage points.
From visibility to credibility
AI doesn’t just display results; it makes recommendations. That’s a game-changer. According to Mateusz Rzetecki, SEO & Content Marketing Director at Altavia Kamikaze + K2, the future of SEO lies in credibility: “It’s no longer just about being visible - it’s about being trusted by the algorithm.” That means brands need consistent messaging, content relevance, and domain authority that models like ChatGPT can recognize.
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Michał Sadowski, CEO of Chatbeat and Brand24, goes further: “We are witnessing the biggest tech revolution in decades. For the first time, Google is losing its search dominance. AI models are now the gatekeepers of brand discovery.” With ChatGPT generating nearly 5 billion monthly visits, how your brand appears - or doesn`t - in AI is now a business-critical issue.
Europe’s AI divide
The report also highlights a striking digital gap across Europe. While Denmark leads in AI adoption with 28% of businesses using it, Poland ranks near the bottom with just 7%. This underlines a serious risk: if Polish brands don`t invest in AI search optimization now, they may simply disappear from future digital conversations.
In the era of Generative Engine Optimization, brands must align with AI-driven discovery - or risk being left behind. The full report is available at https://k2precise.pl/raport-ai-search/.
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