Share of Voice in AEO: how retailers can stay visible in AI search

A practical guide from The Retail Hive community on measuring, improving and protecting brand visibility as more shoppers use AI tools to research what to buy.

Customer discovery is changing. Shoppers are still searching, but many are now asking AI tools for advice, comparisons and recommendations before they visit a retailer’s website. That makes visibility harder to measure and harder to manage.

In partnership with Profound, we spoke to senior retailers from brands including Kingfisher, Ann Summers, Loaf, All Saints and Zooplus to understand how they are approaching AI visibility, brand accuracy and authority.

Download the Hive Mind Guide for:

A straightforward framework for AI visibility, covering prompt visibility, average position, share of voice and citation sources.
Retailer perspective from Loaf, zooplus and Absolute Collagen on what is changing and where teams are seeing progress.
A clearer view of the sources shaping AI answers, from reviews and forums to product pages, publishers, Trustpilot and Reddit.
A practical 9-step toolkit covering prioritisation, research, measurement, content, structure, technical accessibility, external authority and ongoing ownership.
Profound’s perspective on how brands can understand and improve what AI tools say about them.

“We’ve definitely seen traffic behaviour start to shift, but attribution hasn’t caught up yet. Customers are researching through LLMs, then Googling the brand later or arriving through other channels, so it can feel like you’re operating in the dark a little bit. What we have found is that content still moves the needle. We focused heavily on strengthening the visibility of our scientific credentials because the models weren’t surfacing that information about us naturally, and after publishing more supporting content we started to see the language and sentiment in LLM responses change.”

Jorge Silva, Absolute Collagen

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