AI assistants most often recommend Sage for payroll software in 🇪🇸 Spain / LatAm (Español), naming it in 100% of the buyer questions we tested, followed by Wolters Kluwer and SAP Concur. We asked an AI model the questions buyers ask about payroll software and tallied which brands it named most — "share of voice" in AI answers, who AI recommends when no human is watching.
| # | Brand | AI share of voice |
|---|---|---|
| 1 | Sage | 6/6 (100%) |
| 2 | Wolters Kluwer | 3/6 (50%) |
| 3 | SAP Concur | 3/6 (50%) |
| 4 | Gestha | 2/6 (33%) |
| 5 | Workday | 2/6 (33%) |
| 6 | ADP Workforce Now | 2/6 (33%) |
| 7 | Zoho Payroll | 2/6 (33%) |
| 8 | Facturae | 1/6 (17%) |
| 9 | Datalog | 1/6 (17%) |
| 10 | BambooHR | 1/6 (17%) |
| 11 | Factorial | 1/6 (17%) |
| 12 | FacturaDirect | 1/6 (17%) |
Method: 6 representative buyer questions via a large language model, 🇪🇸 Spain / LatAm (Español). Updated 10/25/2026. A proxy for how AI assistants describe this category.
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