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 ADP Workforce Now. 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 | 4/6 (67%) |
| 3 | ADP Workforce Now | 2/6 (33%) |
| 4 | Workday | 2/6 (33%) |
| 5 | SAP | 1/6 (17%) |
| 6 | Zoho Payroll | 1/6 (17%) |
| 7 | Factorial | 1/6 (17%) |
| 8 | SAP SuccessFactors | 1/6 (17%) |
| 9 | SAP Concur | 1/6 (17%) |
| 10 | ADP | 1/6 (17%) |
| 11 | Ramco | 1/6 (17%) |
| 12 | FacturaDirecta | 1/6 (17%) |
| 13 | GestiónyyNómina | 1/6 (17%) |
Method: 6 representative buyer questions via a large language model, 🇪🇸 Spain / LatAm (Español). Updated 6/30/2026. A proxy for how AI assistants describe this category.
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