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 Zoho Payroll and Factorial. 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 | Zoho Payroll | 3/6 (50%) |
| 3 | Factorial | 3/6 (50%) |
| 4 | SAP Concur | 2/6 (33%) |
| 5 | Workday | 2/6 (33%) |
| 6 | Wolters Kluwer | 2/6 (33%) |
| 7 | Gestha | 1/6 (17%) |
| 8 | Pronto | 1/6 (17%) |
| 9 | FacturaDirecta | 1/6 (17%) |
| 10 | Declaración de la Renta | 1/6 (17%) |
| 11 | Nomina Fácil | 1/6 (17%) |
Method: 6 representative buyer questions via a large language model, 🇪🇸 Spain / LatAm (Español). Updated 8/19/2026. A proxy for how AI assistants describe this category.
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