AI assistants most often recommend Sage Payroll for payroll software in 🇬🇧 United Kingdom (English), naming it in 100% of the buyer questions we tested, followed by QuickBooks Payroll and Xero Payroll. 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 Payroll | 6/6 (100%) |
| 2 | QuickBooks Payroll | 6/6 (100%) |
| 3 | Xero Payroll | 6/6 (100%) |
Method: 6 representative buyer questions via a large language model, 🇬🇧 United Kingdom (English). Updated 6/14/2026. A proxy for how AI assistants describe this category.
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