M&S vs Sainsbury's
How do M&S and Sainsbury's compare inside AI answers? Across the latest Famewise run, here is each brand's visibility in ChatGPT, Claude and Gemini — and how often they are named together.
Relative share of voice
Of the 419 mentions across the two brands, M&S takes 40% and Sainsbury's 60%. They are named together in 111 answers.
Category leaderboards
How this is measured
Famewise generates the category-level questions consumers ask AI assistants, then asks them to current OpenAI GPT, Anthropic Claude and Google Gemini models — each question with web search on and off. An extraction model records every brand named in every answer, the position of its first mention, and the sentiment toward it. Brands are ranked by share of voice: the number of answers that mention them. Every number reflects the latest scheduled run.
Frequently asked questions
Is M&S or Sainsbury's more visible in AI answers?
In the latest Famewise run, M&S is named in 168 AI answers and Sainsbury's in 251. Sainsbury's has the higher share of voice. The two are named together in 111 answers.
How are M&S and Sainsbury's measured?
Famewise asks current OpenAI GPT, Anthropic Claude and Google Gemini models the questions consumers ask in these brands' categories — with and without web search — and records every brand each answer names, its position, and the sentiment toward it.
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