Skittles vs Starburst: AI Share of Voice Comparison
In the latest Famewise run (data as of 2026-11-09), Skittles was named in 34 AI answers and Starburst in 19, across ChatGPT, Claude and Gemini with web search on and off. Skittles holds the larger share of voice. They are named together in 17 answers.
| Skittles — answers naming it | 34 |
|---|---|
| Starburst — answers naming it | 19 |
| Share of voice split | Skittles 64% / Starburst 36% |
| Answers naming both | 17 |
| AI models | OpenAI GPT, Anthropic Claude, Google Gemini |
Updated
Relative share of voice
Of the 53 mentions across the two brands, Skittles takes 64% and Starburst 36%. They are named together in 17 answers.
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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 visibility: the share of this category's answers that name them at least once. Share of mentions is a different cut of the same data — each brand's slice of every brand mention in the category. Every number reflects the latest scheduled run.
Read the full methodology — sample sizes, formulas and refresh frequency →
Frequently asked questions
Is Skittles or Starburst more visible in AI answers?
In the latest Famewise run, Skittles is named in 34 AI answers and Starburst in 19. Skittles has the higher share of voice. The two are named together in 17 answers.
How are Skittles and Starburst 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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