Middle East & Africa · October 2026 · refreshed monthly
The brands AI wants in the United Arab Emirates
7 AI models were asked how well they know the top brands in the United Arab Emirates and how far they agree with the 36 statements of the Havas Science of Desire 2.0. Each brand is scored out of 10 and indexed against the other brands in its segment: 100 is the segment average. This is the first month for this market; change appears from next month.
250 brands · 15 segments · rated by Claude, Perplexity, Gemini, ChatGPT, Grok, DeepSeek and Meta AI
Attraction
The head: the pull of standing out, being better and being talked about.
Affinity
The heart: trusted, sharing my values and reflecting who I am and belong with.
Attachment
The habits: dependable, part of the routine, and missed if it were gone.
Finance
24 brands. Index 100 is the segment's average Desire of 5.3 out of 10.
| # | Brand | Sub-segment | Index | Desire /10 | Change | Attraction | Affinity | Attachment | Models |
|---|---|---|---|---|---|---|---|---|---|
| 1 | Emirates NBD بنك الإمارات دبي الوطني | Banks | 129 | 6.8 | — | 6.8 | 6.0 | 7.4 | 7/7 |
| 2 | Tabby تابي | Cards & payments | 121 | 6.3 | — | 7.3 | 5.2 | 6.6 | 7/7 |
| 3 | Mashreq المشرق | Banks | 119 | 6.2 | — | 6.5 | 5.6 | 6.6 | 7/7 |
| 4 | Tamara تمارا | Cards & payments | 114 | 6.0 | — | 6.7 | 5.0 | 6.2 | 7/7 |
| 5 | Google Pay | Cards & payments | 113 | 5.9 | — | 6.0 | 5.1 | 6.7 | 7/7 |
| 6 | First Abu Dhabi Bank بنك أبوظبي الأول | Banks | 112 | 5.9 | — | 5.6 | 5.6 | 6.4 | 7/7 |
| 7 | HSBC | Banks | 109 | 5.7 | — | 5.6 | 5.3 | 6.2 | 7/7 |
| 8 | Dubai Islamic Bank بنك دبي الإسلامي | Banks | 107 | 5.6 | — | 5.2 | 5.5 | 6.1 | 7/7 |
| 9 | eToro | Investing & savings | 107 | 5.6 | — | 6.4 | 5.0 | 5.4 | 7/7 |
| 10 | ADCB بنك أبوظبي التجاري | Banks | 106 | 5.5 | — | 5.3 | 5.1 | 6.3 | 7/7 |
| 11 | Abu Dhabi Islamic Bank مصرف أبوظبي الإسلامي | Banks | 101 | 5.3 | — | 4.9 | 5.3 | 5.8 | 7/7 |
| 12 | National Bonds الصكوك الوطنية | Investing & savings | 100 | 5.2 | — | 4.8 | 5.2 | 5.7 | 7/7 |
| 13 | FAB بنك أبوظبي الأول | Cards & payments | 99 | 5.2 | — | 5.0 | 4.6 | 6.1 | 7/7 |
| 14 | PayPal | Cards & payments | 98 | 5.1 | — | 5.0 | 4.6 | 5.8 | 7/7 |
| 15 | Sukoon سكون | Insurance | 97 | 5.1 | — | 5.0 | 4.8 | 5.5 | 7/7 |
| 16 | Emirates Islamic الإمارات الإسلامي | Banks | 96 | 5.1 | — | 4.7 | 5.1 | 5.4 | 7/7 |
| 17 | Interactive Brokers | Investing & savings | 92 | 4.8 | — | 4.8 | 4.1 | 5.5 | 7/7 |
| 18 | RAKBANK بنك رأس الخيمة الوطني | Banks | 92 | 4.8 | — | 4.6 | 4.4 | 5.4 | 7/7 |
| 19 | InsuranceMarket.ae | Insurance | 91 | 4.8 | — | 5.1 | 4.0 | 5.2 | 7/7 |
| 20 | Policybazaar.ae | Insurance | 90 | 4.7 | — | 5.2 | 3.8 | 5.1 | 7/7 |
| 21 | Daman ضمان | Insurance | 87 | 4.5 | — | 4.3 | 4.2 | 5.1 | 7/7 |
| 22 | Exness | Investing & savings | 79 | 4.1 | — | 4.5 | 3.4 | 4.5 | 7/7 |
| 23 | Plus500 | Investing & savings | 73 | 3.9 | — | 4.2 | 3.2 | 4.2 | 7/7 |
| 24 | Dubai Insurance دبي للتأمين | Insurance | 70 | 3.7 | — | 3.3 | 3.6 | 4.2 | 7/7 |
Grocery
6 brands. Index 100 is the segment's average Desire of 5.7 out of 10.
| # | Brand | Sub-segment | Index | Desire /10 | Change | Attraction | Affinity | Attachment | Models |
|---|---|---|---|---|---|---|---|---|---|
| 1 | Lulu Hypermarket لولو | Supermarkets | 115 | 6.5 | — | 6.3 | 5.7 | 7.4 | 7/7 |
| 2 | Spinneys سبينس | Supermarkets | 111 | 6.3 | — | 6.2 | 6.0 | 6.6 | 7/7 |
| 3 | Carrefour كارفور | Supermarkets | 106 | 6.0 | — | 5.9 | 5.0 | 7.0 | 7/7 |
| 4 | Waitrose | Supermarkets | 101 | 5.7 | — | 5.6 | 5.8 | 5.8 | 7/7 |
| 5 | Nesto | Supermarkets | 85 | 4.8 | — | 4.6 | 4.2 | 5.6 | 7/7 |
| 6 | Viva | Supermarkets | 82 | 4.6 | — | 4.6 | 3.9 | 5.3 | 7/7 |
Retail
27 brands. Index 100 is the segment's average Desire of 5.4 out of 10.
| # | Brand | Sub-segment | Index | Desire /10 | Change | Attraction | Affinity | Attachment | Models |
|---|---|---|---|---|---|---|---|---|---|
| 1 | Apple Store | Electricals retail | 139 | 7.5 | — | 8.1 | 6.7 | 7.8 | 7/7 |
| 2 | IKEA | Home, furniture & DIY | 137 | 7.4 | — | 7.9 | 6.8 | 7.5 | 7/7 |
| 3 | Sephora سيفورا | Health & beauty stores | 128 | 6.9 | — | 7.5 | 6.5 | 6.8 | 7/7 |
| 4 | Amazon أمازون | Online marketplaces | 120 | 6.5 | — | 6.8 | 5.3 | 7.5 | 7/7 |
| 5 | Noon نون | Online marketplaces | 117 | 6.3 | — | 6.8 | 5.5 | 6.7 | 7/7 |
| 6 | Ajmal Perfumes أجمل للعطور | Health & beauty stores | 114 | 6.2 | — | 6.4 | 5.9 | 6.4 | 7/7 |
| 7 | Bath & Body Works باث آند بودي وركس | Health & beauty stores | 112 | 6.1 | — | 6.4 | 5.6 | 6.1 | 7/7 |
| 8 | Virgin Megastore | Electricals retail | 110 | 6.0 | — | 6.2 | 5.9 | 5.7 | 7/7 |
| 9 | Shein شي إن | Online marketplaces | 105 | 5.7 | — | 7.2 | 4.6 | 5.3 | 7/7 |
| 10 | Marks & Spencer | Department & variety stores | 103 | 5.6 | — | 5.1 | 5.4 | 6.3 | 7/7 |
| 11 | Home Centre | Home, furniture & DIY | 102 | 5.5 | — | 5.5 | 5.1 | 6.0 | 7/7 |
| 12 | Life Pharmacy لايف فارمسي | Health & beauty stores | 102 | 5.5 | — | 5.1 | 4.9 | 6.6 | 7/7 |
| 13 | Sharaf DG | Electricals retail | 97 | 5.3 | — | 5.4 | 4.6 | 5.7 | 7/7 |
| 14 | Aster Pharmacy صيدلية أستر | Health & beauty stores | 97 | 5.2 | — | 4.6 | 4.8 | 6.3 | 7/7 |
| 15 | Dubizzle دوبيزل | Online marketplaces | 96 | 5.2 | — | 5.5 | 4.8 | 5.3 | 6/7 |
| 16 | Centrepoint | Department & variety stores | 95 | 5.2 | — | 5.1 | 4.7 | 5.8 | 7/7 |
| 17 | Danube Home | Home, furniture & DIY | 94 | 5.1 | — | 5.2 | 4.6 | 5.4 | 7/7 |
| 18 | Jumbo Electronics | Electricals retail | 94 | 5.1 | — | 5.0 | 4.6 | 5.7 | 7/7 |
| 19 | Brands For Less | Department & variety stores | 92 | 5.0 | — | 5.4 | 4.1 | 5.4 | 7/7 |
| 20 | Max | Department & variety stores | 92 | 5.0 | — | 4.9 | 4.5 | 5.5 | 7/7 |
| 21 | Emax | Electricals retail | 86 | 4.7 | — | 4.6 | 4.2 | 5.2 | 7/7 |
| 22 | Temu تيمو | Online marketplaces | 84 | 4.6 | — | 6.2 | 3.3 | 4.3 | 7/7 |
| 23 | Home Box | Home, furniture & DIY | 83 | 4.5 | — | 4.4 | 4.2 | 4.8 | 7/7 |
| 24 | Day to Day | Department & variety stores | 79 | 4.3 | — | 4.3 | 3.6 | 4.9 | 7/7 |
| 25 | eBay إيباي | Online marketplaces | 77 | 4.2 | — | 4.5 | 3.9 | 4.2 | 7/7 |
| 26 | AliExpress علي إكسبريس | Online marketplaces | 77 | 4.2 | — | 5.0 | 3.3 | 4.3 | 7/7 |
| 27 | 2XL Furniture | Home, furniture & DIY | 69 | 3.7 | — | 3.6 | 3.6 | 3.9 | 7/7 |
Fashion
16 brands. Index 100 is the segment's average Desire of 6.3 out of 10.
| # | Brand | Sub-segment | Index | Desire /10 | Change | Attraction | Affinity | Attachment | Models |
|---|---|---|---|---|---|---|---|---|---|
| 1 | Nike | Sportswear & footwear | 125 | 7.9 | — | 8.4 | 7.3 | 7.9 | 7/7 |
| 2 | Chanel | Luxury | 110 | 6.9 | — | 7.7 | 6.3 | 6.7 | 7/7 |
| 3 | Louis Vuitton | Luxury | 109 | 6.9 | — | 7.6 | 6.3 | 6.7 | 7/7 |
| 4 | Adidas | Sportswear & footwear | 108 | 6.8 | — | 7.0 | 6.5 | 7.0 | 7/7 |
| 5 | Dior | Luxury | 108 | 6.8 | — | 7.7 | 6.2 | 6.5 | 7/7 |
| 6 | Hermès | Luxury | 105 | 6.6 | — | 7.3 | 6.2 | 6.3 | 7/7 |
| 7 | Lululemon | Sportswear & footwear | 105 | 6.6 | — | 6.7 | 6.7 | 6.4 | 7/7 |
| 8 | Zara | Clothing retail | 104 | 6.6 | — | 7.4 | 5.8 | 6.5 | 7/7 |
| 9 | Cartier | Luxury | 100 | 6.3 | — | 6.8 | 5.9 | 6.1 | 7/7 |
| 10 | New Balance | Sportswear & footwear | 98 | 6.2 | — | 6.2 | 5.9 | 6.5 | 7/7 |
| 11 | Crocs | Sportswear & footwear | 94 | 5.9 | — | 6.7 | 5.4 | 5.7 | 7/7 |
| 12 | Ounass | Clothing retail | 94 | 5.9 | — | 6.5 | 5.5 | 5.7 | 7/7 |
| 13 | Namshi | Clothing retail | 92 | 5.8 | — | 6.3 | 5.1 | 6.0 | 7/7 |
| 14 | H&M | Clothing retail | 89 | 5.6 | — | 5.7 | 5.1 | 5.9 | 7/7 |
| 15 | Mango | Clothing retail | 86 | 5.4 | — | 5.6 | 5.1 | 5.5 | 7/7 |
| 16 | Max Fashion | Clothing retail | 74 | 4.7 | — | 4.5 | 4.2 | 5.3 | 7/7 |
Food & drink
20 brands. Index 100 is the segment's average Desire of 5.9 out of 10.
| # | Brand | Sub-segment | Index | Desire /10 | Change | Attraction | Affinity | Attachment | Models |
|---|---|---|---|---|---|---|---|---|---|
| 1 | Red Bull | Soft drinks | 116 | 6.8 | — | 7.8 | 6.3 | 6.3 | 7/7 |
| 2 | Nutella نوتيلا | Packaged food & hot drinks | 112 | 6.5 | — | 6.8 | 5.9 | 7.0 | 7/7 |
| 3 | Almarai المراعي | Packaged food & hot drinks | 111 | 6.5 | — | 6.0 | 6.1 | 7.4 | 7/7 |
| 4 | Nescafe نسكافيه | Packaged food & hot drinks | 109 | 6.4 | — | 6.3 | 5.7 | 7.3 | 7/7 |
| 5 | Coca-Cola | Soft drinks | 108 | 6.3 | — | 6.6 | 5.7 | 6.7 | 7/7 |
| 6 | Bateel بateel | Snacks & confectionery | 107 | 6.3 | — | 6.4 | 6.3 | 6.2 | 7/7 |
| 7 | Patchi باتشي | Snacks & confectionery | 104 | 6.1 | — | 6.2 | 6.2 | 6.0 | 7/7 |
| 8 | Ferrero Rocher | Snacks & confectionery | 102 | 6.0 | — | 6.0 | 5.8 | 6.2 | 7/7 |
| 9 | Moët & Chandon | Alcoholic drinks | 102 | 6.0 | — | 6.5 | 6.0 | 5.4 | 7/7 |
| 10 | Pepsi بيبسي | Soft drinks | 102 | 6.0 | — | 6.2 | 5.4 | 6.3 | 7/7 |
| 11 | KitKat | Snacks & confectionery | 101 | 5.9 | — | 6.3 | 5.4 | 6.1 | 7/7 |
| 12 | Jack Daniel's | Alcoholic drinks | 99 | 5.8 | — | 6.2 | 5.8 | 5.4 | 7/7 |
| 13 | Heineken | Alcoholic drinks | 98 | 5.8 | — | 6.0 | 5.8 | 5.5 | 7/7 |
| 14 | Masafi مسافي | Soft drinks | 97 | 5.7 | — | 5.3 | 5.2 | 6.6 | 7/7 |
| 15 | Galaxy | Snacks & confectionery | 96 | 5.7 | — | 5.5 | 5.3 | 6.2 | 7/7 |
| 16 | Corona | Alcoholic drinks | 94 | 5.5 | — | 5.7 | 5.6 | 5.2 | 7/7 |
| 17 | Mai Dubai ماي دبي | Soft drinks | 94 | 5.5 | — | 5.2 | 5.3 | 6.0 | 7/7 |
| 18 | Al Ain | Packaged food & hot drinks | 90 | 5.3 | — | 4.8 | 5.0 | 6.2 | 7/7 |
| 19 | Absolut | Alcoholic drinks | 86 | 5.0 | — | 5.5 | 5.0 | 4.6 | 7/7 |
| 20 | Al Ghurair الغرير | Packaged food & hot drinks | 72 | 4.3 | — | 3.9 | 4.1 | 4.7 | 7/7 |
Eating out
19 brands. Index 100 is the segment's average Desire of 5.3 out of 10.
| # | Brand | Sub-segment | Index | Desire /10 | Change | Attraction | Affinity | Attachment | Models |
|---|---|---|---|---|---|---|---|---|---|
| 1 | Starbucks | Coffee shops & bakeries | 129 | 6.8 | — | 7.0 | 6.3 | 7.2 | 7/7 |
| 2 | McDonald's ماكدونالدز | Fast food & restaurants | 126 | 6.6 | — | 6.9 | 5.8 | 7.2 | 7/7 |
| 3 | talabat طلبات | Food delivery | 124 | 6.5 | — | 6.7 | 5.7 | 7.3 | 7/7 |
| 4 | Lulu لولو | Food delivery | 117 | 6.2 | — | 5.6 | 5.7 | 7.2 | 7/7 |
| 5 | KFC كنتاكي | Fast food & restaurants | 115 | 6.0 | — | 6.5 | 5.2 | 6.4 | 7/7 |
| 6 | Joe & the Juice | Coffee shops & bakeries | 106 | 5.6 | — | 6.2 | 5.7 | 4.9 | 7/7 |
| 7 | Shake Shack شيك شاك | Fast food & restaurants | 103 | 5.4 | — | 6.1 | 5.4 | 4.8 | 7/7 |
| 8 | Domino's دومينوز | Fast food & restaurants | 102 | 5.4 | — | 5.8 | 4.6 | 5.8 | 7/7 |
| 9 | Five Guys فايف جايز | Fast food & restaurants | 99 | 5.2 | — | 5.7 | 5.0 | 4.9 | 7/7 |
| 10 | Pizza Hut بيتزا هت | Fast food & restaurants | 97 | 5.1 | — | 5.2 | 4.6 | 5.5 | 7/7 |
| 11 | Costa Coffee | Coffee shops & bakeries | 96 | 5.0 | — | 4.7 | 4.9 | 5.5 | 7/7 |
| 12 | noon Food | Food delivery | 95 | 5.0 | — | 5.4 | 4.3 | 5.5 | 7/7 |
| 13 | noon Minutes | Food delivery | 93 | 4.9 | — | 5.5 | 4.0 | 5.3 | 7/7 |
| 14 | Dunkin' | Coffee shops & bakeries | 93 | 4.9 | — | 5.0 | 4.7 | 5.1 | 7/7 |
| 15 | Burger King برجر كنج | Fast food & restaurants | 88 | 4.7 | — | 4.8 | 4.2 | 5.0 | 7/7 |
| 16 | Tim Hortons | Coffee shops & bakeries | 87 | 4.6 | — | 4.5 | 4.5 | 4.9 | 7/7 |
| 17 | Subway صب واي | Fast food & restaurants | 82 | 4.3 | — | 4.2 | 3.7 | 5.0 | 7/7 |
| 18 | Keeta كيتا | Food delivery | 78 | 4.1 | — | 4.3 | 3.6 | 4.5 | 6/7 |
| 19 | Hardee's هارديز | Fast food & restaurants | 73 | 3.9 | — | 3.9 | 3.6 | 4.1 | 7/7 |
Technology
32 brands. Index 100 is the segment's average Desire of 6.2 out of 10.
| # | Brand | Sub-segment | Index | Desire /10 | Change | Attraction | Affinity | Attachment | Models |
|---|---|---|---|---|---|---|---|---|---|
| 1 | YouTube يوتيوب | Social media & messaging | 133 | 8.2 | — | 8.3 | 7.5 | 8.8 | 7/7 |
| 2 | Apple أبل | Phones & devices | 126 | 7.8 | — | 8.0 | 7.0 | 8.2 | 7/7 |
| 3 | TikTok تيك توك | Social media & messaging | 123 | 7.6 | — | 8.6 | 6.6 | 7.6 | 7/7 |
| 4 | WhatsApp واتساب | Social media & messaging | 122 | 7.5 | — | 6.7 | 7.0 | 8.8 | 7/7 |
| 5 | Google جوجل | Search & AI assistants | 120 | 7.4 | — | 7.6 | 6.0 | 8.4 | 7/7 |
| 6 | Instagram انستقرام | Social media & messaging | 117 | 7.2 | — | 7.7 | 6.4 | 7.4 | 7/7 |
| 7 | ChatGPT شات جي بي تي | Search & AI assistants | 116 | 7.1 | — | 8.1 | 5.8 | 7.5 | 7/7 |
| 8 | Canva | Software & cloud | 115 | 7.0 | — | 7.3 | 6.4 | 7.4 | 7/7 |
| 9 | Xiaomi شاومي | Phones & devices | 108 | 6.6 | — | 7.0 | 5.8 | 7.2 | 7/7 |
| 10 | Google Drive | Software & cloud | 106 | 6.5 | — | 6.1 | 5.5 | 7.9 | 7/7 |
| 11 | Snapchat سناب شات | Social media & messaging | 104 | 6.4 | — | 7.1 | 5.8 | 6.5 | 7/7 |
| 12 | Telegram تيليجرام | Social media & messaging | 104 | 6.4 | — | 6.5 | 5.8 | 7.0 | 7/7 |
| 13 | Microsoft 365 | Software & cloud | 102 | 6.3 | — | 5.8 | 5.4 | 7.5 | 7/7 |
| 14 | Zoom | Software & cloud | 99 | 6.1 | — | 6.0 | 5.5 | 6.8 | 7/7 |
| 15 | Facebook فيسبوك | Social media & messaging | 98 | 6.0 | — | 6.2 | 5.3 | 6.6 | 7/7 |
| 16 | LinkedIn لينكد إن | Social media & messaging | 98 | 6.0 | — | 6.0 | 5.8 | 6.2 | 7/7 |
| 17 | Gemini جيميني | Search & AI assistants | 96 | 5.9 | — | 6.5 | 5.1 | 6.2 | 7/7 |
| 18 | Huawei هواوي | Phones & devices | 96 | 5.9 | — | 6.4 | 5.1 | 6.3 | 7/7 |
| 19 | Claude | Search & AI assistants | 95 | 5.9 | — | 6.2 | 5.4 | 6.0 | 7/7 |
| 20 | Social media & messaging | 95 | 5.8 | — | 6.2 | 5.6 | 5.6 | 7/7 | |
| 21 | iCloud | Software & cloud | 93 | 5.7 | — | 5.4 | 5.2 | 6.7 | 7/7 |
| 22 | Oppo أوبو | Phones & devices | 93 | 5.7 | — | 6.0 | 5.2 | 6.1 | 7/7 |
| 23 | Pinterest بنترست | Social media & messaging | 93 | 5.7 | — | 5.8 | 5.6 | 5.8 | 7/7 |
| 24 | X تويتر | Social media & messaging | 93 | 5.7 | — | 6.6 | 4.9 | 5.7 | 7/7 |
| 25 | Microsoft Copilot | Search & AI assistants | 91 | 5.6 | — | 5.6 | 5.0 | 6.3 | 7/7 |
| 26 | Messenger ماسنجر | Social media & messaging | 90 | 5.5 | — | 5.3 | 4.9 | 6.4 | 7/7 |
| 27 | Perplexity | Search & AI assistants | 89 | 5.5 | — | 6.1 | 4.8 | 5.6 | 7/7 |
| 28 | Botim بوتيم | Social media & messaging | 88 | 5.4 | — | 5.5 | 4.7 | 6.1 | 7/7 |
| 29 | Honor هونر | Phones & devices | 84 | 5.1 | — | 5.3 | 4.6 | 5.6 | 7/7 |
| 30 | Grok | Search & AI assistants | 82 | 5.1 | — | 6.4 | 4.2 | 4.5 | 6/7 |
| 31 | DeepSeek ديب سيك | Search & AI assistants | 80 | 4.9 | — | 6.0 | 3.8 | 4.9 | 7/7 |
| 32 | Yahoo ياهو | Search & AI assistants | 50 | 3.1 | — | 2.6 | 2.8 | 3.8 | 7/7 |
Media & entertainment
29 brands. Index 100 is the segment's average Desire of 5.7 out of 10.
| # | Brand | Sub-segment | Index | Desire /10 | Change | Attraction | Affinity | Attachment | Models |
|---|---|---|---|---|---|---|---|---|---|
| 1 | Spotify | Music & audio | 134 | 7.6 | — | 7.8 | 6.9 | 8.0 | 7/7 |
| 2 | Netflix | Video streaming & TV | 130 | 7.4 | — | 8.2 | 6.4 | 7.5 | 7/7 |
| 3 | PlayStation | Gaming | 126 | 7.2 | — | 7.6 | 6.7 | 7.1 | 7/7 |
| 4 | Steam | Gaming | 120 | 6.8 | — | 7.0 | 6.2 | 7.2 | 7/7 |
| 5 | Shahid شاهد | Video streaming & TV | 115 | 6.5 | — | 7.0 | 6.3 | 6.4 | 7/7 |
| 6 | Disney+ | Video streaming & TV | 114 | 6.5 | — | 6.8 | 5.9 | 6.6 | 7/7 |
| 7 | Epic Games | Gaming | 113 | 6.4 | — | 7.4 | 5.8 | 6.1 | 7/7 |
| 8 | YouTube Music | Music & audio | 112 | 6.4 | — | 6.5 | 5.8 | 6.9 | 7/7 |
| 9 | Roblox | Gaming | 112 | 6.3 | — | 7.5 | 5.7 | 5.8 | 7/7 |
| 10 | Al Jazeera الجزيرة | News & publishing | 111 | 6.3 | — | 7.3 | 5.5 | 6.1 | 7/7 |
| 11 | BBC News بي بي سي عربي | News & publishing | 109 | 6.2 | — | 6.4 | 5.7 | 6.5 | 7/7 |
| 12 | Shazam | Music & audio | 106 | 6.0 | — | 6.5 | 5.2 | 6.4 | 7/7 |
| 13 | Gulf News | News & publishing | 104 | 5.9 | — | 5.8 | 5.7 | 6.2 | 7/7 |
| 14 | EA Sports FC | Gaming | 104 | 5.9 | — | 6.2 | 5.6 | 5.8 | 7/7 |
| 15 | Khaleej Times | News & publishing | 102 | 5.8 | — | 5.7 | 5.7 | 6.1 | 7/7 |
| 16 | Amazon Prime Video | Video streaming & TV | 100 | 5.7 | — | 5.8 | 4.9 | 6.4 | 7/7 |
| 17 | CNN سي إن إن | News & publishing | 99 | 5.6 | — | 6.4 | 4.8 | 5.7 | 7/7 |
| 18 | SoundCloud | Music & audio | 97 | 5.5 | — | 5.8 | 5.6 | 5.2 | 7/7 |
| 19 | Big Ticket بيج تيكيت | Betting & lottery | 96 | 5.5 | — | 6.3 | 5.0 | 5.1 | 7/7 |
| 20 | Al Arabiya العربية | News & publishing | 93 | 5.3 | — | 5.8 | 4.7 | 5.4 | 7/7 |
| 21 | Dubai Eye 103.8 | Music & audio | 91 | 5.2 | — | 5.0 | 5.1 | 5.4 | 7/7 |
| 22 | Sky News Arabia سكاي نيوز عربية | News & publishing | 91 | 5.2 | — | 5.6 | 4.6 | 5.2 | 7/7 |
| 23 | OSN+ | Video streaming & TV | 87 | 4.9 | — | 5.0 | 4.7 | 5.1 | 7/7 |
| 24 | Emirates Draw سحب الإمارات | Betting & lottery | 86 | 4.9 | — | 5.3 | 4.7 | 4.7 | 7/7 |
| 25 | UAE Lottery يانصيب الإمارات | Betting & lottery | 83 | 4.7 | — | 5.3 | 4.5 | 4.3 | 7/7 |
| 26 | Emarat Al Youm الإمارات اليوم | News & publishing | 82 | 4.6 | — | 4.4 | 4.8 | 4.8 | 7/7 |
| 27 | Al Bayan البيان | News & publishing | 73 | 4.1 | — | 3.9 | 4.3 | 4.3 | 7/7 |
| 28 | Bet365 | Betting & lottery | 62 | 3.5 | — | 4.5 | 2.7 | 3.3 | 7/7 |
| 29 | 1xBet | Betting & lottery | 50 | 2.9 | — | 4.3 | 1.8 | 2.5 | 5/7 |
Telecoms
9 brands. Index 100 is the segment's average Desire of 5.2 out of 10.
| # | Brand | Sub-segment | Index | Desire /10 | Change | Attraction | Affinity | Attachment | Models |
|---|---|---|---|---|---|---|---|---|---|
| 1 | Etisalat by e& اتصالات | Mobile networks | 121 | 6.3 | — | 6.2 | 5.4 | 7.2 | 7/7 |
| 2 | beIN Sports بي إن سبورت | Broadband & pay TV | 120 | 6.2 | — | 6.7 | 5.7 | 6.2 | 7/7 |
| 3 | Virgin Mobile UAE | Mobile networks | 119 | 6.2 | — | 6.5 | 5.9 | 6.1 | 7/7 |
| 4 | du دو | Mobile networks | 106 | 5.5 | — | 5.4 | 4.6 | 6.4 | 7/7 |
| 5 | STARZPLAY | Broadband & pay TV | 100 | 5.2 | — | 5.5 | 4.6 | 5.5 | 7/7 |
| 6 | Swyp | Mobile networks | 93 | 4.8 | — | 5.1 | 4.4 | 4.9 | 7/7 |
| 7 | TOD | Broadband & pay TV | 91 | 4.7 | — | 5.1 | 4.4 | 4.7 | 7/7 |
| 8 | Weyyak وياك | Broadband & pay TV | 75 | 3.9 | — | 3.9 | 3.8 | 3.9 | 7/7 |
| 9 | YahClick | Broadband & pay TV | 75 | 3.9 | — | 4.0 | 3.4 | 4.2 | 5/7 |
Automotive
10 brands. Index 100 is the segment's average Desire of 6.2 out of 10.
| # | Brand | Sub-segment | Index | Desire /10 | Change | Attraction | Affinity | Attachment | Models |
|---|---|---|---|---|---|---|---|---|---|
| 1 | Tesla تسلا | Mainstream cars | 113 | 7.0 | — | 8.2 | 6.5 | 6.5 | 7/7 |
| 2 | Toyota تويوتا | Mainstream cars | 112 | 7.0 | — | 5.8 | 6.9 | 8.2 | 7/7 |
| 3 | Mercedes-Benz مرسيدس | Premium & luxury cars | 112 | 7.0 | — | 7.4 | 6.4 | 7.1 | 7/7 |
| 4 | Porsche بورش | Premium & luxury cars | 110 | 6.8 | — | 7.4 | 6.6 | 6.5 | 7/7 |
| 5 | BMW بي ام دبليو | Premium & luxury cars | 104 | 6.4 | — | 6.8 | 6.0 | 6.5 | 7/7 |
| 6 | Lexus لكزس | Premium & luxury cars | 100 | 6.2 | — | 5.4 | 6.0 | 7.2 | 7/7 |
| 7 | Lamborghini لامبورغيني | Premium & luxury cars | 97 | 6.0 | — | 7.9 | 5.5 | 4.8 | 7/7 |
| 8 | Nissan نيسان | Mainstream cars | 95 | 5.9 | — | 5.5 | 5.7 | 6.6 | 7/7 |
| 9 | BYD بي واي دي | Mainstream cars | 83 | 5.2 | — | 6.2 | 4.4 | 4.9 | 7/7 |
| 10 | Jetour جيتور | Mainstream cars | 74 | 4.6 | — | 5.2 | 4.0 | 4.6 | 5/7 |
Travel
23 brands. Index 100 is the segment's average Desire of 5.3 out of 10.
| # | Brand | Sub-segment | Index | Desire /10 | Change | Attraction | Affinity | Attachment | Models |
|---|---|---|---|---|---|---|---|---|---|
| 1 | Emirates طيران الإمارات | Airlines | 138 | 7.3 | — | 7.8 | 6.8 | 7.4 | 7/7 |
| 2 | Qatar Airways الخطوط الجوية القطرية | Airlines | 134 | 7.1 | — | 7.7 | 6.5 | 7.1 | 7/7 |
| 3 | Careem | Transport & ride-hailing | 126 | 6.7 | — | 6.9 | 5.8 | 7.4 | 7/7 |
| 4 | RTA | Transport & ride-hailing | 124 | 6.6 | — | 6.5 | 5.8 | 7.5 | 7/7 |
| 5 | Jumeirah | Hotels & holidays | 122 | 6.5 | — | 6.9 | 6.3 | 6.2 | 7/7 |
| 6 | Atlantis The Palm | Hotels & holidays | 121 | 6.4 | — | 7.6 | 5.8 | 6.0 | 7/7 |
| 7 | Etihad Airways الاتحاد للطيران | Airlines | 121 | 6.4 | — | 6.6 | 6.2 | 6.5 | 7/7 |
| 8 | Uber | Transport & ride-hailing | 119 | 6.3 | — | 6.7 | 5.3 | 6.9 | 7/7 |
| 9 | Airbnb | Hotels & holidays | 118 | 6.3 | — | 7.2 | 5.7 | 5.9 | 7/7 |
| 10 | Booking.com | Hotels & holidays | 106 | 5.6 | — | 5.9 | 4.6 | 6.4 | 7/7 |
| 11 | Etihad Rail | Transport & ride-hailing | 98 | 5.2 | — | 6.1 | 4.8 | 4.6 | 7/7 |
| 12 | Saudia السعودية | Airlines | 96 | 5.1 | — | 5.4 | 4.9 | 5.1 | 7/7 |
| 13 | flydubai فلاي دبي | Airlines | 96 | 5.1 | — | 5.3 | 4.6 | 5.4 | 7/7 |
| 14 | Agoda | Hotels & holidays | 92 | 4.9 | — | 5.0 | 4.2 | 5.5 | 7/7 |
| 15 | Air Arabia العربية للطيران | Airlines | 90 | 4.8 | — | 4.8 | 4.2 | 5.3 | 7/7 |
| 16 | IndiGo | Airlines | 89 | 4.7 | — | 5.0 | 4.1 | 5.0 | 7/7 |
| 17 | Oman Air الطيران العماني | Airlines | 86 | 4.6 | — | 4.3 | 4.5 | 4.8 | 7/7 |
| 18 | Wego | Hotels & holidays | 83 | 4.4 | — | 4.6 | 3.9 | 4.7 | 7/7 |
| 19 | Air India | Airlines | 76 | 4.0 | — | 4.3 | 3.9 | 3.9 | 7/7 |
| 20 | Thrifty | Transport & ride-hailing | 73 | 3.9 | — | 3.5 | 3.6 | 4.4 | 7/7 |
| 21 | flynas طيران ناس | Airlines | 70 | 3.7 | — | 4.0 | 3.4 | 3.8 | 7/7 |
| 22 | Air India Express | Airlines | 66 | 3.5 | — | 3.4 | 3.4 | 3.8 | 7/7 |
| 23 | PIA | Airlines | 54 | 2.9 | — | 3.1 | 2.8 | 2.8 | 7/7 |
Beauty & personal care
10 brands. Index 100 is the segment's average Desire of 6.1 out of 10.
| # | Brand | Sub-segment | Index | Desire /10 | Change | Attraction | Affinity | Attachment | Models |
|---|---|---|---|---|---|---|---|---|---|
| 1 | Huda Beauty هدى بيوتي | Skincare & cosmetics | 121 | 7.4 | — | 8.1 | 7.0 | 7.0 | 7/7 |
| 2 | Dove | Haircare & personal care | 110 | 6.7 | — | 6.2 | 6.6 | 7.2 | 7/7 |
| 3 | Arabian Oud العربية للعود | Skincare & cosmetics | 107 | 6.5 | — | 6.7 | 6.1 | 6.7 | 7/7 |
| 4 | Ajmal أجمل | Skincare & cosmetics | 102 | 6.2 | — | 6.2 | 5.9 | 6.6 | 7/7 |
| 5 | Lattafa لطافة | Skincare & cosmetics | 101 | 6.2 | — | 6.8 | 5.6 | 6.0 | 7/7 |
| 6 | Rasasi رصاصي | Skincare & cosmetics | 99 | 6.0 | — | 6.1 | 5.7 | 6.3 | 7/7 |
| 7 | Gillette | Haircare & personal care | 96 | 5.9 | — | 5.9 | 5.1 | 6.6 | 7/7 |
| 8 | Sensodyne | Haircare & personal care | 93 | 5.7 | — | 5.3 | 5.0 | 6.7 | 7/7 |
| 9 | Vaseline | Haircare & personal care | 93 | 5.7 | — | 5.3 | 4.9 | 6.8 | 7/7 |
| 10 | Axe | Haircare & personal care | 78 | 4.8 | — | 5.1 | 4.2 | 5.0 | 7/7 |
Home & household
10 brands. Index 100 is the segment's average Desire of 5.6 out of 10.
| # | Brand | Sub-segment | Index | Desire /10 | Change | Attraction | Affinity | Attachment | Models |
|---|---|---|---|---|---|---|---|---|---|
| 1 | Samsung | Home appliances | 127 | 7.1 | — | 7.6 | 6.2 | 7.6 | 7/7 |
| 2 | Dettol | Household products | 114 | 6.4 | — | 6.1 | 5.6 | 7.4 | 7/7 |
| 3 | Nespresso | Home appliances | 112 | 6.3 | — | 6.4 | 5.7 | 6.8 | 7/7 |
| 4 | Dyson | Home appliances | 110 | 6.2 | — | 6.9 | 5.2 | 6.3 | 7/7 |
| 5 | Philips | Home appliances | 100 | 5.6 | — | 5.3 | 5.0 | 6.5 | 7/7 |
| 6 | Ariel | Household products | 100 | 5.6 | — | 5.5 | 4.7 | 6.5 | 7/7 |
| 7 | Fairy | Household products | 93 | 5.2 | — | 5.0 | 4.4 | 6.3 | 7/7 |
| 8 | Tide | Household products | 87 | 4.9 | — | 4.8 | 4.2 | 5.6 | 7/7 |
| 9 | Clorox | Household products | 82 | 4.6 | — | 4.4 | 3.8 | 5.5 | 7/7 |
| 10 | Geepas | Home appliances | 73 | 4.1 | — | 3.7 | 3.7 | 4.9 | 7/7 |
Health & fitness
10 brands. Index 100 is the segment's average Desire of 5.6 out of 10.
| # | Brand | Sub-segment | Index | Desire /10 | Change | Attraction | Affinity | Attachment | Models |
|---|---|---|---|---|---|---|---|---|---|
| 1 | Privilee | Gyms & fitness | 113 | 6.3 | — | 6.8 | 5.8 | 6.2 | 7/7 |
| 2 | Barry's | Gyms & fitness | 111 | 6.2 | — | 6.6 | 6.1 | 5.9 | 7/7 |
| 3 | GymNation | Gyms & fitness | 109 | 6.1 | — | 6.3 | 5.5 | 6.5 | 7/7 |
| 4 | Warehouse Gym | Gyms & fitness | 101 | 5.6 | — | 5.8 | 5.3 | 5.6 | 6/7 |
| 5 | Fitness First | Gyms & fitness | 99 | 5.5 | — | 5.1 | 5.3 | 6.1 | 7/7 |
| 6 | Mediclinic | Health & medicines | 98 | 5.4 | — | 5.2 | 5.1 | 5.9 | 7/7 |
| 7 | Burjeel | Health & medicines | 96 | 5.3 | — | 5.5 | 5.0 | 5.5 | 7/7 |
| 8 | Aster | Health & medicines | 96 | 5.3 | — | 5.2 | 4.9 | 5.9 | 7/7 |
| 9 | American Hospital Dubai | Health & medicines | 93 | 5.2 | — | 5.2 | 4.8 | 5.6 | 7/7 |
| 10 | Saudi German Hospital | Health & medicines | 85 | 4.7 | — | 4.6 | 4.4 | 5.0 | 7/7 |
Energy
5 brands. Index 100 is the segment's average Desire of 5.2 out of 10.
| # | Brand | Sub-segment | Index | Desire /10 | Change | Attraction | Affinity | Attachment | Models |
|---|---|---|---|---|---|---|---|---|---|
| 1 | DEWA ديوا | Energy & fuel | 114 | 5.9 | — | 5.6 | 5.1 | 6.9 | 7/7 |
| 2 | ADNOC أدنوك | Energy & fuel | 112 | 5.8 | — | 5.7 | 5.1 | 6.5 | 7/7 |
| 3 | ENOC إينوك | Energy & fuel | 99 | 5.1 | — | 4.9 | 4.5 | 5.9 | 7/7 |
| 4 | Etihad WE الاتحاد للماء والكهرباء | Energy & fuel | 94 | 4.8 | — | 4.6 | 4.2 | 5.7 | 6/7 |
| 5 | SEWA هيئة كهرباء ومياه وغاز الشارقة | Energy & fuel | 82 | 4.2 | — | 3.8 | 3.6 | 5.2 | 7/7 |
Method & limitations
Once a month the top 250 brands in each of 25 markets are put to 7 AI models (Claude, Perplexity, Gemini, ChatGPT, Grok, DeepSeek and Meta AI), the way a survey asks a respondent: first how well the model knows each brand, then how far it agrees with each of the 36 statements of the Havas Science of Desire 2.0, on a 1–7 scale. A model that rates its familiarity with a brand below 3 is left out for that brand. Each statement is the mean of the remaining models' ratings; statements average into fifteen dimensions, dimensions into the three Drivers of Desire, and the drivers into Desire, each out of 10. Each brand's index is its Desire divided by the average Desire of the brands shown in its segment in that market, × 100: 100 is the segment average, 115 is fifteen per cent above it. Change is the move in index points since the market's previous month.
A brand is shown only when at least 4 models knew it well enough to score it, and a segment only when at least 3 brands are shown. Only finished monthly runs are published. These are the AI models' own ratings when asked, not a survey of people and not an endorsement; brands are compared within a segment and market, not across them. See the full methodology.
Where next
This board measures what AI wants from these brands. These answer what comes next — which brands AI names, which websites feed those answers, and how any of it is counted.
Live leaderboards
The Category Index
The board behind the story — every category ranked: brand visibility, citation share and how often a read page actually gets cited.
Refreshed weekly
Data story
The Category Report
How AI shops for Britain: the brands ChatGPT, Claude and Gemini actually recommend across 20 consumer categories, told as an animated story.
Refreshed weekly
Live leaderboard
The GEO Index
The websites AI search cites most — every model aggregated, with weekly movers and per-model and per-market editions.
Updated hourly
Explorer
The AI Source Index
Dig into which sources each model trusts, filterable by market — compiled into a quarterly report you can download as PowerPoint or PDF.
Updated hourly
Journal
Analysis & articles
The data journalism series — weekly citation movers, model vs model, what gets cited and why. Every edition reviewed before it publishes.
New articles weekly
Reference
Methodology
How every number is measured: real AI answers, counted not estimated, with sample sizes and limitations stated on every page.
The rules behind it all
Start here
Insights overview
The whole picture in one page: every live board, every data story and every published analysis, with what each one answers.
The map of everything