Latin America · October 2026 · refreshed monthly
The brands AI wants in Argentina
7 AI models were asked how well they know the top brands in Argentina 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.
249 brands · 15 segments · rated by Claude, Perplexity, Gemini, ChatGPT, Grok, DeepSeek and Meta AI · 1 held back (too few models knew them, or a segment too small to index)
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
26 brands. Index 100 is the segment's average Desire of 4.9 out of 10.
| # | Brand | Sub-segment | Index | Desire /10 | Change | Attraction | Affinity | Attachment | Models |
|---|---|---|---|---|---|---|---|---|---|
| 1 | Mercado Pago | Investing & savings | 151 | 7.3 | — | 7.7 | 6.0 | 8.3 | 7/7 |
| 2 | Cuenta DNI | Cards & payments | 134 | 6.5 | — | 6.9 | 5.6 | 7.2 | 7/7 |
| 3 | Naranja X | Cards & payments | 128 | 6.2 | — | 6.5 | 5.5 | 6.7 | 7/7 |
| 4 | Banco Galicia | Banks | 119 | 5.8 | — | 6.1 | 5.0 | 6.3 | 7/7 |
| 5 | Banco Nación | Banks | 117 | 5.7 | — | 5.5 | 5.1 | 6.4 | 7/7 |
| 6 | Cocos Capital | Investing & savings | 114 | 5.5 | — | 6.1 | 4.8 | 5.8 | 6/7 |
| 7 | Santander | Banks | 113 | 5.5 | — | 5.7 | 4.8 | 6.1 | 7/7 |
| 8 | Sancor Seguros | Insurance | 109 | 5.3 | — | 5.1 | 5.3 | 5.6 | 7/7 |
| 9 | American Express | Cards & payments | 105 | 5.1 | — | 5.1 | 4.7 | 5.5 | 7/7 |
| 10 | Banco Provincia | Banks | 104 | 5.1 | — | 4.8 | 4.7 | 5.8 | 7/7 |
| 11 | BBVA | Banks | 100 | 4.9 | — | 5.0 | 4.2 | 5.5 | 7/7 |
| 12 | InvertirOnline | Investing & savings | 98 | 4.8 | — | 4.7 | 4.2 | 5.5 | 7/7 |
| 13 | Balanz | Investing & savings | 96 | 4.7 | — | 4.5 | 4.2 | 5.4 | 7/7 |
| 14 | Banco Credicoop | Banks | 93 | 4.5 | — | 3.9 | 5.0 | 4.7 | 7/7 |
| 15 | La Caja | Insurance | 93 | 4.5 | — | 4.6 | 4.1 | 4.8 | 7/7 |
| 16 | Banco Macro | Banks | 89 | 4.3 | — | 4.2 | 3.9 | 5.0 | 7/7 |
| 17 | San Cristóbal Seguros | Insurance | 89 | 4.3 | — | 4.2 | 4.2 | 4.7 | 7/7 |
| 18 | La Segunda | Insurance | 88 | 4.3 | — | 4.0 | 4.3 | 4.7 | 7/7 |
| 19 | Federación Patronal | Insurance | 88 | 4.3 | — | 3.9 | 4.2 | 4.8 | 7/7 |
| 20 | Bull Market Brokers | Investing & savings | 88 | 4.3 | — | 4.4 | 3.8 | 4.7 | 7/7 |
| 21 | Banco Ciudad | Banks | 87 | 4.3 | — | 3.8 | 4.1 | 4.8 | 7/7 |
| 22 | Rapipago | Cards & payments | 87 | 4.2 | — | 3.7 | 3.7 | 5.3 | 7/7 |
| 23 | Pago Fácil | Cards & payments | 86 | 4.2 | — | 3.6 | 3.7 | 5.3 | 7/7 |
| 24 | Banco Patagonia | Banks | 78 | 3.8 | — | 3.5 | 3.7 | 4.3 | 7/7 |
| 25 | Banco Supervielle | Banks | 76 | 3.7 | — | 3.6 | 3.5 | 4.1 | 7/7 |
| 26 | ICBC | Banks | 68 | 3.3 | — | 3.3 | 3.0 | 3.7 | 7/7 |
Grocery
7 brands. Index 100 is the segment's average Desire of 5.0 out of 10.
| # | Brand | Sub-segment | Index | Desire /10 | Change | Attraction | Affinity | Attachment | Models |
|---|---|---|---|---|---|---|---|---|---|
| 1 | Cooperativa Obrera | Supermarkets | 114 | 5.7 | — | 4.7 | 6.4 | 6.0 | 7/7 |
| 2 | Coto | Supermarkets | 106 | 5.3 | — | 5.3 | 4.5 | 6.1 | 7/7 |
| 3 | Jumbo | Supermarkets | 104 | 5.2 | — | 5.3 | 4.7 | 5.7 | 7/7 |
| 4 | La Anónima | Supermarkets | 101 | 5.1 | — | 4.4 | 5.1 | 5.7 | 7/7 |
| 5 | Carrefour | Supermarkets | 101 | 5.0 | — | 5.1 | 4.2 | 5.9 | 7/7 |
| 6 | Día | Supermarkets | 97 | 4.8 | — | 4.9 | 3.9 | 5.7 | 7/7 |
| 7 | Makro | Supermarkets | 77 | 3.9 | — | 3.8 | 3.5 | 4.4 | 7/7 |
Retail
27 brands. Index 100 is the segment's average Desire of 4.7 out of 10.
| # | Brand | Sub-segment | Index | Desire /10 | Change | Attraction | Affinity | Attachment | Models |
|---|---|---|---|---|---|---|---|---|---|
| 1 | Mercado Libre | Online marketplaces | 153 | 7.1 | — | 7.6 | 5.8 | 7.9 | 7/7 |
| 2 | Compra Gamer | Electricals retail | 130 | 6.0 | — | 6.5 | 5.9 | 5.7 | 7/7 |
| 3 | Farmacity | Health & beauty stores | 125 | 5.8 | — | 5.8 | 4.9 | 6.8 | 7/7 |
| 4 | Juleriaque | Health & beauty stores | 123 | 5.7 | — | 6.0 | 5.5 | 5.6 | 5/7 |
| 5 | Amazon | Online marketplaces | 120 | 5.6 | — | 6.3 | 4.5 | 5.9 | 7/7 |
| 6 | Miniso | Department & variety stores | 115 | 5.3 | — | 6.3 | 4.8 | 4.9 | 7/7 |
| 7 | Frávega | Electricals retail | 112 | 5.2 | — | 5.3 | 4.6 | 5.8 | 7/7 |
| 8 | Sodimac | Home, furniture & DIY | 108 | 5.0 | — | 5.1 | 4.5 | 5.5 | 6/7 |
| 9 | Arredo | Home, furniture & DIY | 108 | 5.0 | — | 4.9 | 4.9 | 5.3 | 6/7 |
| 10 | Easy | Home, furniture & DIY | 107 | 5.0 | — | 5.0 | 4.4 | 5.6 | 7/7 |
| 11 | Todo Moda | Department & variety stores | 104 | 4.9 | — | 5.2 | 4.7 | 4.7 | 7/7 |
| 12 | Pigmento | Health & beauty stores | 104 | 4.8 | — | 5.0 | 4.5 | 5.0 | 6/7 |
| 13 | Changomás | Department & variety stores | 99 | 4.6 | — | 4.2 | 4.0 | 5.5 | 7/7 |
| 14 | Farmaonline | Health & beauty stores | 98 | 4.6 | — | 4.8 | 3.8 | 5.1 | 6/7 |
| 15 | Simplicity | Health & beauty stores | 95 | 4.4 | — | 4.5 | 3.9 | 4.9 | 6/7 |
| 16 | Blaisten | Home, furniture & DIY | 94 | 4.4 | — | 4.4 | 4.2 | 4.6 | 7/7 |
| 17 | AliExpress | Online marketplaces | 92 | 4.3 | — | 5.4 | 3.1 | 4.3 | 7/7 |
| 18 | Megatone | Electricals retail | 91 | 4.2 | — | 4.1 | 3.8 | 4.8 | 7/7 |
| 19 | Zonaprop | Online marketplaces | 86 | 4.0 | — | 4.1 | 3.5 | 4.4 | 7/7 |
| 20 | Hiper Libertad | Department & variety stores | 85 | 4.0 | — | 3.7 | 3.6 | 4.7 | 7/7 |
| 21 | Temu | Online marketplaces | 85 | 4.0 | — | 5.7 | 2.7 | 3.5 | 7/7 |
| 22 | Pinturerías Rex | Home, furniture & DIY | 85 | 3.9 | — | 3.7 | 3.7 | 4.4 | 7/7 |
| 23 | Argenprop | Online marketplaces | 82 | 3.8 | — | 3.9 | 3.4 | 4.2 | 7/7 |
| 24 | On City | Electricals retail | 82 | 3.8 | — | 3.8 | 3.6 | 4.1 | 6/7 |
| 25 | Cetrogar | Electricals retail | 78 | 3.6 | — | 3.4 | 3.3 | 4.2 | 7/7 |
| 26 | Ribeiro | Department & variety stores | 72 | 3.4 | — | 3.2 | 3.2 | 3.7 | 7/7 |
| 27 | Naldo | Electricals retail | 67 | 3.1 | — | 2.9 | 2.9 | 3.6 | 7/7 |
Fashion
16 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 | Nike | Sportswear & footwear | 134 | 7.5 | — | 8.2 | 7.0 | 7.4 | 7/7 |
| 2 | Adidas | Sportswear & footwear | 120 | 6.8 | — | 7.1 | 6.6 | 6.7 | 7/7 |
| 3 | Vans | Sportswear & footwear | 114 | 6.4 | — | 6.6 | 6.8 | 5.9 | 7/7 |
| 4 | Louis Vuitton | Luxury | 106 | 6.0 | — | 7.6 | 5.2 | 5.1 | 7/7 |
| 5 | New Balance | Sportswear & footwear | 103 | 5.8 | — | 5.9 | 5.8 | 5.8 | 7/7 |
| 6 | Zara | Clothing retail | 103 | 5.8 | — | 6.5 | 5.2 | 5.8 | 7/7 |
| 7 | Puma | Sportswear & footwear | 102 | 5.8 | — | 6.0 | 5.7 | 5.5 | 7/7 |
| 8 | Pandora | Luxury | 100 | 5.7 | — | 6.0 | 5.5 | 5.5 | 7/7 |
| 9 | Jazmín Chebar | Luxury | 97 | 5.5 | — | 5.9 | 5.3 | 5.2 | 7/7 |
| 10 | Swarovski | Luxury | 94 | 5.3 | — | 6.0 | 4.9 | 5.0 | 7/7 |
| 11 | Topper | Sportswear & footwear | 94 | 5.3 | — | 4.4 | 5.5 | 6.0 | 7/7 |
| 12 | Prüne | Luxury | 90 | 5.1 | — | 5.2 | 5.0 | 5.1 | 7/7 |
| 13 | Shein | Clothing retail | 88 | 5.0 | — | 6.7 | 3.8 | 4.4 | 7/7 |
| 14 | Cheeky | Clothing retail | 86 | 4.8 | — | 4.9 | 4.7 | 5.0 | 7/7 |
| 15 | Mimo & Co | Clothing retail | 84 | 4.8 | — | 4.6 | 4.7 | 4.9 | 7/7 |
| 16 | 47 Street | Clothing retail | 84 | 4.7 | — | 5.1 | 4.4 | 4.7 | 7/7 |
Food & drink
20 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 | Fernet Branca | Alcoholic drinks | 125 | 7.0 | — | 7.2 | 7.0 | 6.9 | 7/7 |
| 2 | Quilmes | Alcoholic drinks | 119 | 6.7 | — | 6.4 | 6.8 | 6.9 | 7/7 |
| 3 | Red Bull | Soft drinks | 113 | 6.3 | — | 7.3 | 5.9 | 5.8 | 7/7 |
| 4 | Coca-Cola | Soft drinks | 111 | 6.2 | — | 6.3 | 5.7 | 6.7 | 7/7 |
| 5 | La Serenísima | Packaged food & hot drinks | 108 | 6.1 | — | 5.5 | 5.4 | 7.3 | 7/7 |
| 6 | Arcor | Snacks & confectionery | 106 | 6.0 | — | 5.8 | 5.3 | 6.8 | 7/7 |
| 7 | Mantecol | Snacks & confectionery | 106 | 5.9 | — | 6.0 | 5.5 | 6.3 | 7/7 |
| 8 | Nescafé | Packaged food & hot drinks | 104 | 5.9 | — | 5.8 | 5.0 | 6.8 | 7/7 |
| 9 | Bon o Bon | Snacks & confectionery | 103 | 5.8 | — | 5.8 | 5.3 | 6.4 | 7/7 |
| 10 | Corona | Alcoholic drinks | 97 | 5.5 | — | 5.6 | 5.5 | 5.2 | 7/7 |
| 11 | Paty | Packaged food & hot drinks | 97 | 5.4 | — | 5.1 | 5.2 | 6.1 | 7/7 |
| 12 | La Virginia | Packaged food & hot drinks | 95 | 5.3 | — | 4.9 | 4.9 | 6.2 | 7/7 |
| 13 | Milka | Snacks & confectionery | 95 | 5.3 | — | 5.7 | 4.7 | 5.5 | 7/7 |
| 14 | Pepsi | Soft drinks | 93 | 5.2 | — | 5.5 | 4.9 | 5.3 | 7/7 |
| 15 | Felfort | Snacks & confectionery | 92 | 5.2 | — | 5.1 | 4.5 | 5.8 | 7/7 |
| 16 | Sancor | Packaged food & hot drinks | 91 | 5.1 | — | 4.7 | 4.7 | 6.0 | 7/7 |
| 17 | Villavicencio | Soft drinks | 88 | 5.0 | — | 4.6 | 4.8 | 5.6 | 7/7 |
| 18 | Smirnoff | Alcoholic drinks | 87 | 4.9 | — | 4.9 | 4.7 | 5.0 | 7/7 |
| 19 | Brahma | Alcoholic drinks | 85 | 4.8 | — | 4.5 | 4.6 | 5.3 | 7/7 |
| 20 | Manaos | Soft drinks | 84 | 4.7 | — | 4.9 | 4.2 | 5.1 | 7/7 |
Eating out
14 brands. Index 100 is the segment's average Desire of 5.5 out of 10.
| # | Brand | Sub-segment | Index | Desire /10 | Change | Attraction | Affinity | Attachment | Models |
|---|---|---|---|---|---|---|---|---|---|
| 1 | Havanna | Coffee shops & bakeries | 118 | 6.5 | — | 6.7 | 6.2 | 6.8 | 7/7 |
| 2 | McDonald's | Fast food & restaurants | 114 | 6.3 | — | 6.7 | 5.4 | 6.8 | 7/7 |
| 3 | PedidosYa | Food delivery | 114 | 6.3 | — | 6.7 | 5.1 | 7.0 | 7/7 |
| 4 | Rappi | Food delivery | 114 | 6.3 | — | 7.1 | 5.1 | 6.7 | 7/7 |
| 5 | Grido | Food delivery | 108 | 6.0 | — | 5.8 | 5.5 | 6.6 | 7/7 |
| 6 | Café Tortoni | Coffee shops & bakeries | 108 | 6.0 | — | 6.4 | 5.9 | 5.6 | 7/7 |
| 7 | Starbucks | Coffee shops & bakeries | 102 | 5.6 | — | 6.3 | 5.2 | 5.4 | 7/7 |
| 8 | Mostaza | Fast food & restaurants | 95 | 5.3 | — | 5.6 | 4.9 | 5.3 | 7/7 |
| 9 | Burger King | Fast food & restaurants | 92 | 5.1 | — | 5.6 | 4.4 | 5.3 | 7/7 |
| 10 | Bonafide | Coffee shops & bakeries | 90 | 4.9 | — | 4.5 | 4.7 | 5.5 | 7/7 |
| 11 | Coto Digital | Food delivery | 90 | 4.9 | — | 4.6 | 4.2 | 6.0 | 7/7 |
| 12 | KFC | Fast food & restaurants | 87 | 4.8 | — | 5.5 | 4.2 | 4.7 | 7/7 |
| 13 | Le Pain Quotidien | Coffee shops & bakeries | 86 | 4.8 | — | 4.6 | 5.3 | 4.4 | 7/7 |
| 14 | Subway | Fast food & restaurants | 81 | 4.5 | — | 4.6 | 4.3 | 4.5 | 7/7 |
Technology
28 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 | YouTube | Social media & messaging | 129 | 7.9 | — | 8.1 | 7.2 | 8.4 | 7/7 |
| 2 | TikTok | Social media & messaging | 121 | 7.4 | — | 8.7 | 6.4 | 7.2 | 7/7 |
| 3 | Social media & messaging | 120 | 7.4 | — | 6.7 | 6.8 | 8.6 | 7/7 | |
| 4 | Apple | Phones & devices | 118 | 7.2 | — | 7.8 | 6.5 | 7.5 | 7/7 |
| 5 | Social media & messaging | 118 | 7.2 | — | 7.7 | 6.5 | 7.5 | 7/7 | |
| 6 | Samsung | Phones & devices | 117 | 7.2 | — | 7.5 | 6.3 | 7.8 | 7/7 |
| 7 | ChatGPT | Search & AI assistants | 116 | 7.1 | — | 8.2 | 5.7 | 7.4 | 7/7 |
| 8 | Software & cloud | 114 | 7.0 | — | 7.3 | 5.5 | 8.2 | 7/7 | |
| 9 | Canva | Software & cloud | 109 | 6.7 | — | 6.8 | 6.2 | 7.0 | 7/7 |
| 10 | Discord | Social media & messaging | 109 | 6.7 | — | 6.7 | 6.4 | 6.9 | 7/7 |
| 11 | Telegram | Social media & messaging | 107 | 6.6 | — | 6.6 | 6.0 | 7.1 | 7/7 |
| 12 | Twitch | Social media & messaging | 103 | 6.3 | — | 6.7 | 6.2 | 6.0 | 7/7 |
| 13 | JBL | Phones & devices | 99 | 6.1 | — | 6.1 | 5.7 | 6.4 | 7/7 |
| 14 | Xiaomi | Phones & devices | 99 | 6.0 | — | 6.4 | 5.3 | 6.5 | 7/7 |
| 15 | Social media & messaging | 97 | 5.9 | — | 6.0 | 5.8 | 6.0 | 7/7 | |
| 16 | Gemini | Search & AI assistants | 96 | 5.9 | — | 6.5 | 5.0 | 6.2 | 7/7 |
| 17 | Microsoft | Software & cloud | 94 | 5.8 | — | 5.7 | 4.9 | 6.7 | 7/7 |
| 18 | Claude | Search & AI assistants | 94 | 5.8 | — | 6.0 | 5.3 | 6.0 | 7/7 |
| 19 | Social media & messaging | 93 | 5.7 | — | 5.4 | 5.3 | 6.3 | 7/7 | |
| 20 | Microsoft Copilot | Search & AI assistants | 91 | 5.6 | — | 5.7 | 4.8 | 6.3 | 7/7 |
| 21 | Motorola | Phones & devices | 91 | 5.6 | — | 5.1 | 5.2 | 6.4 | 7/7 |
| 22 | Apple iCloud | Software & cloud | 90 | 5.5 | — | 5.4 | 5.0 | 6.2 | 7/7 |
| 23 | Tinder | Social media & messaging | 87 | 5.3 | — | 6.5 | 4.5 | 5.1 | 7/7 |
| 24 | Grok | Search & AI assistants | 86 | 5.3 | — | 6.4 | 4.5 | 4.8 | 6/7 |
| 25 | Zoom | Software & cloud | 84 | 5.2 | — | 5.0 | 4.6 | 5.8 | 7/7 |
| 26 | Social media & messaging | 84 | 5.2 | — | 4.9 | 4.6 | 6.0 | 7/7 | |
| 27 | X | Social media & messaging | 83 | 5.1 | — | 6.2 | 4.3 | 4.8 | 7/7 |
| 28 | Yahoo | Search & AI assistants | 52 | 3.2 | — | 3.0 | 2.9 | 3.7 | 7/7 |
Media & entertainment
37 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 | Spotify | Music & audio | 142 | 7.9 | — | 8.1 | 7.1 | 8.5 | 7/7 |
| 2 | Minecraft | Gaming | 134 | 7.5 | — | 7.5 | 7.3 | 7.6 | 7/7 |
| 3 | Steam | Gaming | 133 | 7.4 | — | 7.5 | 6.8 | 7.9 | 7/7 |
| 4 | Netflix | Video streaming & TV | 130 | 7.3 | — | 8.0 | 6.4 | 7.5 | 7/7 |
| 5 | PlayStation | Gaming | 127 | 7.0 | — | 7.6 | 6.5 | 7.1 | 7/7 |
| 6 | Olé | News & publishing | 122 | 6.8 | — | 7.2 | 6.5 | 6.6 | 7/7 |
| 7 | YouTube Music | Music & audio | 118 | 6.6 | — | 6.7 | 6.0 | 7.0 | 7/7 |
| 8 | Infobae | News & publishing | 116 | 6.5 | — | 7.3 | 5.4 | 6.8 | 7/7 |
| 9 | Roblox | Gaming | 115 | 6.4 | — | 7.5 | 5.9 | 5.9 | 7/7 |
| 10 | Disney+ | Video streaming & TV | 114 | 6.3 | — | 6.8 | 5.7 | 6.4 | 7/7 |
| 11 | La Nación | News & publishing | 113 | 6.3 | — | 6.5 | 5.7 | 6.7 | 7/7 |
| 12 | Epic Games | Gaming | 112 | 6.2 | — | 7.0 | 5.6 | 6.0 | 7/7 |
| 13 | Telefe | Video streaming & TV | 112 | 6.2 | — | 6.3 | 5.8 | 6.5 | 7/7 |
| 14 | HBO Max | Video streaming & TV | 109 | 6.1 | — | 6.7 | 5.6 | 6.0 | 7/7 |
| 15 | Radio Mitre | Music & audio | 108 | 6.0 | — | 6.0 | 5.7 | 6.4 | 7/7 |
| 16 | Clarín | News & publishing | 107 | 6.0 | — | 6.5 | 5.0 | 6.4 | 7/7 |
| 17 | TN | News & publishing | 105 | 5.9 | — | 6.6 | 5.0 | 6.0 | 7/7 |
| 18 | Cadena 3 | Music & audio | 99 | 5.5 | — | 5.3 | 5.4 | 5.8 | 7/7 |
| 19 | Prime Video | Video streaming & TV | 99 | 5.5 | — | 5.6 | 4.9 | 6.0 | 7/7 |
| 20 | Página/12 | News & publishing | 95 | 5.3 | — | 5.7 | 5.1 | 5.0 | 7/7 |
| 21 | Quini 6 | Betting & lottery | 95 | 5.3 | — | 5.6 | 4.9 | 5.3 | 7/7 |
| 22 | La Voz del Interior | News & publishing | 93 | 5.2 | — | 4.8 | 5.3 | 5.3 | 7/7 |
| 23 | Bet365 | Betting & lottery | 92 | 5.1 | — | 6.3 | 4.0 | 5.0 | 7/7 |
| 24 | Betano | Betting & lottery | 90 | 5.0 | — | 6.2 | 4.2 | 4.8 | 7/7 |
| 25 | Casino de Buenos Aires | Betting & lottery | 87 | 4.8 | — | 5.6 | 4.4 | 4.6 | 7/7 |
| 26 | Loto | Betting & lottery | 87 | 4.8 | — | 4.9 | 4.5 | 5.1 | 7/7 |
| 27 | Crónica | News & publishing | 82 | 4.6 | — | 5.3 | 3.8 | 4.5 | 7/7 |
| 28 | El Cronista | News & publishing | 81 | 4.5 | — | 4.7 | 4.0 | 4.8 | 7/7 |
| 29 | TV Pública | Video streaming & TV | 80 | 4.4 | — | 4.3 | 4.2 | 4.8 | 7/7 |
| 30 | Betsson | Betting & lottery | 79 | 4.4 | — | 5.1 | 3.8 | 4.3 | 7/7 |
| 31 | Telekino | Betting & lottery | 77 | 4.3 | — | 4.6 | 3.8 | 4.4 | 7/7 |
| 32 | Bplay | Betting & lottery | 76 | 4.3 | — | 4.8 | 3.8 | 4.2 | 7/7 |
| 33 | Perfil | News & publishing | 76 | 4.3 | — | 4.6 | 3.9 | 4.2 | 7/7 |
| 34 | Betwarrior | Betting & lottery | 75 | 4.2 | — | 4.9 | 3.7 | 3.9 | 7/7 |
| 35 | Aspen | Music & audio | 74 | 4.1 | — | 3.8 | 4.0 | 4.6 | 6/7 |
| 36 | Ámbito | News & publishing | 74 | 4.1 | — | 4.3 | 3.7 | 4.4 | 7/7 |
| 37 | Quiniela | Betting & lottery | 73 | 4.1 | — | 4.4 | 3.5 | 4.3 | 7/7 |
Telecoms
9 brands. Index 100 is the segment's average Desire of 4.8 out of 10.
| # | Brand | Sub-segment | Index | Desire /10 | Change | Attraction | Affinity | Attachment | Models |
|---|---|---|---|---|---|---|---|---|---|
| 1 | Personal | Mobile networks | 124 | 6.0 | — | 6.0 | 5.0 | 7.0 | 7/7 |
| 2 | Starlink | Broadband & pay TV | 122 | 5.9 | — | 7.5 | 4.7 | 5.5 | 7/7 |
| 3 | Tuenti | Mobile networks | 110 | 5.3 | — | 5.5 | 5.1 | 5.4 | 7/7 |
| 4 | Claro | Mobile networks | 106 | 5.2 | — | 5.1 | 4.2 | 6.2 | 7/7 |
| 5 | Movistar | Mobile networks | 106 | 5.1 | — | 5.1 | 4.2 | 6.1 | 7/7 |
| 6 | Flow | Broadband & pay TV | 100 | 4.8 | — | 5.1 | 4.1 | 5.3 | 7/7 |
| 7 | DirecTV | Broadband & pay TV | 85 | 4.1 | — | 4.2 | 3.5 | 4.7 | 7/7 |
| 8 | Telecentro | Broadband & pay TV | 79 | 3.8 | — | 4.0 | 3.0 | 4.5 | 7/7 |
| 9 | Gigared | Broadband & pay TV | 68 | 3.3 | — | 3.1 | 3.0 | 3.8 | 7/7 |
Automotive
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 | Toyota | Mainstream cars | 116 | 6.5 | — | 6.1 | 6.1 | 7.3 | 7/7 |
| 2 | Ferrari | Premium & luxury cars | 113 | 6.3 | — | 8.2 | 5.9 | 4.8 | 7/7 |
| 3 | Porsche | Premium & luxury cars | 111 | 6.2 | — | 7.3 | 6.1 | 5.4 | 7/7 |
| 4 | Mercedes-Benz | Premium & luxury cars | 107 | 6.0 | — | 6.5 | 5.6 | 5.8 | 7/7 |
| 5 | Volkswagen | Mainstream cars | 104 | 5.8 | — | 5.8 | 5.5 | 6.2 | 7/7 |
| 6 | BMW | Premium & luxury cars | 101 | 5.7 | — | 6.2 | 5.3 | 5.5 | 7/7 |
| 7 | Fiat | Mainstream cars | 94 | 5.3 | — | 5.3 | 4.9 | 5.5 | 7/7 |
| 8 | Renault | Mainstream cars | 90 | 5.0 | — | 5.2 | 4.5 | 5.4 | 7/7 |
| 9 | Chevrolet | Mainstream cars | 89 | 5.0 | — | 4.8 | 4.6 | 5.4 | 7/7 |
| 10 | Jaguar | Premium & luxury cars | 74 | 4.2 | — | 4.6 | 4.3 | 3.5 | 7/7 |
Travel
15 brands. Index 100 is the segment's average Desire of 4.9 out of 10.
| # | Brand | Sub-segment | Index | Desire /10 | Change | Attraction | Affinity | Attachment | Models |
|---|---|---|---|---|---|---|---|---|---|
| 1 | Airbnb | Hotels & holidays | 131 | 6.5 | — | 7.2 | 5.9 | 6.3 | 7/7 |
| 2 | Uber | Transport & ride-hailing | 129 | 6.4 | — | 7.0 | 5.1 | 7.0 | 7/7 |
| 3 | Booking.com | Hotels & holidays | 121 | 6.0 | — | 6.3 | 5.0 | 6.7 | 7/7 |
| 4 | Despegar | Hotels & holidays | 115 | 5.7 | — | 6.1 | 5.0 | 6.0 | 7/7 |
| 5 | SUBE | Transport & ride-hailing | 113 | 5.6 | — | 5.3 | 4.7 | 6.8 | 7/7 |
| 6 | LATAM | Airlines | 102 | 5.0 | — | 5.3 | 4.5 | 5.3 | 7/7 |
| 7 | Plataforma 10 | Transport & ride-hailing | 102 | 5.0 | — | 5.0 | 4.6 | 5.4 | 7/7 |
| 8 | Aerolíneas Argentinas | Airlines | 96 | 4.7 | — | 5.0 | 4.3 | 4.9 | 7/7 |
| 9 | Trenes Argentinos | Transport & ride-hailing | 93 | 4.6 | — | 4.5 | 4.1 | 5.2 | 7/7 |
| 10 | JetSMART | Airlines | 92 | 4.5 | — | 5.2 | 3.8 | 4.5 | 7/7 |
| 11 | Flybondi | Airlines | 86 | 4.2 | — | 5.8 | 3.3 | 3.5 | 7/7 |
| 12 | Almundo | Hotels & holidays | 85 | 4.2 | — | 4.1 | 4.0 | 4.6 | 7/7 |
| 13 | Turismocity | Hotels & holidays | 83 | 4.1 | — | 4.1 | 3.7 | 4.4 | 7/7 |
| 14 | Iberia | Airlines | 80 | 4.0 | — | 4.1 | 3.8 | 4.0 | 7/7 |
| 15 | Hertz | Transport & ride-hailing | 72 | 3.5 | — | 3.4 | 3.4 | 3.8 | 7/7 |
Beauty & personal care
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 | Natura | Skincare & cosmetics | 119 | 6.7 | — | 6.5 | 7.0 | 6.5 | 7/7 |
| 2 | Dove | Haircare & personal care | 112 | 6.3 | — | 5.8 | 6.0 | 7.0 | 7/7 |
| 3 | Rexona | Haircare & personal care | 109 | 6.1 | — | 5.9 | 5.4 | 7.1 | 7/7 |
| 4 | La Roche-Posay | Skincare & cosmetics | 108 | 6.0 | — | 6.1 | 5.6 | 6.4 | 7/7 |
| 5 | Gillette | Haircare & personal care | 103 | 5.8 | — | 5.8 | 5.0 | 6.5 | 7/7 |
| 6 | Elvive | Haircare & personal care | 100 | 5.6 | — | 5.7 | 5.0 | 6.3 | 7/7 |
| 7 | Dermaglós | Skincare & cosmetics | 94 | 5.3 | — | 4.7 | 5.1 | 6.0 | 7/7 |
| 8 | Avon | Skincare & cosmetics | 89 | 5.0 | — | 4.6 | 5.1 | 5.4 | 7/7 |
| 9 | Isadora | Skincare & cosmetics | 85 | 4.8 | — | 5.0 | 4.6 | 4.8 | 7/7 |
| 10 | Plusbelle | Haircare & personal care | 82 | 4.6 | — | 4.3 | 4.1 | 5.3 | 7/7 |
Home & household
10 brands. Index 100 is the segment's average Desire of 4.8 out of 10.
| # | Brand | Sub-segment | Index | Desire /10 | Change | Attraction | Affinity | Attachment | Models |
|---|---|---|---|---|---|---|---|---|---|
| 1 | LG | Home appliances | 124 | 5.9 | — | 6.4 | 4.9 | 6.5 | 7/7 |
| 2 | Philips | Home appliances | 117 | 5.5 | — | 5.6 | 5.0 | 6.1 | 7/7 |
| 3 | Cif | Household products | 102 | 4.9 | — | 4.6 | 3.9 | 6.1 | 7/7 |
| 4 | Electrolux | Home appliances | 100 | 4.8 | — | 4.5 | 4.3 | 5.5 | 7/7 |
| 5 | Skip | Household products | 98 | 4.7 | — | 4.6 | 3.8 | 5.7 | 7/7 |
| 6 | Whirlpool | Home appliances | 95 | 4.5 | — | 4.3 | 4.0 | 5.3 | 7/7 |
| 7 | Ayudín | Household products | 94 | 4.5 | — | 4.1 | 3.5 | 5.9 | 7/7 |
| 8 | Raid | Household products | 94 | 4.5 | — | 4.6 | 3.3 | 5.5 | 7/7 |
| 9 | Peabody | Home appliances | 90 | 4.3 | — | 4.3 | 4.0 | 4.5 | 5/7 |
| 10 | Lysoform | Household products | 86 | 4.1 | — | 3.7 | 3.5 | 5.0 | 7/7 |
Health & fitness
10 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 | CrossFit | Gyms & fitness | 125 | 6.6 | — | 6.9 | 6.6 | 6.2 | 7/7 |
| 2 | OSDE | Health & medicines | 113 | 5.9 | — | 5.8 | 5.3 | 6.5 | 7/7 |
| 3 | Smart Fit | Gyms & fitness | 112 | 5.9 | — | 6.1 | 5.1 | 6.4 | 7/7 |
| 4 | Swiss Medical | Health & medicines | 110 | 5.8 | — | 5.6 | 5.3 | 6.4 | 7/7 |
| 5 | Wellhub | Gyms & fitness | 106 | 5.6 | — | 6.0 | 4.9 | 5.8 | 7/7 |
| 6 | Megatlon | Gyms & fitness | 102 | 5.3 | — | 5.0 | 5.0 | 6.1 | 7/7 |
| 7 | SportClub | Gyms & fitness | 96 | 5.0 | — | 4.6 | 4.9 | 5.6 | 7/7 |
| 8 | Sancor Salud | Health & medicines | 83 | 4.4 | — | 4.0 | 4.3 | 4.9 | 7/7 |
| 9 | Medifé | Health & medicines | 79 | 4.1 | — | 3.9 | 3.8 | 4.8 | 7/7 |
| 10 | Galeno | Health & medicines | 74 | 3.9 | — | 3.6 | 3.5 | 4.5 | 7/7 |
Energy
10 brands. Index 100 is the segment's average Desire of 3.5 out of 10.
| # | Brand | Sub-segment | Index | Desire /10 | Change | Attraction | Affinity | Attachment | Models |
|---|---|---|---|---|---|---|---|---|---|
| 1 | YPF | Energy & fuel | 164 | 5.8 | — | 5.8 | 4.9 | 6.6 | 7/7 |
| 2 | Shell | Energy & fuel | 135 | 4.8 | — | 5.1 | 4.0 | 5.2 | 7/7 |
| 3 | Axion | Energy & fuel | 117 | 4.1 | — | 4.1 | 3.5 | 4.7 | 7/7 |
| 4 | Metrogas | Energy & fuel | 92 | 3.2 | — | 2.9 | 2.6 | 4.3 | 7/7 |
| 5 | Naturgy | Energy & fuel | 88 | 3.1 | — | 2.9 | 2.5 | 3.9 | 7/7 |
| 6 | Camuzzi | Energy & fuel | 83 | 2.9 | — | 2.5 | 2.4 | 3.9 | 7/7 |
| 7 | Edenor | Energy & fuel | 82 | 2.9 | — | 2.9 | 2.0 | 3.8 | 7/7 |
| 8 | Edesur | Energy & fuel | 81 | 2.9 | — | 2.9 | 1.9 | 3.8 | 7/7 |
| 9 | EPEC | Energy & fuel | 81 | 2.8 | — | 2.4 | 2.4 | 3.7 | 7/7 |
| 10 | Ecogas | Energy & fuel | 78 | 2.8 | — | 2.3 | 2.3 | 3.6 | 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.
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The Category Index
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How AI shops for Britain: the brands ChatGPT, Claude and Gemini actually recommend across 20 consumer categories, told as an animated story.
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The websites AI search cites most — every model aggregated, with weekly movers and per-model and per-market editions.
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How every number is measured: real AI answers, counted not estimated, with sample sizes and limitations stated on every page.
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