Asia-Pacific · October 2026 · refreshed monthly

The brands AI wants in Australia

7 AI models were asked how well they know the top brands in Australia 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 Grocery Retail Fashion Food & drink Eating out Technology Media & entertainment Telecoms Automotive Travel Beauty & personal care Home & household Health & fitness Energy

Finance

21 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	CommBank	Banks	119	5.8	—	6.2	4.7	6.7	7/7
2	Afterpay	Cards & payments	118	5.8	—	6.6	4.7	5.9	7/7
3	PayPal	Cards & payments	117	5.7	—	5.7	4.8	6.7	7/7
4	RACV	Insurance	114	5.6	—	5.0	5.7	6.0	7/7
5	NRMA Insurance	Insurance	113	5.6	—	5.2	5.5	6.0	7/7
6	American Express	Cards & payments	113	5.5	—	5.5	5.1	6.0	7/7
7	Bendigo Bank	Banks	113	5.5	—	4.8	6.1	5.7	7/7
8	AustralianSuper	Investing & savings	110	5.4	—	5.1	5.2	5.9	7/7
9	CommSec	Investing & savings	105	5.2	—	5.3	4.4	5.8	7/7
10	AAMI	Insurance	97	4.8	—	4.9	4.2	5.2	7/7
11	NAB	Banks	97	4.8	—	4.7	4.3	5.4	7/7
12	Westpac	Banks	94	4.6	—	4.5	4.1	5.4	7/7
13	ANZ	Banks	94	4.6	—	4.4	4.0	5.3	7/7
14	St.George	Banks	92	4.5	—	4.1	4.4	5.1	7/7
15	Suncorp Insurance	Insurance	92	4.5	—	4.3	4.3	4.9	7/7
16	Zip	Cards & payments	92	4.5	—	4.9	3.8	4.8	7/7
17	Hostplus	Investing & savings	91	4.5	—	4.2	4.4	4.8	7/7
18	Australian Retirement Trust	Investing & savings	89	4.4	—	3.8	4.3	5.0	7/7
19	Cbus	Investing & savings	89	4.4	—	3.7	4.8	4.6	7/7
20	Budget Direct	Insurance	88	4.3	—	4.7	3.5	4.8	7/7
21	Latitude	Cards & payments	62	3.0	—	2.9	2.8	3.4	7/7

Grocery

6 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	Aldi	Supermarkets	118	6.1	—	6.4	5.2	6.7	7/7
2	Woolworths	Supermarkets	107	5.5	—	5.4	4.7	6.5	7/7
3	Costco	Supermarkets	106	5.5	—	6.1	4.7	5.6	7/7
4	Coles	Supermarkets	105	5.4	—	5.2	4.6	6.4	7/7
5	IGA	Supermarkets	86	4.5	—	3.7	4.9	4.8	7/7
6	7-Eleven	Supermarkets	79	4.1	—	4.2	3.2	4.7	7/7

Retail

35 brands. Index 100 is the segment's average Desire of 5.1 out of 10.

#	Brand	Sub-segment	Index	Desire /10	Change	Attraction	Affinity	Attachment	Models
1	Bunnings	Home, furniture & DIY	139	7.1	—	6.8	6.7	8.0	7/7
2	Mecca	Health & beauty stores	139	7.1	—	7.7	6.7	7.0	7/7
3	IKEA	Home, furniture & DIY	139	7.1	—	7.7	6.5	7.1	7/7
4	Apple Store	Electricals retail	136	7.0	—	7.7	6.2	7.2	7/7
5	Sephora	Health & beauty stores	130	6.7	—	7.4	6.3	6.4	7/7
6	Etsy	Online marketplaces	126	6.5	—	6.8	6.8	5.8	7/7
7	Amazon	Online marketplaces	124	6.4	—	6.7	4.8	7.7	7/7
8	JB Hi-Fi	Electricals retail	120	6.1	—	6.3	5.3	6.8	7/7
9	Kmart	Department & variety stores	118	6.1	—	6.5	5.2	6.6	7/7
10	Adore Beauty	Health & beauty stores	118	6.0	—	6.0	5.8	6.3	7/7
11	Chemist Warehouse	Health & beauty stores	113	5.8	—	5.8	4.5	7.0	7/7
12	Priceline Pharmacy	Health & beauty stores	107	5.5	—	5.1	5.1	6.4	7/7
13	eBay	Online marketplaces	103	5.3	—	5.4	4.7	5.8	7/7
14	Spotlight	Home, furniture & DIY	102	5.3	—	5.3	5.1	5.4	7/7
15	Officeworks	Electricals retail	99	5.1	—	4.5	4.6	6.1	7/7
16	Shein	Online marketplaces	98	5.0	—	6.6	3.9	4.5	7/7
17	TK Maxx	Department & variety stores	97	5.0	—	5.8	4.2	5.0	7/7
18	Adairs	Home, furniture & DIY	97	5.0	—	4.8	4.8	5.3	7/7
19	David Jones	Department & variety stores	97	5.0	—	5.2	4.5	5.2	7/7
20	Facebook Marketplace	Online marketplaces	96	4.9	—	5.5	4.3	5.0	7/7
21	Temple & Webster	Home, furniture & DIY	94	4.8	—	5.3	4.4	4.8	7/7
22	Myer	Department & variety stores	93	4.8	—	4.7	4.4	5.2	7/7
23	Target	Department & variety stores	90	4.6	—	4.4	4.1	5.3	7/7
24	Total Tools	Home, furniture & DIY	89	4.6	—	4.3	4.4	5.0	7/7
25	The Good Guys	Electricals retail	88	4.5	—	4.3	4.1	5.2	7/7
26	Big W	Department & variety stores	85	4.4	—	4.0	3.8	5.3	7/7
27	Temu	Online marketplaces	83	4.3	—	5.9	2.9	4.0	7/7
28	Harvey Norman	Electricals retail	78	4.0	—	4.1	3.4	4.6	7/7
29	Gumtree	Online marketplaces	75	3.8	—	3.7	3.7	4.1	7/7
30	Fantastic Furniture	Home, furniture & DIY	74	3.8	—	3.8	3.4	4.2	7/7
31	AliExpress	Online marketplaces	74	3.8	—	4.8	2.6	3.9	7/7
32	The Reject Shop	Department & variety stores	72	3.7	—	3.8	3.1	4.3	7/7
33	Best & Less	Department & variety stores	72	3.7	—	3.2	3.5	4.5	7/7
34	Amart Furniture	Home, furniture & DIY	70	3.6	—	3.4	3.2	4.2	7/7
35	Harris Scarfe	Department & variety stores	64	3.3	—	3.0	3.1	3.8	7/7

Fashion

17 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	Nike	Sportswear & footwear	126	7.4	—	8.0	6.7	7.4	7/7
2	Louis Vuitton	Luxury	109	6.4	—	7.7	5.7	5.8	7/7
3	Adidas	Sportswear & footwear	109	6.4	—	6.5	6.1	6.5	7/7
4	Lululemon	Sportswear & footwear	108	6.3	—	6.7	6.3	6.1	7/7
5	Dior	Luxury	105	6.2	—	7.4	5.6	5.5	7/7
6	Chanel	Luxury	104	6.1	—	7.3	5.6	5.5	7/7
7	Uniqlo	Clothing retail	103	6.1	—	6.2	5.3	6.6	7/7
8	Tiffany & Co.	Luxury	102	6.0	—	6.7	5.7	5.4	7/7
9	The Iconic	Clothing retail	101	5.9	—	6.2	5.2	6.4	7/7
10	New Balance	Sportswear & footwear	101	5.9	—	6.0	5.8	6.0	7/7
11	Zara	Clothing retail	97	5.7	—	6.8	4.8	5.5	7/7
12	Peter Alexander	Clothing retail	97	5.7	—	5.8	5.4	5.8	7/7
13	ASICS	Sportswear & footwear	97	5.7	—	5.2	5.6	6.2	7/7
14	Country Road	Clothing retail	92	5.4	—	5.0	5.4	5.7	7/7
15	Cotton On	Clothing retail	88	5.1	—	5.4	4.7	5.4	7/7
16	H&M	Clothing retail	83	4.9	—	5.6	4.2	4.9	7/7
17	Michael Hill	Luxury	77	4.5	—	4.1	4.4	5.0	7/7

Food & drink

20 brands. Index 100 is the segment's average Desire of 5.8 out of 10.

#	Brand	Sub-segment	Index	Desire /10	Change	Attraction	Affinity	Attachment	Models
1	Vegemite	Packaged food & hot drinks	126	7.3	—	7.5	6.9	7.5	7/7
2	Tim Tam	Snacks & confectionery	125	7.3	—	7.8	6.7	7.3	7/7
3	Red Bull	Soft drinks	116	6.7	—	7.6	6.2	6.4	7/7
4	Milo	Packaged food & hot drinks	115	6.7	—	6.6	6.2	7.2	7/7
5	Cadbury	Snacks & confectionery	106	6.1	—	6.2	5.5	6.7	7/7
6	Arnott's	Packaged food & hot drinks	105	6.1	—	5.8	5.7	6.9	7/7
7	Coca-Cola	Soft drinks	104	6.0	—	6.3	5.3	6.5	7/7
8	M&M's	Snacks & confectionery	103	6.0	—	6.7	5.3	5.9	7/7
9	Kit Kat	Snacks & confectionery	101	5.9	—	6.3	5.2	6.2	7/7
10	Lindt	Snacks & confectionery	101	5.9	—	6.3	5.5	5.9	7/7
11	Bundaberg	Soft drinks	99	5.8	—	5.7	5.6	6.0	7/7
12	XXXX	Alcoholic drinks	98	5.7	—	5.3	5.9	5.8	7/7
13	Nescafé	Packaged food & hot drinks	97	5.6	—	5.5	4.8	6.5	7/7
14	Monster	Soft drinks	94	5.5	—	6.3	4.8	5.3	7/7
15	Carlton Draught	Alcoholic drinks	94	5.4	—	5.2	5.5	5.7	7/7
16	Bundaberg Rum	Alcoholic drinks	93	5.4	—	5.6	5.4	5.2	7/7
17	Great Northern	Alcoholic drinks	91	5.3	—	5.2	5.3	5.2	7/7
18	Continental	Packaged food & hot drinks	80	4.6	—	4.4	4.2	5.3	7/7
19	Mountain Dew	Soft drinks	76	4.4	—	4.9	4.0	4.4	7/7
20	Canadian Club	Alcoholic drinks	75	4.3	—	4.3	4.2	4.5	7/7

Eating out

17 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	Guzman y Gomez	Fast food & restaurants	120	6.0	—	6.7	5.5	5.7	7/7
2	McDonald's	Fast food & restaurants	118	5.8	—	6.4	4.8	6.3	7/7
3	Harris Farm	Food delivery	114	5.7	—	5.5	5.6	5.9	7/7
4	Uber Eats	Food delivery	112	5.6	—	6.3	4.3	6.2	7/7
5	Krispy Kreme	Coffee shops & bakeries	111	5.5	—	6.4	5.0	5.2	7/7
6	Starbucks	Coffee shops & bakeries	109	5.4	—	6.0	5.0	5.2	7/7
7	Bakers Delight	Coffee shops & bakeries	107	5.3	—	4.8	5.1	6.1	7/7
8	KFC	Fast food & restaurants	107	5.3	—	6.2	4.2	5.4	7/7
9	Domino's	Fast food & restaurants	100	4.9	—	5.5	3.9	5.5	7/7
10	Subway	Fast food & restaurants	96	4.8	—	4.9	4.3	5.2	7/7
11	The Coffee Club	Coffee shops & bakeries	95	4.7	—	4.2	4.7	5.2	7/7
12	Zarraffa's Coffee	Coffee shops & bakeries	94	4.7	—	4.4	4.7	4.9	7/7
13	Hungry Jack's	Fast food & restaurants	93	4.6	—	4.9	3.8	5.0	7/7
14	DoorDash	Food delivery	90	4.5	—	4.9	3.5	5.0	6/7
15	Pizza Hut	Fast food & restaurants	80	4.0	—	4.2	3.5	4.3	7/7
16	Menulog	Food delivery	80	4.0	—	4.0	3.4	4.5	7/7
17	Jimmy Brings	Food delivery	73	3.6	—	4.0	3.1	3.8	7/7

Technology

28 brands. Index 100 is the segment's average Desire of 5.8 out of 10.

#	Brand	Sub-segment	Index	Desire /10	Change	Attraction	Affinity	Attachment	Models
1	YouTube	Social media & messaging	133	7.8	—	7.9	6.9	8.4	7/7
2	Canva	Software & cloud	127	7.4	—	7.6	7.0	7.7	7/7
3	Google	Search & AI assistants	123	7.2	—	7.6	5.7	8.3	7/7
4	Apple	Phones & devices	123	7.2	—	7.7	6.2	7.6	7/7
5	TikTok	Social media & messaging	122	7.1	—	8.4	6.1	6.8	7/7
6	ChatGPT	Search & AI assistants	117	6.8	—	8.1	5.3	7.0	7/7
7	Instagram	Social media & messaging	113	6.6	—	7.3	5.9	6.6	7/7
8	WhatsApp	Social media & messaging	113	6.6	—	6.0	6.1	7.8	7/7
9	Reddit	Social media & messaging	112	6.5	—	7.0	6.2	6.4	7/7
10	Samsung	Phones & devices	111	6.5	—	7.1	5.5	6.8	7/7
11	Discord	Social media & messaging	110	6.4	—	6.6	6.1	6.5	7/7
12	Pinterest	Social media & messaging	104	6.1	—	6.1	5.9	6.2	7/7
13	Xero	Software & cloud	103	6.0	—	5.5	5.7	6.7	7/7
14	Microsoft 365	Software & cloud	99	5.8	—	5.4	4.9	7.0	7/7
15	Apple iCloud	Software & cloud	98	5.7	—	5.4	5.0	6.6	7/7
16	LinkedIn	Social media & messaging	96	5.6	—	5.6	5.2	6.1	7/7
17	Snapchat	Social media & messaging	96	5.6	—	6.1	5.1	5.6	7/7
18	Google Pixel	Phones & devices	94	5.5	—	5.8	4.9	5.7	7/7
19	Gemini	Search & AI assistants	93	5.4	—	6.0	4.5	5.7	7/7
20	Claude	Search & AI assistants	91	5.3	—	5.5	4.8	5.5	7/7
21	Facebook	Social media & messaging	90	5.2	—	5.3	4.6	5.7	7/7
22	Microsoft Copilot	Search & AI assistants	87	5.1	—	5.2	4.5	5.6	7/7
23	X	Social media & messaging	87	5.0	—	6.4	4.0	4.7	7/7
24	Grok	Search & AI assistants	79	4.6	—	5.9	3.7	4.2	6/7
25	Dropbox	Software & cloud	76	4.4	—	3.7	4.1	5.3	7/7
26	Lenovo	Phones & devices	74	4.3	—	4.1	3.8	5.1	7/7
27	HP	Phones & devices	72	4.2	—	4.0	3.5	5.0	7/7
28	Yahoo	Search & AI assistants	55	3.2	—	3.0	3.0	3.7	7/7

Media & entertainment

36 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	Minecraft	Gaming	139	7.7	—	8.1	7.5	7.7	7/7
2	Spotify	Music & audio	131	7.3	—	7.4	6.5	8.0	7/7
3	Netflix	Video streaming & TV	129	7.2	—	8.0	6.3	7.3	7/7
4	Steam	Gaming	129	7.2	—	7.4	6.6	7.6	7/7
5	triple j	Music & audio	128	7.1	—	7.1	7.3	6.9	7/7
6	PlayStation	Gaming	128	7.1	—	7.6	6.6	7.1	7/7
7	SBS	Video streaming & TV	126	7.0	—	6.5	7.5	7.1	7/7
8	ABC	Video streaming & TV	123	6.8	—	6.2	6.9	7.5	7/7
9	Disney+	Video streaming & TV	122	6.8	—	7.1	6.3	7.0	7/7
10	Roblox	Gaming	118	6.6	—	7.5	6.1	6.0	7/7
11	The Guardian Australia	News & publishing	116	6.5	—	6.7	6.4	6.3	7/7
12	ABC News	News & publishing	116	6.5	—	6.2	6.2	7.0	7/7
13	YouTube Music	Music & audio	105	5.9	—	5.9	5.3	6.4	7/7
14	Kayo	Video streaming & TV	103	5.7	—	6.0	5.4	5.8	7/7
15	SoundCloud	Music & audio	102	5.7	—	6.0	5.8	5.3	7/7
16	Prime Video	Video streaming & TV	102	5.7	—	5.6	5.0	6.4	7/7
17	Stan	Video streaming & TV	100	5.5	—	5.5	5.2	5.9	7/7
18	The Sydney Morning Herald	News & publishing	96	5.3	—	5.3	5.2	5.6	7/7
19	Australian Financial Review	News & publishing	94	5.2	—	5.3	5.0	5.3	7/7
20	The Age	News & publishing	93	5.2	—	5.0	5.1	5.4	7/7
21	Sportsbet	Betting & lottery	91	5.1	—	6.6	3.9	4.8	7/7
22	news.com.au	News & publishing	89	5.0	—	5.4	4.2	5.3	7/7
23	The Lott	Betting & lottery	88	4.9	—	5.0	4.7	5.0	7/7
24	Channel 7	Video streaming & TV	87	4.8	—	4.7	4.4	5.4	7/7
25	9News	News & publishing	84	4.7	—	4.9	4.0	5.1	7/7
26	7NEWS	News & publishing	83	4.6	—	4.8	4.0	5.0	7/7
27	Lotterywest	Betting & lottery	83	4.6	—	4.2	5.0	4.6	7/7
28	EB Games	Gaming	82	4.6	—	4.3	4.6	4.7	7/7
29	Herald Sun	News & publishing	81	4.5	—	4.6	4.2	4.8	7/7
30	The Australian	News & publishing	81	4.5	—	4.9	4.0	4.6	7/7
31	TAB	Betting & lottery	81	4.5	—	4.7	4.1	4.6	7/7
32	bet365	Betting & lottery	79	4.4	—	5.5	3.3	4.5	7/7
33	Sky News Australia	News & publishing	78	4.3	—	5.3	3.6	4.2	7/7
34	Smooth FM	Music & audio	74	4.1	—	3.2	4.2	4.9	7/7
35	Daily Mail Australia	News & publishing	71	3.9	—	5.2	2.8	3.8	7/7
36	The Courier-Mail	News & publishing	66	3.7	—	3.6	3.6	3.8	7/7

Telecoms

10 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	Kayo Sports	Broadband & pay TV	114	5.7	—	6.2	5.3	5.7	7/7
2	Aussie Broadband	Broadband & pay TV	114	5.7	—	5.3	5.3	6.4	7/7
3	Telstra	Mobile networks	113	5.6	—	5.7	4.6	6.5	7/7
4	Starlink	Broadband & pay TV	112	5.6	—	7.3	4.0	5.4	7/7
5	Boost Mobile	Mobile networks	101	5.0	—	4.9	4.6	5.7	7/7
6	Optus	Mobile networks	97	4.8	—	5.2	3.8	5.4	7/7
7	Vodafone	Mobile networks	93	4.6	—	4.9	3.8	5.1	7/7
8	Amaysim	Mobile networks	89	4.4	—	4.2	3.9	5.2	7/7
9	Foxtel	Broadband & pay TV	88	4.4	—	4.7	3.8	4.7	7/7
10	TPG	Broadband & pay TV	79	3.9	—	4.0	3.2	4.6	7/7

Automotive

10 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	Toyota	Mainstream cars	117	6.9	—	6.0	6.7	8.0	7/7
2	Tesla	Premium & luxury cars	108	6.4	—	7.9	5.6	5.7	7/7
3	Mazda	Mainstream cars	108	6.4	—	6.0	6.1	7.0	7/7
4	Porsche	Premium & luxury cars	105	6.2	—	6.8	6.0	5.9	7/7
5	Hyundai	Mainstream cars	102	6.0	—	6.1	5.5	6.6	7/7
6	Mercedes-Benz	Premium & luxury cars	99	5.9	—	6.2	5.5	6.0	7/7
7	BMW	Premium & luxury cars	97	5.8	—	6.1	5.4	5.8	7/7
8	BYD	Mainstream cars	94	5.6	—	7.0	4.5	5.1	6/7
9	Lamborghini	Premium & luxury cars	90	5.4	—	7.3	4.9	3.9	7/7
10	Mitsubishi	Mainstream cars	80	4.8	—	4.2	4.6	5.5	7/7

Travel

15 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	Airbnb	Hotels & holidays	127	6.1	—	7.1	5.3	5.9	7/7
2	Qantas	Airlines	122	5.9	—	5.9	5.5	6.2	7/7
3	Singapore Airlines	Airlines	117	5.6	—	5.9	5.3	5.7	7/7
4	Uber	Transport & ride-hailing	117	5.6	—	6.5	3.9	6.3	7/7
5	Virgin Australia	Airlines	112	5.4	—	5.8	5.0	5.3	7/7
6	Luxury Escapes	Hotels & holidays	108	5.2	—	5.8	4.5	5.3	7/7
7	Emirates	Airlines	107	5.1	—	5.9	4.4	5.1	7/7
8	Opal	Transport & ride-hailing	105	5.0	—	4.4	4.4	6.3	7/7
9	Booking.com	Hotels & holidays	104	5.0	—	5.1	4.3	5.7	7/7
10	Flight Centre	Hotels & holidays	91	4.4	—	4.2	4.1	4.8	7/7
11	Jetstar	Airlines	84	4.0	—	4.5	3.3	4.3	7/7
12	V/Line	Transport & ride-hailing	83	4.0	—	3.4	3.9	4.7	7/7
13	Webjet	Hotels & holidays	80	3.8	—	3.7	3.4	4.3	7/7
14	13cabs	Transport & ride-hailing	73	3.5	—	3.0	3.2	4.3	7/7
15	Hertz	Transport & ride-hailing	71	3.4	—	3.2	3.2	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	The Ordinary	Skincare & cosmetics	122	6.9	—	7.6	6.1	6.8	7/7
2	Dove	Haircare & personal care	111	6.2	—	5.9	6.1	6.8	7/7
3	La Roche-Posay	Skincare & cosmetics	106	5.9	—	5.8	5.4	6.6	7/7
4	Maybelline	Skincare & cosmetics	105	5.9	—	6.1	5.3	6.3	7/7
5	Sensodyne	Haircare & personal care	100	5.6	—	5.3	4.6	6.9	7/7
6	Sukin	Haircare & personal care	99	5.5	—	5.3	5.8	5.6	7/7
7	Estée Lauder	Skincare & cosmetics	94	5.2	—	5.1	4.9	5.7	7/7
8	Schwarzkopf	Haircare & personal care	90	5.0	—	5.1	4.6	5.5	7/7
9	Lynx	Haircare & personal care	86	4.8	—	5.5	4.0	5.1	7/7
10	Clinique	Skincare & cosmetics	86	4.8	—	4.3	4.5	5.6	7/7

Home & household

10 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	Dyson	Home appliances	123	6.8	—	7.8	5.6	6.9	7/7
2	Breville	Home appliances	119	6.6	—	6.6	5.9	7.2	7/7
3	Who Gives a Crap	Household products	116	6.4	—	6.4	6.7	6.0	7/7
4	Smeg	Home appliances	104	5.7	—	6.4	5.3	5.5	7/7
5	Bosch	Home appliances	96	5.3	—	4.8	4.7	6.4	7/7
6	Fisher & Paykel	Home appliances	96	5.3	—	4.9	4.9	6.2	7/7
7	Dettol	Household products	95	5.2	—	4.7	4.4	6.5	7/7
8	Omo	Household products	89	4.9	—	4.6	4.0	6.1	7/7
9	Finish	Household products	84	4.7	—	4.6	3.7	5.7	7/7
10	Vanish	Household products	78	4.3	—	4.2	3.5	5.0	7/7

Health & fitness

10 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	Anytime Fitness	Gyms & fitness	116	5.7	—	5.3	5.4	6.4	7/7
2	Revo Fitness	Gyms & fitness	107	5.3	—	5.2	4.9	5.6	7/7
3	Panadol	Health & medicines	106	5.2	—	4.8	4.4	6.6	7/7
4	Snap Fitness	Gyms & fitness	105	5.2	—	4.6	5.0	5.8	7/7
5	Nurofen	Health & medicines	102	5.0	—	4.8	3.9	6.2	7/7
6	Club Lime	Gyms & fitness	99	4.8	—	4.6	4.8	5.2	7/7
7	Medibank	Health & medicines	98	4.8	—	4.7	4.3	5.3	7/7
8	Plus Fitness	Gyms & fitness	91	4.5	—	3.8	4.4	5.2	7/7
9	nib	Health & medicines	90	4.4	—	4.5	3.8	4.9	7/7
10	Bupa	Health & medicines	87	4.3	—	4.0	3.9	4.9	7/7

Energy

5 brands. Index 100 is the segment's average Desire of 3.8 out of 10.

#	Brand	Sub-segment	Index	Desire /10	Change	Attraction	Affinity	Attachment	Models
1	Shell	Energy & fuel	110	4.1	—	4.5	2.9	5.0	7/7
2	BP	Energy & fuel	106	4.0	—	4.2	2.8	5.0	7/7
3	Origin Energy	Energy & fuel	101	3.8	—	4.0	2.9	4.5	7/7
4	AGL	Energy & fuel	95	3.6	—	3.7	2.7	4.4	7/7
5	EnergyAustralia	Energy & fuel	88	3.3	—	3.3	2.5	4.0	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