Latin America · October 2026 · refreshed monthly
The brands AI wants in Brazil
7 AI models were asked how well they know the top brands in Brazil 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.
248 brands · 15 segments · rated by Claude, Perplexity, Gemini, ChatGPT, Grok, DeepSeek and Meta AI · 2 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
22 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 | Nubank | Cards & payments | 134 | 7.7 | — | 8.1 | 6.7 | 8.2 | 7/7 |
| 2 | Pix | Cards & payments | 134 | 7.6 | — | 8.2 | 6.3 | 8.5 | 7/7 |
| 3 | Inter | Banks | 117 | 6.7 | — | 7.2 | 5.8 | 7.0 | 7/7 |
| 4 | Itaú | Banks | 116 | 6.6 | — | 6.7 | 5.9 | 7.3 | 7/7 |
| 5 | Porto Seguro | Insurance | 112 | 6.4 | — | 6.3 | 6.0 | 6.8 | 7/7 |
| 6 | XP Investimentos | Investing & savings | 112 | 6.4 | — | 7.1 | 5.4 | 6.6 | 7/7 |
| 7 | Sicredi | Banks | 109 | 6.2 | — | 5.3 | 6.8 | 6.5 | 7/7 |
| 8 | Mercado Pago | Cards & payments | 106 | 6.1 | — | 6.3 | 5.1 | 6.8 | 7/7 |
| 9 | Tesouro Direto | Investing & savings | 100 | 5.7 | — | 5.3 | 5.3 | 6.6 | 7/7 |
| 10 | Caixa | Banks | 99 | 5.7 | — | 5.3 | 5.3 | 6.4 | 7/7 |
| 11 | Banco do Brasil | Banks | 99 | 5.6 | — | 5.2 | 5.1 | 6.6 | 7/7 |
| 12 | Binance | Investing & savings | 98 | 5.6 | — | 7.2 | 4.3 | 5.2 | 7/7 |
| 13 | Santander | Banks | 98 | 5.6 | — | 5.6 | 4.9 | 6.2 | 7/7 |
| 14 | Bradesco | Banks | 94 | 5.3 | — | 4.9 | 4.8 | 6.3 | 7/7 |
| 15 | Inter Invest | Investing & savings | 93 | 5.3 | — | 5.3 | 4.8 | 5.9 | 7/7 |
| 16 | BTG Pactual | Investing & savings | 93 | 5.3 | — | 5.5 | 4.7 | 5.7 | 7/7 |
| 17 | Bradesco Seguros | Insurance | 89 | 5.1 | — | 4.9 | 4.8 | 5.7 | 7/7 |
| 18 | SulAmérica | Insurance | 86 | 4.9 | — | 4.7 | 4.6 | 5.4 | 7/7 |
| 19 | Allianz | Insurance | 81 | 4.7 | — | 4.5 | 4.4 | 5.0 | 7/7 |
| 20 | PayPal | Cards & payments | 80 | 4.6 | — | 4.6 | 4.2 | 5.0 | 7/7 |
| 21 | PagBank | Cards & payments | 77 | 4.4 | — | 4.3 | 3.9 | 5.0 | 7/7 |
| 22 | Tokio Marine | Insurance | 73 | 4.1 | — | 3.9 | 3.9 | 4.6 | 7/7 |
Grocery
5 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 | Pão de Açúcar | Supermarkets | 111 | 6.1 | — | 6.2 | 5.5 | 6.6 | 7/7 |
| 2 | Carrefour | Supermarkets | 105 | 5.8 | — | 5.9 | 4.9 | 6.5 | 7/7 |
| 3 | Assaí | Supermarkets | 98 | 5.4 | — | 5.5 | 4.4 | 6.3 | 7/7 |
| 4 | Atacadão | Supermarkets | 97 | 5.3 | — | 5.3 | 4.4 | 6.3 | 7/7 |
| 5 | Supermercados BH | Supermarkets | 90 | 5.0 | — | 4.3 | 4.6 | 5.9 | 7/7 |
Retail
30 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 | Mercado Livre | Online marketplaces | 136 | 7.0 | — | 7.3 | 6.0 | 7.9 | 7/7 |
| 2 | Sephora | Health & beauty stores | 131 | 6.8 | — | 7.5 | 6.6 | 6.1 | 7/7 |
| 3 | Amazon | Online marketplaces | 125 | 6.5 | — | 6.7 | 5.2 | 7.4 | 7/7 |
| 4 | Magalu Magazine Luiza | Electricals retail | 124 | 6.4 | — | 7.0 | 5.5 | 6.7 | 7/7 |
| 5 | Magazine Luiza | Department & variety stores | 121 | 6.3 | — | 7.0 | 5.3 | 6.6 | 7/7 |
| 6 | KaBuM! | Electricals retail | 119 | 6.2 | — | 6.7 | 5.7 | 6.0 | 7/7 |
| 7 | Leroy Merlin | Home, furniture & DIY | 118 | 6.1 | — | 6.2 | 5.7 | 6.5 | 7/7 |
| 8 | Shopee | Online marketplaces | 114 | 5.9 | — | 7.0 | 4.7 | 6.0 | 7/7 |
| 9 | Drogasil | Health & beauty stores | 113 | 5.9 | — | 5.6 | 5.2 | 6.8 | 7/7 |
| 10 | Droga Raia | Health & beauty stores | 108 | 5.6 | — | 5.2 | 5.0 | 6.6 | 7/7 |
| 11 | Tok&Stok | Home, furniture & DIY | 108 | 5.6 | — | 6.1 | 5.3 | 5.4 | 7/7 |
| 12 | Pichau | Electricals retail | 104 | 5.4 | — | 5.9 | 5.2 | 5.1 | 7/7 |
| 13 | Pague Menos | Health & beauty stores | 103 | 5.3 | — | 5.2 | 4.8 | 6.1 | 7/7 |
| 14 | Enjoei | Online marketplaces | 102 | 5.3 | — | 5.7 | 5.6 | 4.6 | 7/7 |
| 15 | Casas Bahia | Electricals retail | 98 | 5.1 | — | 5.1 | 4.5 | 5.7 | 7/7 |
| 16 | MadeiraMadeira | Home, furniture & DIY | 98 | 5.1 | — | 5.9 | 4.5 | 4.9 | 7/7 |
| 17 | Drogaria Araujo | Health & beauty stores | 95 | 4.9 | — | 4.5 | 4.6 | 5.7 | 7/7 |
| 18 | Havan | Department & variety stores | 94 | 4.9 | — | 5.6 | 4.0 | 5.0 | 7/7 |
| 19 | Drogaria São Paulo | Health & beauty stores | 91 | 4.7 | — | 4.3 | 4.2 | 5.6 | 7/7 |
| 20 | Kalunga | Electricals retail | 90 | 4.6 | — | 4.3 | 4.5 | 5.2 | 7/7 |
| 21 | Americanas | Department & variety stores | 89 | 4.6 | — | 5.3 | 3.5 | 5.1 | 7/7 |
| 22 | OLX | Online marketplaces | 88 | 4.5 | — | 4.8 | 4.1 | 4.7 | 7/7 |
| 23 | Drogarias Pacheco | Health & beauty stores | 87 | 4.5 | — | 4.1 | 4.0 | 5.5 | 7/7 |
| 24 | AliExpress | Online marketplaces | 87 | 4.5 | — | 5.5 | 3.4 | 4.6 | 7/7 |
| 25 | Ferreira Costa | Home, furniture & DIY | 86 | 4.5 | — | 4.1 | 4.3 | 5.0 | 7/7 |
| 26 | Temu | Online marketplaces | 82 | 4.3 | — | 6.2 | 2.8 | 3.8 | 7/7 |
| 27 | Obramax | Home, furniture & DIY | 77 | 4.0 | — | 4.0 | 3.5 | 4.5 | 7/7 |
| 28 | Lojas Cem | Electricals retail | 74 | 3.8 | — | 3.3 | 3.8 | 4.4 | 7/7 |
| 29 | Le Biscuit | Department & variety stores | 70 | 3.6 | — | 3.5 | 3.5 | 3.9 | 7/7 |
| 30 | Lojas Torra | Department & variety stores | 67 | 3.5 | — | 3.4 | 3.3 | 3.8 | 7/7 |
Fashion
19 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 | 130 | 7.7 | — | 8.2 | 7.2 | 7.5 | 7/7 |
| 2 | Havaianas | Sportswear & footwear | 123 | 7.2 | — | 7.4 | 6.8 | 7.5 | 7/7 |
| 3 | Adidas | Sportswear & footwear | 114 | 6.7 | — | 6.8 | 6.5 | 6.7 | 7/7 |
| 4 | Louis Vuitton | Luxury | 109 | 6.4 | — | 7.5 | 5.7 | 6.0 | 7/7 |
| 5 | Rolex | Luxury | 109 | 6.4 | — | 7.1 | 5.9 | 6.0 | 7/7 |
| 6 | Farm | Clothing retail | 108 | 6.4 | — | 7.0 | 6.4 | 5.7 | 7/7 |
| 7 | Renner | Clothing retail | 105 | 6.2 | — | 6.0 | 5.9 | 6.6 | 7/7 |
| 8 | Melissa | Sportswear & footwear | 104 | 6.1 | — | 6.8 | 5.8 | 5.7 | 7/7 |
| 9 | Vivara | Luxury | 101 | 5.9 | — | 5.9 | 5.7 | 6.2 | 7/7 |
| 10 | New Balance | Sportswear & footwear | 101 | 5.9 | — | 6.2 | 5.7 | 5.8 | 7/7 |
| 11 | Dior | Luxury | 100 | 5.9 | — | 6.9 | 5.4 | 5.3 | 7/7 |
| 12 | Shein | Clothing retail | 98 | 5.7 | — | 7.6 | 4.5 | 5.1 | 7/7 |
| 13 | Zara | Clothing retail | 93 | 5.5 | — | 6.3 | 4.7 | 5.3 | 7/7 |
| 14 | Centauro | Clothing retail | 93 | 5.4 | — | 5.5 | 5.3 | 5.5 | 7/7 |
| 15 | Netshoes | Clothing retail | 89 | 5.2 | — | 5.4 | 4.9 | 5.3 | 7/7 |
| 16 | Riachuelo | Clothing retail | 85 | 5.0 | — | 5.0 | 4.8 | 5.2 | 7/7 |
| 17 | Montblanc | Luxury | 81 | 4.8 | — | 5.0 | 4.7 | 4.7 | 7/7 |
| 18 | C&A | Clothing retail | 80 | 4.7 | — | 4.6 | 4.5 | 5.0 | 7/7 |
| 19 | Dafiti | Clothing retail | 78 | 4.6 | — | 4.9 | 4.2 | 4.6 | 7/7 |
Food & drink
20 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 | Guaraná Antarctica | Soft drinks | 119 | 6.8 | — | 6.8 | 6.6 | 7.1 | 7/7 |
| 2 | Red Bull | Soft drinks | 115 | 6.6 | — | 7.5 | 6.2 | 6.0 | 7/7 |
| 3 | Coca-Cola | Soft drinks | 114 | 6.5 | — | 6.6 | 6.0 | 7.0 | 7/7 |
| 4 | Heineken | Alcoholic drinks | 112 | 6.5 | — | 6.7 | 6.2 | 6.5 | 7/7 |
| 5 | Brahma | Alcoholic drinks | 112 | 6.4 | — | 6.1 | 6.3 | 6.8 | 7/7 |
| 6 | Cacau Show | Snacks & confectionery | 111 | 6.4 | — | 6.7 | 5.8 | 6.6 | 7/7 |
| 7 | Doritos | Snacks & confectionery | 103 | 5.9 | — | 6.9 | 5.1 | 5.7 | 7/7 |
| 8 | Kit Kat | Snacks & confectionery | 103 | 5.9 | — | 6.4 | 5.2 | 6.1 | 7/7 |
| 9 | Nestlé | Packaged food & hot drinks | 103 | 5.9 | — | 5.8 | 5.1 | 6.8 | 7/7 |
| 10 | Ninho | Packaged food & hot drinks | 101 | 5.8 | — | 5.2 | 5.4 | 6.8 | 7/7 |
| 11 | Bauducco | Snacks & confectionery | 99 | 5.7 | — | 5.3 | 5.3 | 6.5 | 7/7 |
| 12 | Nissin Miojo | Packaged food & hot drinks | 99 | 5.7 | — | 5.9 | 4.8 | 6.3 | 7/7 |
| 13 | Café 3 Corações | Packaged food & hot drinks | 97 | 5.6 | — | 4.8 | 5.3 | 6.7 | 7/7 |
| 14 | Kopenhagen | Snacks & confectionery | 97 | 5.5 | — | 5.8 | 5.4 | 5.5 | 7/7 |
| 15 | Sprite | Soft drinks | 94 | 5.4 | — | 5.4 | 5.2 | 5.7 | 7/7 |
| 16 | Smirnoff | Alcoholic drinks | 91 | 5.2 | — | 5.4 | 5.1 | 5.2 | 7/7 |
| 17 | Budweiser | Alcoholic drinks | 91 | 5.2 | — | 5.6 | 5.0 | 5.0 | 7/7 |
| 18 | Amstel | Alcoholic drinks | 81 | 4.6 | — | 4.5 | 4.5 | 4.9 | 7/7 |
| 19 | Schweppes | Soft drinks | 79 | 4.5 | — | 4.7 | 4.5 | 4.5 | 7/7 |
| 20 | Kellogg's | Packaged food & hot drinks | 78 | 4.5 | — | 4.3 | 4.1 | 4.9 | 7/7 |
Eating out
14 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 | iFood | Food delivery | 126 | 6.8 | — | 7.2 | 5.5 | 7.8 | 7/7 |
| 2 | McDonald's | Fast food & restaurants | 113 | 6.2 | — | 6.8 | 5.3 | 6.4 | 7/7 |
| 3 | Zé Delivery | Food delivery | 113 | 6.1 | — | 6.5 | 5.4 | 6.4 | 7/7 |
| 4 | Starbucks | Coffee shops & bakeries | 112 | 6.1 | — | 6.5 | 5.7 | 6.1 | 7/7 |
| 5 | Coco Bambu | Fast food & restaurants | 106 | 5.8 | — | 5.9 | 5.8 | 5.7 | 7/7 |
| 6 | Hortifruti Natural da Terra | Food delivery | 101 | 5.5 | — | 5.0 | 5.5 | 5.9 | 7/7 |
| 7 | Sodiê Doces | Coffee shops & bakeries | 100 | 5.4 | — | 5.3 | 5.5 | 5.5 | 7/7 |
| 8 | The Coffee | Coffee shops & bakeries | 100 | 5.4 | — | 5.8 | 5.3 | 5.1 | 6/7 |
| 9 | Outback | Fast food & restaurants | 99 | 5.4 | — | 5.7 | 5.2 | 5.2 | 7/7 |
| 10 | Burger King | Fast food & restaurants | 99 | 5.4 | — | 6.2 | 4.6 | 5.3 | 7/7 |
| 11 | Ofner | Coffee shops & bakeries | 88 | 4.8 | — | 4.6 | 4.7 | 5.0 | 7/7 |
| 12 | Subway | Fast food & restaurants | 88 | 4.8 | — | 4.9 | 4.5 | 4.9 | 7/7 |
| 13 | Cheirin Bão | Coffee shops & bakeries | 81 | 4.4 | — | 4.4 | 4.4 | 4.4 | 7/7 |
| 14 | 99Food | Food delivery | 74 | 4.0 | — | 4.3 | 3.4 | 4.3 | 7/7 |
Technology
28 brands. Index 100 is the segment's average Desire of 6.0 out of 10.
| # | Brand | Sub-segment | Index | Desire /10 | Change | Attraction | Affinity | Attachment | Models |
|---|---|---|---|---|---|---|---|---|---|
| 1 | TikTok | Social media & messaging | 126 | 7.6 | — | 8.6 | 6.6 | 7.4 | 7/7 |
| 2 | Social media & messaging | 123 | 7.4 | — | 7.0 | 6.6 | 8.6 | 7/7 | |
| 3 | Software & cloud | 122 | 7.3 | — | 7.7 | 5.8 | 8.5 | 7/7 | |
| 4 | Apple | Phones & devices | 122 | 7.3 | — | 7.9 | 6.5 | 7.5 | 7/7 |
| 5 | Social media & messaging | 119 | 7.2 | — | 7.6 | 6.5 | 7.4 | 7/7 | |
| 6 | Samsung | Phones & devices | 118 | 7.1 | — | 7.5 | 6.2 | 7.6 | 7/7 |
| 7 | Canva | Software & cloud | 117 | 7.1 | — | 7.2 | 6.4 | 7.6 | 7/7 |
| 8 | ChatGPT | Search & AI assistants | 117 | 7.1 | — | 8.2 | 5.7 | 7.3 | 7/7 |
| 9 | Discord | Social media & messaging | 108 | 6.5 | — | 6.6 | 6.3 | 6.6 | 7/7 |
| 10 | Telegram | Social media & messaging | 108 | 6.5 | — | 6.5 | 6.0 | 7.0 | 7/7 |
| 11 | JBL | Phones & devices | 100 | 6.0 | — | 6.1 | 5.6 | 6.3 | 7/7 |
| 12 | Social media & messaging | 100 | 6.0 | — | 6.0 | 6.0 | 6.1 | 7/7 | |
| 13 | Xiaomi | Phones & devices | 100 | 6.0 | — | 6.7 | 5.1 | 6.3 | 7/7 |
| 14 | Gemini | Search & AI assistants | 99 | 6.0 | — | 6.7 | 5.0 | 6.3 | 7/7 |
| 15 | Google Assistente | Search & AI assistants | 99 | 6.0 | — | 5.8 | 5.1 | 7.1 | 7/7 |
| 16 | Microsoft 365 | Software & cloud | 99 | 5.9 | — | 5.5 | 5.1 | 7.2 | 7/7 |
| 17 | Zoom | Software & cloud | 95 | 5.7 | — | 5.6 | 5.1 | 6.5 | 7/7 |
| 18 | Social media & messaging | 94 | 5.7 | — | 5.5 | 5.4 | 6.0 | 7/7 | |
| 19 | DeepSeek | Search & AI assistants | 92 | 5.5 | — | 6.8 | 4.2 | 5.5 | 5/7 |
| 20 | Tinder | Social media & messaging | 91 | 5.5 | — | 6.4 | 4.8 | 5.2 | 7/7 |
| 21 | Claude | Search & AI assistants | 90 | 5.4 | — | 5.8 | 5.1 | 5.4 | 7/7 |
| 22 | Microsoft Copilot | Search & AI assistants | 89 | 5.3 | — | 5.5 | 4.7 | 5.8 | 7/7 |
| 23 | Motorola | Phones & devices | 89 | 5.3 | — | 5.0 | 4.9 | 6.1 | 7/7 |
| 24 | iCloud | Software & cloud | 88 | 5.3 | — | 4.8 | 4.8 | 6.2 | 7/7 |
| 25 | Grok | Search & AI assistants | 85 | 5.1 | — | 6.5 | 4.2 | 4.6 | 5/7 |
| 26 | Social media & messaging | 84 | 5.0 | — | 4.8 | 4.5 | 5.8 | 7/7 | |
| 27 | X | Social media & messaging | 81 | 4.9 | — | 6.1 | 4.0 | 4.5 | 7/7 |
| 28 | Yahoo | Search & AI assistants | 48 | 2.9 | — | 2.5 | 2.7 | 3.4 | 7/7 |
Media & entertainment
39 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 | YouTube | Video streaming & TV | 143 | 8.1 | — | 8.7 | 7.1 | 8.5 | 7/7 |
| 2 | Steam | Gaming | 135 | 7.7 | — | 7.8 | 7.1 | 8.2 | 7/7 |
| 3 | Spotify | Music & audio | 135 | 7.7 | — | 7.8 | 6.9 | 8.3 | 7/7 |
| 4 | Netflix | Video streaming & TV | 131 | 7.4 | — | 8.2 | 6.5 | 7.7 | 7/7 |
| 5 | Xbox | Gaming | 119 | 6.8 | — | 6.9 | 6.4 | 7.1 | 7/7 |
| 6 | g1 | News & publishing | 117 | 6.7 | — | 7.1 | 5.7 | 7.3 | 7/7 |
| 7 | Globo | Video streaming & TV | 117 | 6.7 | — | 7.0 | 5.9 | 7.0 | 7/7 |
| 8 | Roblox | Gaming | 116 | 6.6 | — | 7.7 | 6.0 | 6.1 | 7/7 |
| 9 | Epic Games | Gaming | 113 | 6.4 | — | 7.2 | 5.8 | 6.2 | 7/7 |
| 10 | Loterias Caixa | Betting & lottery | 112 | 6.4 | — | 6.4 | 6.2 | 6.5 | 7/7 |
| 11 | Folha de S.Paulo | News & publishing | 110 | 6.3 | — | 6.6 | 5.7 | 6.6 | 7/7 |
| 12 | YouTube Music | Music & audio | 110 | 6.3 | — | 6.2 | 5.7 | 6.8 | 7/7 |
| 13 | O Globo | News & publishing | 109 | 6.2 | — | 6.5 | 5.5 | 6.5 | 7/7 |
| 14 | Disney+ | Video streaming & TV | 107 | 6.1 | — | 6.3 | 5.6 | 6.4 | 7/7 |
| 15 | HBO Max | Video streaming & TV | 107 | 6.1 | — | 6.7 | 5.6 | 6.0 | 7/7 |
| 16 | Globoplay | Video streaming & TV | 103 | 5.9 | — | 6.1 | 5.4 | 6.1 | 7/7 |
| 17 | Prime Video | Video streaming & TV | 103 | 5.9 | — | 6.0 | 5.0 | 6.6 | 7/7 |
| 18 | Superbet | Betting & lottery | 102 | 5.8 | — | 6.6 | 5.2 | 5.7 | 7/7 |
| 19 | Betano | Betting & lottery | 101 | 5.7 | — | 6.8 | 5.0 | 5.5 | 7/7 |
| 20 | Nuuvem | Gaming | 99 | 5.6 | — | 5.4 | 5.5 | 6.0 | 7/7 |
| 21 | Estadão | News & publishing | 96 | 5.5 | — | 5.4 | 5.1 | 5.9 | 7/7 |
| 22 | Metrópoles | News & publishing | 94 | 5.3 | — | 6.1 | 4.6 | 5.3 | 7/7 |
| 23 | Bet365 | Betting & lottery | 93 | 5.3 | — | 6.2 | 4.4 | 5.3 | 7/7 |
| 24 | SoundCloud | Music & audio | 93 | 5.3 | — | 5.7 | 5.4 | 4.8 | 7/7 |
| 25 | Jovem Pan | Music & audio | 92 | 5.2 | — | 5.7 | 4.7 | 5.3 | 7/7 |
| 26 | Betnacional | Betting & lottery | 92 | 5.2 | — | 5.9 | 4.9 | 4.8 | 7/7 |
| 27 | CNN Brasil | News & publishing | 91 | 5.2 | — | 5.8 | 4.5 | 5.3 | 7/7 |
| 28 | Esportes da Sorte | Betting & lottery | 90 | 5.1 | — | 6.1 | 4.6 | 4.6 | 7/7 |
| 29 | UOL | News & publishing | 89 | 5.1 | — | 5.0 | 4.4 | 5.8 | 7/7 |
| 30 | Pixbet | Betting & lottery | 87 | 5.0 | — | 5.8 | 4.3 | 4.8 | 7/7 |
| 31 | Sportingbet | Betting & lottery | 86 | 4.9 | — | 5.3 | 4.4 | 5.0 | 7/7 |
| 32 | R7 | News & publishing | 83 | 4.7 | — | 5.1 | 4.1 | 4.9 | 7/7 |
| 33 | KTO | Betting & lottery | 82 | 4.7 | — | 5.4 | 4.2 | 4.4 | 7/7 |
| 34 | Betfair | Betting & lottery | 81 | 4.6 | — | 5.5 | 3.9 | 4.4 | 7/7 |
| 35 | Estrela Bet | Betting & lottery | 77 | 4.4 | — | 5.1 | 4.0 | 4.1 | 7/7 |
| 36 | Deezer | Music & audio | 73 | 4.2 | — | 3.8 | 4.0 | 4.8 | 7/7 |
| 37 | Terra | News & publishing | 73 | 4.2 | — | 4.3 | 3.6 | 4.5 | 7/7 |
| 38 | Vai de Bet | Betting & lottery | 71 | 4.0 | — | 4.7 | 3.6 | 3.8 | 7/7 |
| 39 | Novibet | Betting & lottery | 68 | 3.9 | — | 4.2 | 3.4 | 4.0 | 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 | Vivo | Mobile networks | 132 | 6.3 | — | 6.5 | 5.6 | 6.9 | 7/7 |
| 2 | Starlink | Broadband & pay TV | 125 | 6.0 | — | 7.6 | 4.7 | 5.6 | 7/7 |
| 3 | TIM | Mobile networks | 112 | 5.4 | — | 5.6 | 4.5 | 5.9 | 7/7 |
| 4 | Claro | Broadband & pay TV | 109 | 5.2 | — | 5.5 | 4.2 | 6.0 | 7/7 |
| 5 | Vivo Easy | Mobile networks | 109 | 5.2 | — | 5.4 | 4.5 | 5.7 | 7/7 |
| 6 | Sky | Broadband & pay TV | 92 | 4.4 | — | 4.5 | 3.8 | 5.0 | 7/7 |
| 7 | Brisanet | Mobile networks | 83 | 4.0 | — | 3.9 | 3.7 | 4.4 | 6/7 |
| 8 | Algar Telecom | Mobile networks | 72 | 3.4 | — | 3.1 | 3.3 | 3.9 | 7/7 |
| 9 | Alares | Broadband & pay TV | 67 | 3.2 | — | 2.8 | 3.1 | 3.7 | 5/7 |
Automotive
10 brands. Index 100 is the segment's average Desire of 6.0 out of 10.
| # | Brand | Sub-segment | Index | Desire /10 | Change | Attraction | Affinity | Attachment | Models |
|---|---|---|---|---|---|---|---|---|---|
| 1 | Volkswagen | Mainstream cars | 107 | 6.4 | — | 6.0 | 6.2 | 7.0 | 7/7 |
| 2 | Porsche | Premium & luxury cars | 107 | 6.4 | — | 7.3 | 6.0 | 5.9 | 7/7 |
| 3 | Ferrari | Premium & luxury cars | 106 | 6.3 | — | 8.2 | 5.8 | 5.0 | 7/7 |
| 4 | Honda | Mainstream cars | 106 | 6.3 | — | 5.7 | 6.1 | 7.2 | 7/7 |
| 5 | Mercedes-Benz | Premium & luxury cars | 103 | 6.2 | — | 6.7 | 5.6 | 6.1 | 7/7 |
| 6 | BYD | Mainstream cars | 101 | 6.0 | — | 7.4 | 5.1 | 5.5 | 6/7 |
| 7 | BMW | Premium & luxury cars | 99 | 6.0 | — | 6.5 | 5.5 | 5.8 | 7/7 |
| 8 | Chevrolet | Mainstream cars | 97 | 5.8 | — | 5.4 | 5.5 | 6.6 | 7/7 |
| 9 | Lamborghini | Premium & luxury cars | 97 | 5.8 | — | 7.6 | 5.4 | 4.4 | 7/7 |
| 10 | GWM | Mainstream cars | 79 | 4.7 | — | 5.5 | 4.2 | 4.4 | 7/7 |
Travel
15 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 | Airbnb | Hotels & holidays | 138 | 7.1 | — | 7.9 | 6.6 | 6.8 | 7/7 |
| 2 | Uber | Transport & ride-hailing | 129 | 6.7 | — | 7.3 | 5.3 | 7.4 | 7/7 |
| 3 | Booking.com | Hotels & holidays | 118 | 6.1 | — | 6.1 | 5.4 | 6.7 | 7/7 |
| 4 | Localiza | Transport & ride-hailing | 111 | 5.7 | — | 5.8 | 5.0 | 6.3 | 6/7 |
| 5 | Azul | Airlines | 107 | 5.5 | — | 6.0 | 4.8 | 5.8 | 7/7 |
| 6 | LATAM | Airlines | 107 | 5.5 | — | 5.9 | 4.8 | 5.9 | 7/7 |
| 7 | BlaBlaCar | Transport & ride-hailing | 100 | 5.2 | — | 5.5 | 5.0 | 5.1 | 7/7 |
| 8 | Decolar | Hotels & holidays | 97 | 5.0 | — | 5.3 | 4.5 | 5.3 | 7/7 |
| 9 | Movida | Transport & ride-hailing | 96 | 4.9 | — | 5.0 | 4.4 | 5.4 | 6/7 |
| 10 | CVC | Hotels & holidays | 95 | 4.9 | — | 4.7 | 4.7 | 5.3 | 7/7 |
| 11 | Gol | Airlines | 94 | 4.8 | — | 5.3 | 4.1 | 5.2 | 7/7 |
| 12 | TAP | Airlines | 84 | 4.3 | — | 4.6 | 4.2 | 4.3 | 7/7 |
| 13 | ClickBus | Transport & ride-hailing | 82 | 4.3 | — | 4.3 | 3.8 | 4.6 | 7/7 |
| 14 | Copa Airlines | Airlines | 75 | 3.9 | — | 4.0 | 3.6 | 4.1 | 7/7 |
| 15 | 123milhas | Hotels & holidays | 65 | 3.4 | — | 4.8 | 2.4 | 2.9 | 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 | Natura | Skincare & cosmetics | 128 | 7.8 | — | 7.7 | 7.9 | 7.8 | 7/7 |
| 2 | O Boticário | Skincare & cosmetics | 118 | 7.2 | — | 7.2 | 6.8 | 7.5 | 7/7 |
| 3 | Lola Cosmetics | Haircare & personal care | 107 | 6.5 | — | 7.0 | 6.7 | 5.8 | 7/7 |
| 4 | Salon Line | Haircare & personal care | 101 | 6.2 | — | 6.2 | 6.0 | 6.4 | 7/7 |
| 5 | Eudora | Skincare & cosmetics | 97 | 5.9 | — | 6.0 | 5.8 | 6.0 | 7/7 |
| 6 | Gillette | Haircare & personal care | 93 | 5.7 | — | 5.7 | 4.9 | 6.5 | 7/7 |
| 7 | Granado | Skincare & cosmetics | 93 | 5.7 | — | 5.6 | 5.6 | 5.7 | 7/7 |
| 8 | Avon | Skincare & cosmetics | 88 | 5.4 | — | 5.0 | 5.3 | 5.8 | 7/7 |
| 9 | Seda | Haircare & personal care | 88 | 5.3 | — | 5.0 | 4.9 | 6.1 | 7/7 |
| 10 | Elseve | Haircare & personal care | 87 | 5.3 | — | 5.2 | 4.7 | 6.0 | 7/7 |
Home & household
10 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 | Brastemp | Home appliances | 116 | 6.2 | — | 6.1 | 5.4 | 7.1 | 7/7 |
| 2 | Electrolux | Home appliances | 114 | 6.1 | — | 6.2 | 5.3 | 6.8 | 7/7 |
| 3 | Ypê | Household products | 110 | 5.9 | — | 5.4 | 5.4 | 6.8 | 7/7 |
| 4 | Veja | Household products | 108 | 5.8 | — | 5.8 | 5.1 | 6.4 | 7/7 |
| 5 | Consul | Home appliances | 105 | 5.6 | — | 5.0 | 5.1 | 6.7 | 7/7 |
| 6 | Downy | Household products | 99 | 5.3 | — | 5.2 | 4.6 | 6.1 | 7/7 |
| 7 | Pinho Sol | Household products | 98 | 5.3 | — | 5.0 | 4.5 | 6.3 | 7/7 |
| 8 | Midea | Home appliances | 87 | 4.7 | — | 4.9 | 3.8 | 5.3 | 7/7 |
| 9 | Lysoform | Household products | 82 | 4.4 | — | 4.2 | 3.8 | 5.2 | 7/7 |
| 10 | Philco | Home appliances | 80 | 4.3 | — | 4.2 | 3.7 | 5.0 | 7/7 |
Health & fitness
10 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 | Smart Fit | Gyms & fitness | 134 | 6.8 | — | 7.0 | 6.0 | 7.5 | 7/7 |
| 2 | Wellhub | Gyms & fitness | 127 | 6.5 | — | 6.9 | 5.9 | 6.7 | 7/7 |
| 3 | TotalPass | Gyms & fitness | 119 | 6.0 | — | 6.3 | 5.3 | 6.6 | 7/7 |
| 4 | Unimed | Health & medicines | 104 | 5.3 | — | 5.3 | 5.0 | 5.8 | 7/7 |
| 5 | Bluefit | Gyms & fitness | 98 | 5.0 | — | 4.6 | 4.8 | 5.6 | 7/7 |
| 6 | Buscopan | Health & medicines | 95 | 4.9 | — | 4.7 | 3.9 | 6.0 | 7/7 |
| 7 | Bradesco Saúde | Health & medicines | 84 | 4.3 | — | 4.0 | 3.7 | 5.0 | 7/7 |
| 8 | Panobianco | Gyms & fitness | 81 | 4.1 | — | 3.6 | 4.1 | 4.7 | 6/7 |
| 9 | Hapvida | Health & medicines | 80 | 4.1 | — | 4.6 | 3.2 | 4.5 | 7/7 |
| 10 | Amil | Health & medicines | 77 | 3.9 | — | 4.0 | 3.3 | 4.5 | 7/7 |
Energy
7 brands. Index 100 is the segment's average Desire of 4.3 out of 10.
| # | Brand | Sub-segment | Index | Desire /10 | Change | Attraction | Affinity | Attachment | Models |
|---|---|---|---|---|---|---|---|---|---|
| 1 | Petrobras | Energy & fuel | 130 | 5.5 | — | 6.3 | 4.3 | 5.9 | 7/7 |
| 2 | Shell | Energy & fuel | 127 | 5.4 | — | 5.6 | 4.7 | 6.0 | 7/7 |
| 3 | Ipiranga | Energy & fuel | 124 | 5.3 | — | 5.3 | 4.7 | 6.0 | 7/7 |
| 4 | CPFL | Energy & fuel | 89 | 3.8 | — | 3.3 | 3.5 | 4.6 | 7/7 |
| 5 | Neoenergia | Energy & fuel | 79 | 3.4 | — | 3.0 | 3.0 | 4.2 | 7/7 |
| 6 | Enel | Energy & fuel | 78 | 3.4 | — | 3.6 | 2.6 | 3.8 | 7/7 |
| 7 | Equatorial Energia | Energy & fuel | 73 | 3.1 | — | 2.8 | 2.7 | 3.8 | 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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