North America · October 2026 · refreshed monthly
The brands AI wants in Canada
7 AI models were asked how well they know the top brands in Canada 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
22 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 | Wealthsimple | Investing & savings | 139 | 7.2 | — | 7.8 | 6.3 | 7.4 | 7/7 |
| 2 | TD | Banks | 125 | 6.4 | — | 6.1 | 5.9 | 7.3 | 7/7 |
| 3 | RBC | Banks | 120 | 6.2 | — | 5.9 | 5.6 | 7.0 | 7/7 |
| 4 | American Express | Cards & payments | 117 | 6.0 | — | 6.1 | 5.4 | 6.5 | 7/7 |
| 5 | PayPal | Cards & payments | 116 | 6.0 | — | 6.2 | 4.9 | 6.7 | 7/7 |
| 6 | Desjardins | Banks | 113 | 5.8 | — | 5.1 | 6.1 | 6.2 | 7/7 |
| 7 | Questrade | Investing & savings | 110 | 5.7 | — | 5.7 | 4.9 | 6.3 | 7/7 |
| 8 | PC Financial | Cards & payments | 105 | 5.4 | — | 5.0 | 4.9 | 6.3 | 7/7 |
| 9 | Scotiabank | Banks | 97 | 5.0 | — | 4.8 | 4.7 | 5.6 | 7/7 |
| 10 | Interactive Brokers | Investing & savings | 97 | 5.0 | — | 5.5 | 3.8 | 5.7 | 7/7 |
| 11 | TD Insurance TD Assurance | Insurance | 96 | 5.0 | — | 4.8 | 4.4 | 5.7 | 7/7 |
| 12 | Sun Life | Insurance | 96 | 4.9 | — | 4.7 | 4.6 | 5.4 | 7/7 |
| 13 | Manulife Manuvie | Insurance | 95 | 4.9 | — | 4.9 | 4.4 | 5.5 | 7/7 |
| 14 | BMO | Banks | 95 | 4.9 | — | 4.4 | 4.6 | 5.6 | 7/7 |
| 15 | CIBC | Banks | 94 | 4.8 | — | 4.4 | 4.5 | 5.6 | 7/7 |
| 16 | Triangle Mastercard | Cards & payments | 87 | 4.5 | — | 4.4 | 4.0 | 5.1 | 7/7 |
| 17 | National Bank Banque Nationale | Banks | 87 | 4.5 | — | 4.0 | 4.3 | 5.0 | 7/7 |
| 18 | TD Direct Investing | Investing & savings | 87 | 4.5 | — | 3.8 | 4.3 | 5.3 | 7/7 |
| 19 | Capital One | Cards & payments | 84 | 4.3 | — | 4.4 | 3.9 | 4.7 | 7/7 |
| 20 | Belairdirect | Insurance | 80 | 4.1 | — | 4.1 | 3.5 | 4.7 | 7/7 |
| 21 | BMO InvestorLine | Investing & savings | 79 | 4.1 | — | 3.2 | 4.0 | 5.0 | 7/7 |
| 22 | Canada Life Canada Vie | Insurance | 79 | 4.1 | — | 3.6 | 3.8 | 4.8 | 7/7 |
Grocery
9 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 | Costco | Supermarkets | 135 | 6.8 | — | 7.1 | 5.7 | 7.7 | 7/7 |
| 2 | Real Canadian Superstore | Supermarkets | 109 | 5.5 | — | 5.2 | 4.6 | 6.7 | 7/7 |
| 3 | No Frills | Supermarkets | 106 | 5.3 | — | 5.1 | 4.4 | 6.6 | 7/7 |
| 4 | IGA | Supermarkets | 100 | 5.1 | — | 4.4 | 4.9 | 5.8 | 7/7 |
| 5 | Metro | Supermarkets | 100 | 5.0 | — | 4.5 | 4.5 | 6.1 | 7/7 |
| 6 | Walmart | Supermarkets | 94 | 4.8 | — | 4.7 | 3.6 | 6.0 | 7/7 |
| 7 | Maxi | Supermarkets | 93 | 4.7 | — | 4.3 | 4.0 | 5.8 | 7/7 |
| 8 | Food Basics | Supermarkets | 86 | 4.3 | — | 3.6 | 3.9 | 5.6 | 7/7 |
| 9 | Couche-Tard | Supermarkets | 79 | 4.0 | — | 3.6 | 3.4 | 4.9 | 7/7 |
Retail
32 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 | IKEA | Home, furniture & DIY | 136 | 7.0 | — | 7.8 | 6.2 | 7.0 | 7/7 |
| 2 | Sephora | Health & beauty stores | 133 | 6.9 | — | 7.6 | 6.5 | 6.6 | 7/7 |
| 3 | Etsy | Online marketplaces | 124 | 6.4 | — | 6.6 | 6.6 | 6.0 | 7/7 |
| 4 | Amazon | Online marketplaces | 123 | 6.4 | — | 6.7 | 4.5 | 7.8 | 7/7 |
| 5 | Simons | Department & variety stores | 121 | 6.3 | — | 6.6 | 6.2 | 6.0 | 7/7 |
| 6 | Canadian Tire | Home, furniture & DIY | 116 | 6.0 | — | 5.8 | 5.6 | 6.7 | 7/7 |
| 7 | The Home Depot | Home, furniture & DIY | 115 | 6.0 | — | 5.9 | 5.3 | 6.7 | 7/7 |
| 8 | Shoppers Drug Mart | Health & beauty stores | 113 | 5.9 | — | 5.4 | 5.0 | 7.1 | 7/7 |
| 9 | HomeSense | Home, furniture & DIY | 111 | 5.8 | — | 6.4 | 5.0 | 5.9 | 7/7 |
| 10 | Dollarama | Department & variety stores | 107 | 5.6 | — | 5.7 | 4.4 | 6.6 | 7/7 |
| 11 | Bath & Body Works | Health & beauty stores | 106 | 5.5 | — | 6.0 | 5.0 | 5.5 | 7/7 |
| 12 | London Drugs | Health & beauty stores | 105 | 5.4 | — | 4.9 | 5.2 | 6.2 | 7/7 |
| 13 | Marshalls | Department & variety stores | 103 | 5.3 | — | 5.9 | 4.7 | 5.4 | 7/7 |
| 14 | Best Buy | Electricals retail | 103 | 5.3 | — | 5.4 | 4.7 | 6.0 | 7/7 |
| 15 | Home Hardware | Home, furniture & DIY | 101 | 5.3 | — | 4.2 | 5.8 | 5.8 | 7/7 |
| 16 | eBay | Online marketplaces | 99 | 5.2 | — | 5.3 | 4.7 | 5.5 | 7/7 |
| 17 | Facebook Marketplace | Online marketplaces | 99 | 5.1 | — | 5.5 | 4.6 | 5.3 | 7/7 |
| 18 | Princess Auto | Home, furniture & DIY | 97 | 5.0 | — | 5.1 | 4.8 | 5.2 | 7/7 |
| 19 | Giant Tiger | Department & variety stores | 96 | 5.0 | — | 4.5 | 4.8 | 5.6 | 7/7 |
| 20 | Pharmaprix | Health & beauty stores | 96 | 5.0 | — | 4.5 | 4.4 | 6.0 | 7/7 |
| 21 | Jean Coutu | Health & beauty stores | 95 | 4.9 | — | 4.1 | 4.7 | 6.0 | 7/7 |
| 22 | Shein | Online marketplaces | 91 | 4.7 | — | 6.2 | 3.6 | 4.4 | 7/7 |
| 23 | Kijiji | Online marketplaces | 89 | 4.6 | — | 4.4 | 4.5 | 5.0 | 7/7 |
| 24 | RONA | Home, furniture & DIY | 89 | 4.6 | — | 4.0 | 4.6 | 5.2 | 7/7 |
| 25 | Wayfair | Home, furniture & DIY | 89 | 4.6 | — | 5.3 | 4.0 | 4.6 | 7/7 |
| 26 | Canada Computers | Electricals retail | 86 | 4.5 | — | 4.5 | 4.1 | 4.8 | 7/7 |
| 27 | Temu | Online marketplaces | 82 | 4.3 | — | 6.3 | 2.8 | 3.8 | 7/7 |
| 28 | Leon's | Electricals retail | 82 | 4.3 | — | 4.1 | 3.9 | 4.7 | 7/7 |
| 29 | Staples | Electricals retail | 80 | 4.2 | — | 3.7 | 3.9 | 4.9 | 7/7 |
| 30 | The Brick | Electricals retail | 80 | 4.2 | — | 4.1 | 3.8 | 4.5 | 7/7 |
| 31 | Dollar Tree | Department & variety stores | 68 | 3.5 | — | 3.3 | 3.3 | 4.0 | 6/7 |
| 32 | Craigslist | Online marketplaces | 66 | 3.4 | — | 3.4 | 3.3 | 3.6 | 7/7 |
Fashion
20 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 | Nike | Sportswear & footwear | 136 | 7.5 | — | 8.1 | 7.0 | 7.4 | 7/7 |
| 2 | Lululemon | Clothing retail | 130 | 7.2 | — | 7.4 | 6.9 | 7.3 | 7/7 |
| 3 | Adidas | Sportswear & footwear | 120 | 6.7 | — | 6.9 | 6.4 | 6.6 | 7/7 |
| 4 | Louis Vuitton | Luxury | 113 | 6.3 | — | 7.6 | 5.6 | 5.6 | 7/7 |
| 5 | Rolex | Luxury | 112 | 6.2 | — | 6.9 | 5.7 | 6.0 | 7/7 |
| 6 | New Balance | Sportswear & footwear | 109 | 6.0 | — | 5.9 | 5.9 | 6.3 | 7/7 |
| 7 | Uniqlo | Clothing retail | 108 | 6.0 | — | 6.3 | 5.2 | 6.4 | 7/7 |
| 8 | Aritzia | Clothing retail | 104 | 5.8 | — | 6.3 | 5.4 | 5.6 | 7/7 |
| 9 | Tiffany & Co. | Luxury | 104 | 5.8 | — | 6.2 | 5.5 | 5.5 | 7/7 |
| 10 | Cartier | Luxury | 103 | 5.7 | — | 6.4 | 5.3 | 5.5 | 7/7 |
| 11 | Zara | Clothing retail | 102 | 5.7 | — | 6.9 | 4.8 | 5.3 | 7/7 |
| 12 | Saint Laurent | Luxury | 100 | 5.6 | — | 6.7 | 5.2 | 4.8 | 7/7 |
| 13 | Winners | Clothing retail | 96 | 5.3 | — | 5.6 | 4.5 | 5.8 | 7/7 |
| 14 | Under Armour | Sportswear & footwear | 91 | 5.1 | — | 5.0 | 5.0 | 5.3 | 7/7 |
| 15 | Skechers | Sportswear & footwear | 86 | 4.7 | — | 4.4 | 4.4 | 5.4 | 7/7 |
| 16 | H&M | Clothing retail | 85 | 4.7 | — | 5.5 | 4.0 | 4.7 | 7/7 |
| 17 | Old Navy | Clothing retail | 84 | 4.6 | — | 4.5 | 4.2 | 5.2 | 7/7 |
| 18 | Mark's | Clothing retail | 79 | 4.4 | — | 3.7 | 4.2 | 5.3 | 7/7 |
| 19 | Gap | Clothing retail | 72 | 4.0 | — | 3.6 | 4.0 | 4.3 | 7/7 |
| 20 | Reitmans | Clothing retail | 66 | 3.7 | — | 3.0 | 3.7 | 4.3 | 7/7 |
Food & drink
20 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 | Red Bull | Soft drinks | 127 | 6.7 | — | 7.9 | 6.1 | 6.3 | 7/7 |
| 2 | President's Choice | Packaged food & hot drinks | 120 | 6.4 | — | 6.6 | 5.5 | 7.0 | 7/7 |
| 3 | Coca-Cola | Soft drinks | 120 | 6.4 | — | 6.8 | 5.7 | 6.5 | 7/7 |
| 4 | Gatorade | Soft drinks | 107 | 5.7 | — | 6.0 | 5.4 | 5.7 | 7/7 |
| 5 | Pepsi | Soft drinks | 107 | 5.7 | — | 6.1 | 5.0 | 5.9 | 7/7 |
| 6 | Corona | Alcoholic drinks | 106 | 5.6 | — | 6.0 | 5.4 | 5.5 | 7/7 |
| 7 | M&M's | Snacks & confectionery | 105 | 5.6 | — | 6.4 | 4.8 | 5.5 | 7/7 |
| 8 | Doritos | Snacks & confectionery | 103 | 5.5 | — | 6.5 | 4.5 | 5.4 | 7/7 |
| 9 | Lindt | Snacks & confectionery | 103 | 5.5 | — | 5.7 | 5.0 | 5.5 | 7/7 |
| 10 | Crown Royal | Alcoholic drinks | 100 | 5.3 | — | 5.4 | 5.2 | 5.5 | 7/7 |
| 11 | Smirnoff | Alcoholic drinks | 100 | 5.3 | — | 5.5 | 5.0 | 5.5 | 7/7 |
| 12 | Lay's | Snacks & confectionery | 99 | 5.3 | — | 5.9 | 4.3 | 5.5 | 7/7 |
| 13 | Kit Kat | Snacks & confectionery | 97 | 5.2 | — | 5.5 | 4.4 | 5.5 | 7/7 |
| 14 | McCain | Packaged food & hot drinks | 95 | 5.1 | — | 4.7 | 4.5 | 5.9 | 7/7 |
| 15 | Maple Leaf | Packaged food & hot drinks | 94 | 5.0 | — | 4.5 | 4.7 | 5.8 | 7/7 |
| 16 | Quaker | Packaged food & hot drinks | 94 | 5.0 | — | 4.3 | 4.5 | 6.2 | 7/7 |
| 17 | Kraft | Packaged food & hot drinks | 92 | 4.9 | — | 4.4 | 4.2 | 6.0 | 7/7 |
| 18 | Alexander Keith's | Alcoholic drinks | 85 | 4.5 | — | 4.2 | 4.7 | 4.7 | 7/7 |
| 19 | Sleeman | Alcoholic drinks | 75 | 4.0 | — | 3.6 | 4.1 | 4.3 | 7/7 |
| 20 | Brio | Soft drinks | 71 | 3.8 | — | 3.7 | 3.9 | 3.7 | 6/7 |
Eating out
22 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 | Starbucks | Coffee shops & bakeries | 135 | 6.5 | — | 7.0 | 5.8 | 6.8 | 7/7 |
| 2 | Tim Hortons | Fast food & restaurants | 131 | 6.3 | — | 6.1 | 5.6 | 7.2 | 7/7 |
| 3 | McDonald's | Fast food & restaurants | 121 | 5.8 | — | 6.3 | 4.6 | 6.5 | 7/7 |
| 4 | Save-On-Foods | Food delivery | 108 | 5.2 | — | 4.4 | 5.0 | 6.3 | 7/7 |
| 5 | Cobs Bread | Coffee shops & bakeries | 106 | 5.1 | — | 4.6 | 5.1 | 5.7 | 7/7 |
| 6 | Krispy Kreme | Coffee shops & bakeries | 106 | 5.1 | — | 6.0 | 4.6 | 4.7 | 7/7 |
| 7 | A&W | Fast food & restaurants | 105 | 5.1 | — | 5.2 | 4.5 | 5.5 | 7/7 |
| 8 | Uber Eats | Food delivery | 104 | 5.0 | — | 5.8 | 3.9 | 5.4 | 7/7 |
| 9 | Domino's | Fast food & restaurants | 99 | 4.8 | — | 5.4 | 3.7 | 5.3 | 7/7 |
| 10 | Paris Baguette | Coffee shops & bakeries | 99 | 4.8 | — | 5.4 | 4.5 | 4.4 | 7/7 |
| 11 | DoorDash | Food delivery | 99 | 4.8 | — | 5.3 | 3.8 | 5.2 | 7/7 |
| 12 | SkipTheDishes | Food delivery | 99 | 4.8 | — | 4.9 | 3.9 | 5.4 | 7/7 |
| 13 | Wendy's | Fast food & restaurants | 97 | 4.7 | — | 5.2 | 4.0 | 4.8 | 7/7 |
| 14 | Swiss Chalet | Fast food & restaurants | 92 | 4.4 | — | 4.1 | 4.4 | 4.8 | 7/7 |
| 15 | Pizza Pizza | Fast food & restaurants | 91 | 4.4 | — | 4.6 | 3.8 | 4.8 | 7/7 |
| 16 | Subway | Fast food & restaurants | 90 | 4.4 | — | 4.3 | 3.7 | 5.1 | 7/7 |
| 17 | Boston Pizza | Fast food & restaurants | 89 | 4.3 | — | 4.1 | 4.3 | 4.5 | 7/7 |
| 18 | KFC | Fast food & restaurants | 88 | 4.2 | — | 4.8 | 3.5 | 4.4 | 7/7 |
| 19 | Burger King | Fast food & restaurants | 86 | 4.2 | — | 4.9 | 3.3 | 4.3 | 7/7 |
| 20 | Instacart | Food delivery | 86 | 4.2 | — | 4.3 | 3.5 | 4.7 | 7/7 |
| 21 | Pizza Hut | Fast food & restaurants | 85 | 4.1 | — | 4.5 | 3.4 | 4.3 | 7/7 |
| 22 | Blenz Coffee | Coffee shops & bakeries | 82 | 3.9 | — | 3.6 | 4.0 | 4.2 | 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 | YouTube | Social media & messaging | 130 | 7.8 | — | 8.1 | 7.0 | 8.2 | 7/7 |
| 2 | Apple | Phones & devices | 125 | 7.4 | — | 7.8 | 6.6 | 7.9 | 7/7 |
| 3 | TikTok | Social media & messaging | 120 | 7.1 | — | 8.4 | 6.1 | 6.9 | 7/7 |
| 4 | Search & AI assistants | 119 | 7.1 | — | 7.5 | 5.6 | 8.3 | 7/7 | |
| 5 | ChatGPT | Search & AI assistants | 117 | 7.0 | — | 8.3 | 5.4 | 7.2 | 7/7 |
| 6 | Canva | Software & cloud | 113 | 6.8 | — | 7.1 | 6.2 | 7.1 | 7/7 |
| 7 | Samsung | Phones & devices | 113 | 6.8 | — | 7.3 | 5.8 | 7.2 | 7/7 |
| 8 | Social media & messaging | 112 | 6.7 | — | 7.3 | 5.9 | 6.8 | 7/7 | |
| 9 | Discord | Social media & messaging | 111 | 6.7 | — | 6.8 | 6.3 | 6.9 | 7/7 |
| 10 | Social media & messaging | 110 | 6.5 | — | 7.0 | 6.2 | 6.5 | 7/7 | |
| 11 | Social media & messaging | 107 | 6.4 | — | 6.0 | 5.8 | 7.5 | 7/7 | |
| 12 | Social media & messaging | 105 | 6.3 | — | 6.3 | 6.1 | 6.4 | 7/7 | |
| 13 | Google Drive | Software & cloud | 103 | 6.2 | — | 5.8 | 5.0 | 7.6 | 7/7 |
| 14 | Zoom | Software & cloud | 100 | 6.0 | — | 5.8 | 5.4 | 6.8 | 7/7 |
| 15 | Google Pixel | Phones & devices | 98 | 5.9 | — | 6.2 | 5.4 | 6.0 | 7/7 |
| 16 | Gemini | Search & AI assistants | 98 | 5.9 | — | 6.5 | 4.8 | 6.4 | 6/7 |
| 17 | Snapchat | Social media & messaging | 96 | 5.8 | — | 6.4 | 5.2 | 5.7 | 7/7 |
| 18 | Microsoft 365 | Software & cloud | 96 | 5.7 | — | 5.2 | 4.9 | 7.1 | 7/7 |
| 19 | Claude | Search & AI assistants | 96 | 5.7 | — | 6.1 | 5.1 | 5.9 | 7/7 |
| 20 | Social media & messaging | 93 | 5.5 | — | 5.5 | 5.1 | 6.0 | 7/7 | |
| 21 | iCloud | Software & cloud | 93 | 5.5 | — | 5.0 | 4.9 | 6.7 | 7/7 |
| 22 | Microsoft Copilot | Search & AI assistants | 86 | 5.2 | — | 5.2 | 4.5 | 5.7 | 7/7 |
| 23 | X | Social media & messaging | 84 | 5.0 | — | 6.4 | 4.0 | 4.7 | 7/7 |
| 24 | Social media & messaging | 82 | 4.9 | — | 4.9 | 4.2 | 5.6 | 7/7 | |
| 25 | Grok | Search & AI assistants | 81 | 4.9 | — | 6.3 | 3.9 | 4.3 | 6/7 |
| 26 | Dell | Phones & devices | 78 | 4.7 | — | 4.2 | 4.1 | 5.7 | 7/7 |
| 27 | Lenovo | Phones & devices | 76 | 4.5 | — | 4.1 | 4.0 | 5.5 | 7/7 |
| 28 | Yahoo | Search & AI assistants | 56 | 3.4 | — | 3.1 | 3.2 | 3.8 | 7/7 |
Media & entertainment
27 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 | Minecraft | Gaming | 134 | 7.8 | — | 7.8 | 7.6 | 8.1 | 7/7 |
| 2 | Spotify | Music & audio | 129 | 7.5 | — | 7.7 | 6.7 | 8.3 | 7/7 |
| 3 | Steam | Gaming | 125 | 7.3 | — | 7.5 | 6.8 | 7.8 | 7/7 |
| 4 | Netflix | Video streaming & TV | 125 | 7.3 | — | 8.1 | 6.2 | 7.6 | 7/7 |
| 5 | PlayStation | Gaming | 122 | 7.1 | — | 7.3 | 6.7 | 7.4 | 7/7 |
| 6 | Disney+ | Video streaming & TV | 112 | 6.5 | — | 7.0 | 6.0 | 6.7 | 7/7 |
| 7 | Radio-Canada Radio-Canada / ICI | News & publishing | 111 | 6.5 | — | 6.3 | 6.3 | 6.7 | 7/7 |
| 8 | Roblox | Gaming | 110 | 6.4 | — | 7.5 | 5.9 | 5.9 | 7/7 |
| 9 | CBC Radio-Canada | Video streaming & TV | 109 | 6.4 | — | 6.0 | 6.3 | 6.7 | 7/7 |
| 10 | Epic Games | Gaming | 107 | 6.3 | — | 7.2 | 5.5 | 6.2 | 7/7 |
| 11 | YouTube Music | Music & audio | 107 | 6.3 | — | 6.3 | 5.8 | 6.7 | 7/7 |
| 12 | Sportsnet | Video streaming & TV | 103 | 6.0 | — | 6.1 | 6.0 | 6.0 | 7/7 |
| 13 | CBC News | News & publishing | 102 | 6.0 | — | 5.9 | 5.6 | 6.4 | 7/7 |
| 14 | TSN | Video streaming & TV | 101 | 5.9 | — | 5.9 | 5.9 | 5.9 | 7/7 |
| 15 | La Presse | News & publishing | 101 | 5.9 | — | 6.0 | 5.7 | 6.0 | 7/7 |
| 16 | Audible | Music & audio | 99 | 5.8 | — | 5.5 | 5.4 | 6.5 | 7/7 |
| 17 | Prime Video | Video streaming & TV | 99 | 5.8 | — | 5.9 | 4.8 | 6.6 | 7/7 |
| 18 | SoundCloud | Music & audio | 95 | 5.5 | — | 5.9 | 5.7 | 5.0 | 7/7 |
| 19 | Kobo | Music & audio | 93 | 5.4 | — | 4.9 | 5.3 | 6.1 | 7/7 |
| 20 | CTV News | News & publishing | 89 | 5.2 | — | 5.2 | 4.8 | 5.7 | 7/7 |
| 21 | Lotto Max | Betting & lottery | 83 | 4.8 | — | 5.6 | 4.3 | 4.7 | 7/7 |
| 22 | TVA Nouvelles | News & publishing | 81 | 4.8 | — | 5.0 | 4.4 | 4.9 | 7/7 |
| 23 | Lotto 6/49 | Betting & lottery | 78 | 4.6 | — | 4.9 | 4.2 | 4.6 | 7/7 |
| 24 | Journal de Montréal | News & publishing | 75 | 4.4 | — | 4.9 | 3.9 | 4.3 | 7/7 |
| 25 | OLG | Betting & lottery | 72 | 4.2 | — | 4.5 | 4.1 | 4.1 | 7/7 |
| 26 | Loto-Québec | Betting & lottery | 72 | 4.2 | — | 4.4 | 4.0 | 4.0 | 7/7 |
| 27 | PlayNow | Betting & lottery | 64 | 3.8 | — | 4.2 | 3.4 | 3.7 | 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 | Telus | Mobile networks | 120 | 6.0 | — | 6.0 | 5.6 | 6.5 | 7/7 |
| 2 | Starlink | Broadband & pay TV | 115 | 5.8 | — | 7.6 | 4.2 | 5.5 | 7/7 |
| 3 | Rogers | Mobile networks | 110 | 5.5 | — | 6.0 | 4.5 | 6.1 | 7/7 |
| 4 | Fizz | Broadband & pay TV | 109 | 5.5 | — | 5.9 | 4.9 | 5.7 | 7/7 |
| 5 | Vidéotron | Broadband & pay TV | 105 | 5.3 | — | 5.3 | 4.9 | 5.8 | 7/7 |
| 6 | Koodo | Mobile networks | 98 | 5.0 | — | 4.7 | 4.4 | 5.8 | 7/7 |
| 7 | Freedom Mobile | Mobile networks | 93 | 4.7 | — | 5.0 | 4.0 | 5.1 | 7/7 |
| 8 | Bell | Broadband & pay TV | 91 | 4.6 | — | 4.8 | 3.6 | 5.4 | 7/7 |
| 9 | Videotron Vidéotron | Mobile networks | 90 | 4.5 | — | 4.5 | 4.3 | 4.9 | 7/7 |
| 10 | Cogeco | Broadband & pay TV | 68 | 3.5 | — | 3.1 | 3.0 | 4.3 | 7/7 |
Automotive
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 | Toyota | Mainstream cars | 112 | 6.8 | — | 6.0 | 6.6 | 7.8 | 7/7 |
| 2 | Tesla | Premium & luxury cars | 109 | 6.6 | — | 8.4 | 5.7 | 5.8 | 7/7 |
| 3 | Porsche | Premium & luxury cars | 107 | 6.5 | — | 7.2 | 6.3 | 6.1 | 7/7 |
| 4 | BMW | Premium & luxury cars | 101 | 6.1 | — | 6.5 | 5.8 | 6.0 | 7/7 |
| 5 | Mercedes-Benz | Premium & luxury cars | 101 | 6.1 | — | 6.6 | 5.7 | 6.1 | 7/7 |
| 6 | Honda | Mainstream cars | 100 | 6.1 | — | 5.5 | 5.9 | 6.9 | 7/7 |
| 7 | Hyundai | Mainstream cars | 98 | 6.0 | — | 6.2 | 5.5 | 6.3 | 7/7 |
| 8 | Volkswagen | Mainstream cars | 92 | 5.6 | — | 6.0 | 5.2 | 5.5 | 7/7 |
| 9 | Ford | Mainstream cars | 90 | 5.5 | — | 5.6 | 5.0 | 5.8 | 7/7 |
| 10 | Audi | Premium & luxury cars | 89 | 5.4 | — | 5.6 | 5.2 | 5.5 | 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 | 134 | 6.6 | — | 7.5 | 6.0 | 6.2 | 7/7 |
| 2 | Uber | Transport & ride-hailing | 123 | 6.0 | — | 7.2 | 4.3 | 6.5 | 7/7 |
| 3 | Porter Airlines | Airlines | 120 | 5.8 | — | 6.2 | 5.5 | 5.8 | 7/7 |
| 4 | WestJet | Airlines | 111 | 5.4 | — | 5.7 | 5.0 | 5.6 | 7/7 |
| 5 | VIA Rail | Transport & ride-hailing | 105 | 5.1 | — | 5.1 | 5.2 | 5.1 | 7/7 |
| 6 | Air Canada | Airlines | 103 | 5.0 | — | 5.4 | 4.3 | 5.4 | 7/7 |
| 7 | GO Transit | Transport & ride-hailing | 100 | 4.9 | — | 4.3 | 4.5 | 5.8 | 7/7 |
| 8 | Enterprise | Transport & ride-hailing | 98 | 4.8 | — | 4.4 | 4.5 | 5.4 | 7/7 |
| 9 | Air Transat | Airlines | 96 | 4.7 | — | 4.7 | 4.5 | 4.9 | 7/7 |
| 10 | Expedia | Hotels & holidays | 94 | 4.6 | — | 4.6 | 4.0 | 5.3 | 7/7 |
| 11 | Air Canada Vacations | Hotels & holidays | 92 | 4.5 | — | 4.1 | 4.4 | 5.0 | 7/7 |
| 12 | Transat | Hotels & holidays | 92 | 4.5 | — | 4.1 | 4.4 | 4.9 | 7/7 |
| 13 | Flair Airlines | Airlines | 80 | 3.9 | — | 5.2 | 3.0 | 3.5 | 7/7 |
| 14 | Avis | Transport & ride-hailing | 75 | 3.7 | — | 3.4 | 3.4 | 4.3 | 7/7 |
| 15 | Trivago | Hotels & holidays | 75 | 3.6 | — | 4.0 | 3.0 | 3.9 | 7/7 |
Beauty & personal care
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 | The Ordinary | Skincare & cosmetics | 121 | 6.7 | — | 7.5 | 5.9 | 6.7 | 7/7 |
| 2 | Dove | Haircare & personal care | 117 | 6.5 | — | 6.2 | 6.2 | 7.0 | 7/7 |
| 3 | MAC | Skincare & cosmetics | 114 | 6.3 | — | 6.7 | 6.0 | 6.3 | 7/7 |
| 4 | CeraVe | Skincare & cosmetics | 106 | 5.8 | — | 5.7 | 5.1 | 6.8 | 7/7 |
| 5 | La Roche-Posay | Skincare & cosmetics | 105 | 5.8 | — | 5.7 | 5.3 | 6.5 | 7/7 |
| 6 | Crest | Haircare & personal care | 94 | 5.2 | — | 4.8 | 4.3 | 6.6 | 7/7 |
| 7 | Head & Shoulders | Haircare & personal care | 92 | 5.1 | — | 4.8 | 4.2 | 6.3 | 7/7 |
| 8 | Garnier | Haircare & personal care | 92 | 5.1 | — | 5.1 | 4.6 | 5.6 | 7/7 |
| 9 | Clinique | Skincare & cosmetics | 83 | 4.6 | — | 4.0 | 4.5 | 5.3 | 7/7 |
| 10 | Axe | Haircare & personal care | 77 | 4.3 | — | 4.8 | 3.5 | 4.5 | 7/7 |
Home & household
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 | KitchenAid | Home appliances | 126 | 6.4 | — | 6.1 | 6.1 | 7.0 | 7/7 |
| 2 | Dyson | Home appliances | 120 | 6.1 | — | 7.1 | 5.0 | 6.3 | 7/7 |
| 3 | Ninja | Home appliances | 117 | 6.0 | — | 6.6 | 4.9 | 6.4 | 7/7 |
| 4 | Dawn | Household products | 105 | 5.3 | — | 5.3 | 4.3 | 6.3 | 7/7 |
| 5 | GE Appliances | Home appliances | 98 | 5.0 | — | 4.6 | 4.4 | 6.0 | 7/7 |
| 6 | Cascades | Household products | 92 | 4.7 | — | 4.3 | 4.6 | 5.1 | 7/7 |
| 7 | Mr. Clean M. Net | Household products | 89 | 4.5 | — | 4.6 | 3.5 | 5.5 | 7/7 |
| 8 | Bounty | Household products | 88 | 4.5 | — | 4.2 | 3.5 | 5.7 | 7/7 |
| 9 | Cashmere | Household products | 86 | 4.4 | — | 4.0 | 3.9 | 5.3 | 6/7 |
| 10 | Frigidaire | Home appliances | 79 | 4.0 | — | 3.4 | 3.6 | 5.1 | 7/7 |
Health & fitness
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 | YMCA | Gyms & fitness | 130 | 6.5 | — | 5.0 | 7.3 | 7.0 | 7/7 |
| 2 | GoodLife Fitness | Gyms & fitness | 125 | 6.2 | — | 5.7 | 5.9 | 6.9 | 7/7 |
| 3 | Anytime Fitness | Gyms & fitness | 103 | 5.1 | — | 4.4 | 5.1 | 5.8 | 7/7 |
| 4 | Tylenol | Health & medicines | 103 | 5.1 | — | 4.5 | 4.2 | 6.6 | 7/7 |
| 5 | Planet Fitness | Gyms & fitness | 102 | 5.0 | — | 5.3 | 4.7 | 5.2 | 7/7 |
| 6 | Advil | Health & medicines | 97 | 4.8 | — | 4.2 | 3.9 | 6.3 | 7/7 |
| 7 | Polysporin | Health & medicines | 91 | 4.5 | — | 3.9 | 3.8 | 5.8 | 7/7 |
| 8 | Gravol | Health & medicines | 88 | 4.4 | — | 4.0 | 3.6 | 5.6 | 7/7 |
| 9 | Fit4Less | Gyms & fitness | 86 | 4.3 | — | 4.0 | 3.9 | 5.0 | 7/7 |
| 10 | LifeLabs | Health & medicines | 76 | 3.7 | — | 3.4 | 3.3 | 4.6 | 7/7 |
Energy
5 brands. Index 100 is the segment's average Desire of 4.5 out of 10.
| # | Brand | Sub-segment | Index | Desire /10 | Change | Attraction | Affinity | Attachment | Models |
|---|---|---|---|---|---|---|---|---|---|
| 1 | Hydro-Québec | Energy & fuel | 119 | 5.3 | — | 5.0 | 4.7 | 6.4 | 7/7 |
| 2 | BC Hydro | Energy & fuel | 106 | 4.7 | — | 4.0 | 4.0 | 6.1 | 7/7 |
| 3 | Shell | Energy & fuel | 94 | 4.2 | — | 4.5 | 3.0 | 5.1 | 7/7 |
| 4 | Petro-Canada | Energy & fuel | 93 | 4.1 | — | 3.9 | 3.4 | 5.1 | 7/7 |
| 5 | Esso | Energy & fuel | 88 | 3.9 | — | 3.7 | 3.0 | 5.1 | 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
The board behind the story — every category ranked: brand visibility, citation share and how often a read page actually gets cited.
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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.
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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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Dig into which sources each model trusts, filterable by market — compiled into a quarterly report you can download as PowerPoint or PDF.
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The data journalism series — weekly citation movers, model vs model, what gets cited and why. Every edition reviewed before it publishes.
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Reference
Methodology
How every number is measured: real AI answers, counted not estimated, with sample sizes and limitations stated on every page.
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