Latin America · October 2026 · refreshed monthly

The brands AI wants in Chile

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

Finance

28 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	BancoEstado	Banks	150	6.8	—	6.4	6.4	7.5	7/7
2	Mercado Pago	Cards & payments	136	6.2	—	6.9	5.0	6.5	7/7
3	CuentaRUT	Cards & payments	136	6.2	—	5.7	5.3	7.4	7/7
4	Banco de Chile	Banks	132	6.0	—	5.9	5.2	6.8	7/7
5	BCI	Banks	130	5.9	—	6.0	5.3	6.4	7/7
6	Santander	Banks	126	5.7	—	5.7	4.9	6.5	7/7
7	Coopeuch	Banks	123	5.6	—	4.9	6.0	5.8	7/7
8	Banco Falabella	Banks	123	5.5	—	5.8	4.8	6.1	7/7
9	CMR Falabella	Cards & payments	120	5.4	—	5.5	4.6	6.2	7/7
10	Itaú	Banks	103	4.7	—	4.5	4.1	5.3	7/7
11	Tarjeta Lider BCI	Cards & payments	102	4.6	—	4.3	4.0	5.5	7/7
12	Tarjeta Ripley	Cards & payments	101	4.6	—	4.7	3.9	5.2	7/7
13	Scotiabank	Banks	100	4.5	—	4.3	4.2	5.0	7/7
14	Tarjeta Cencosud Scotiabank	Cards & payments	95	4.3	—	4.1	3.7	5.1	7/7
15	Banmédica	Insurance	92	4.2	—	4.3	3.4	4.8	7/7
16	AFP Habitat	Investing & savings	92	4.2	—	4.2	3.6	4.6	7/7
17	BICE	Banks	91	4.1	—	3.7	4.0	4.6	7/7
18	Banco Ripley	Banks	91	4.1	—	4.4	3.5	4.5	7/7
19	Cruz Blanca	Insurance	86	3.9	—	3.9	3.3	4.6	7/7
20	Colmena	Insurance	85	3.9	—	3.9	3.3	4.4	7/7
21	AFP Provida	Investing & savings	82	3.7	—	3.9	3.1	4.2	7/7
22	AFP Uno	Investing & savings	78	3.5	—	3.7	3.1	3.7	7/7
23	MetLife	Insurance	77	3.5	—	3.5	3.1	3.9	7/7
24	Consalud	Insurance	73	3.3	—	3.4	2.7	3.9	7/7
25	Banco Consorcio	Banks	73	3.3	—	3.0	3.2	3.7	7/7
26	AFP Modelo	Investing & savings	73	3.3	—	3.6	2.6	3.7	7/7
27	AFP Capital	Investing & savings	67	3.0	—	3.1	2.6	3.4	7/7
28	AFP PlanVital	Investing & savings	61	2.8	—	2.7	2.3	3.2	7/7

Grocery

6 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	Jumbo	Supermarkets	119	5.9	—	6.0	5.1	6.6	7/7
2	Líder	Supermarkets	114	5.7	—	5.8	4.6	6.7	7/7
3	Tottus	Supermarkets	101	5.0	—	4.9	4.3	5.7	7/7
4	Unimarc	Supermarkets	96	4.8	—	4.4	4.2	5.7	7/7
5	Santa Isabel	Supermarkets	93	4.6	—	4.3	4.0	5.5	7/7
6	aCuenta	Supermarkets	76	3.8	—	3.5	3.2	4.6	7/7

Retail

31 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	IKEA	Home, furniture & DIY	135	6.7	—	7.5	6.3	6.3	7/7
2	Mercado Libre	Online marketplaces	133	6.6	—	7.1	5.5	7.3	7/7
3	Dr. Simi	Health & beauty stores	132	6.6	—	7.2	5.7	6.9	7/7
4	Falabella	Department & variety stores	120	6.0	—	6.3	5.0	6.6	7/7
5	Sodimac	Home, furniture & DIY	117	5.8	—	5.6	5.2	6.7	7/7
6	Paris	Department & variety stores	115	5.7	—	6.0	5.2	6.0	7/7
7	Amazon	Online marketplaces	114	5.7	—	6.4	4.5	6.2	7/7
8	Lider	Electricals retail	112	5.6	—	5.5	4.5	6.9	7/7
9	Shein	Online marketplaces	107	5.4	—	7.0	4.1	5.0	7/7
10	Ripley	Electricals retail	107	5.3	—	5.5	4.7	5.8	7/7
11	DBS Beauty Store	Health & beauty stores	106	5.3	—	5.6	5.0	5.3	6/7
12	Casaideas	Home, furniture & DIY	105	5.2	—	5.5	4.8	5.4	7/7
13	PC Factory	Electricals retail	104	5.2	—	5.5	4.5	5.6	7/7
14	Cruz Verde	Health & beauty stores	103	5.1	—	5.0	4.2	6.2	7/7
15	Easy	Home, furniture & DIY	102	5.1	—	5.1	4.6	5.6	7/7
16	Buscalibre	Online marketplaces	102	5.1	—	5.0	5.0	5.3	7/7
17	Salcobrand	Health & beauty stores	100	5.0	—	4.8	4.0	6.1	7/7
18	Facebook Marketplace	Online marketplaces	97	4.8	—	5.5	4.2	4.8	7/7
19	Preunic	Health & beauty stores	96	4.8	—	4.8	4.3	5.3	7/7
20	MacOnline	Electricals retail	96	4.8	—	5.2	4.4	4.7	7/7
21	Farmacias Ahumada	Health & beauty stores	95	4.7	—	4.5	4.0	5.7	7/7
22	AliExpress	Online marketplaces	91	4.5	—	5.9	3.2	4.5	7/7
23	Portal Inmobiliario	Online marketplaces	91	4.5	—	4.7	3.9	5.0	7/7
24	Chileautos	Online marketplaces	89	4.4	—	4.5	4.0	4.7	7/7
25	Temu	Online marketplaces	85	4.3	—	5.9	2.7	4.2	7/7
26	Maicao	Health & beauty stores	82	4.1	—	4.0	3.7	4.6	7/7
27	Construmart	Home, furniture & DIY	81	4.0	—	3.6	3.7	4.7	7/7
28	Hites	Department & variety stores	79	3.9	—	3.9	3.4	4.5	7/7
29	Abcdin	Electricals retail	73	3.7	—	3.6	3.2	4.1	7/7
30	Tricot	Department & variety stores	72	3.6	—	3.4	3.4	4.0	7/7
31	La Polar	Department & variety stores	62	3.1	—	3.5	2.4	3.4	7/7

Fashion

17 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	141	7.7	—	8.2	7.3	7.6	7/7
2	Adidas	Sportswear & footwear	124	6.8	—	7.0	6.5	6.8	7/7
3	Vans	Sportswear & footwear	117	6.4	—	6.5	6.6	6.0	7/7
4	Zara	Clothing retail	113	6.2	—	7.3	5.3	5.8	7/7
5	New Balance	Sportswear & footwear	113	6.2	—	6.3	5.9	6.2	7/7
6	Louis Vuitton	Luxury	110	6.0	—	7.3	5.4	5.4	7/7
7	Puma	Sportswear & footwear	107	5.9	—	6.0	5.8	5.8	7/7
8	Pandora	Luxury	105	5.8	—	5.8	5.7	5.8	7/7
9	H&M	Clothing retail	104	5.7	—	6.4	5.0	5.6	7/7
10	Swarovski	Luxury	94	5.1	—	5.5	4.9	4.9	7/7
11	Skechers	Sportswear & footwear	93	5.1	—	4.8	4.7	5.7	7/7
12	Lippi	Sportswear & footwear	92	5.0	—	4.7	5.1	5.3	7/7
13	Carolina Herrera	Luxury	90	4.9	—	5.2	4.7	4.8	7/7
14	Hugo Boss	Luxury	90	4.9	—	4.9	4.8	5.0	7/7
15	Fashion's Park	Clothing retail	71	3.9	—	3.8	3.6	4.3	7/7
16	Rockford	Clothing retail	70	3.8	—	3.6	3.9	4.0	7/7
17	Family Shop	Clothing retail	65	3.5	—	3.1	3.4	4.1	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	Coca-Cola	Soft drinks	122	6.9	—	7.1	6.3	7.3	7/7
2	Red Bull	Soft drinks	121	6.9	—	7.7	6.5	6.5	7/7
3	Kunstmann	Alcoholic drinks	116	6.6	—	6.8	6.6	6.3	7/7
4	Concha y Toro	Alcoholic drinks	114	6.5	—	6.5	6.2	6.8	7/7
5	Colun	Packaged food & hot drinks	111	6.3	—	5.5	6.2	7.2	7/7
6	Nescafé	Packaged food & hot drinks	111	6.3	—	6.3	5.3	7.2	7/7
7	Soprole	Packaged food & hot drinks	105	6.0	—	5.6	5.5	6.7	7/7
8	Monster	Soft drinks	101	5.7	—	6.4	5.2	5.5	7/7
9	Carozzi	Packaged food & hot drinks	100	5.7	—	5.2	5.1	6.7	7/7
10	Corona	Alcoholic drinks	100	5.7	—	5.9	5.6	5.5	7/7
11	Bilz y Pap	Soft drinks	99	5.6	—	5.6	5.2	6.0	7/7
12	Doritos	Snacks & confectionery	98	5.6	—	6.4	4.9	5.5	7/7
13	Super 8	Snacks & confectionery	96	5.5	—	5.3	5.1	6.0	7/7
14	Fruna	Snacks & confectionery	95	5.4	—	5.4	5.0	5.7	7/7
15	Lay's	Snacks & confectionery	94	5.3	—	5.8	4.7	5.5	7/7
16	Nestlé	Snacks & confectionery	93	5.3	—	5.2	4.4	6.2	7/7
17	Mistral	Alcoholic drinks	91	5.2	—	5.2	5.0	5.2	7/7
18	Alto del Carmen	Alcoholic drinks	86	4.9	—	4.7	4.8	5.1	7/7
19	San Jorge	Packaged food & hot drinks	74	4.2	—	3.8	3.7	5.0	7/7
20	Score	Soft drinks	73	4.1	—	4.0	3.9	4.5	7/7

Eating out

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	Starbucks	Coffee shops & bakeries	124	6.5	—	6.8	6.1	6.5	7/7
2	McDonald's	Fast food & restaurants	118	6.1	—	6.8	5.3	6.3	7/7
3	PedidosYa	Food delivery	116	6.0	—	6.4	4.9	6.8	7/7
4	Rappi	Food delivery	115	6.0	—	7.0	4.7	6.3	7/7
5	Juan Valdez	Coffee shops & bakeries	108	5.6	—	5.3	5.8	5.7	7/7
6	Uber Eats	Food delivery	102	5.3	—	5.7	4.5	5.8	7/7
7	KFC	Fast food & restaurants	100	5.2	—	5.9	4.5	5.2	7/7
8	Pronto Copec	Coffee shops & bakeries	99	5.2	—	4.7	4.6	6.2	7/7
9	Cornershop	Food delivery	98	5.1	—	5.2	4.3	5.8	7/7
10	Dunkin'	Coffee shops & bakeries	94	4.9	—	5.2	4.5	5.0	7/7
11	Castaño	Coffee shops & bakeries	93	4.8	—	4.1	4.7	5.7	7/7
12	Domino's	Fast food & restaurants	90	4.7	—	5.0	4.2	4.8	7/7
13	PedidosYa Market	Food delivery	87	4.5	—	4.7	3.8	5.2	7/7
14	Papa John's	Fast food & restaurants	80	4.2	—	4.5	3.8	4.2	7/7
15	Little Caesars	Fast food & restaurants	77	4.0	—	4.3	3.5	4.2	7/7

Technology

27 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	127	7.7	—	8.0	6.9	8.1	7/7
2	WhatsApp	Social media & messaging	122	7.4	—	6.4	7.2	8.6	7/7
3	TikTok	Social media & messaging	122	7.4	—	8.5	6.4	7.2	7/7
4	Google	Search & AI assistants	120	7.3	—	7.5	5.9	8.4	7/7
5	Apple	Phones & devices	120	7.3	—	7.8	6.4	7.6	7/7
6	Instagram	Social media & messaging	116	7.0	—	7.5	6.5	7.1	7/7
7	Canva	Software & cloud	115	7.0	—	7.2	6.3	7.4	7/7
8	ChatGPT	Search & AI assistants	115	6.9	—	8.1	5.4	7.3	7/7
9	Samsung	Phones & devices	114	6.9	—	7.2	6.1	7.4	7/7
10	Discord	Social media & messaging	106	6.4	—	6.4	6.3	6.5	7/7
11	Gmail	Software & cloud	103	6.2	—	5.6	5.0	8.1	7/7
12	Google Drive	Software & cloud	103	6.2	—	5.7	5.2	7.9	7/7
13	Telegram	Social media & messaging	102	6.2	—	6.1	5.8	6.6	7/7
14	Sony	Phones & devices	100	6.0	—	6.2	5.6	6.3	7/7
15	Xiaomi	Phones & devices	99	6.0	—	6.5	5.0	6.4	7/7
16	Pinterest	Social media & messaging	96	5.8	—	5.7	5.9	5.9	7/7
17	Microsoft 365	Software & cloud	93	5.6	—	5.1	4.9	6.9	7/7
18	Claude	Search & AI assistants	92	5.6	—	5.9	5.1	5.7	7/7
19	LinkedIn	Social media & messaging	92	5.6	—	5.4	5.4	5.9	7/7
20	iCloud	Software & cloud	90	5.5	—	5.3	4.9	6.2	7/7
21	Gemini	Search & AI assistants	88	5.3	—	5.8	4.4	5.8	7/7
22	Facebook	Social media & messaging	86	5.2	—	4.9	4.7	6.0	7/7
23	Microsoft Copilot	Search & AI assistants	85	5.1	—	5.3	4.5	5.7	7/7
24	X	Social media & messaging	84	5.1	—	6.2	4.4	4.7	6/7
25	Huawei	Phones & devices	83	5.0	—	5.4	4.1	5.4	7/7
26	Grok	Search & AI assistants	78	4.7	—	5.9	3.9	4.3	6/7
27	Yahoo	Search & AI assistants	48	2.9	—	2.5	2.9	3.4	7/7

Media & entertainment

35 brands. Index 100 is the segment's average Desire of 5.7 out of 10.

#	Brand	Sub-segment	Index	Desire /10	Change	Attraction	Affinity	Attachment	Models
1	Spotify	Music & audio	136	7.8	—	8.1	6.9	8.4	7/7
2	Nintendo	Gaming	132	7.5	—	7.9	7.3	7.5	7/7
3	Netflix	Video streaming & TV	131	7.5	—	8.2	6.6	7.7	7/7
4	PlayStation	Gaming	128	7.3	—	7.7	6.8	7.4	7/7
5	Steam	Gaming	128	7.3	—	7.4	6.7	7.8	7/7
6	YouTube Music	Music & audio	114	6.5	—	6.7	5.9	7.0	7/7
7	Disney+	Video streaming & TV	114	6.5	—	6.9	6.1	6.6	7/7
8	Roblox	Gaming	111	6.4	—	7.4	5.8	5.9	7/7
9	Radio Bío-Bío	Music & audio	111	6.3	—	6.3	5.9	6.8	7/7
10	HBO Max	Video streaming & TV	110	6.3	—	6.8	5.8	6.3	7/7
11	Epic Games	Gaming	109	6.2	—	7.1	5.6	6.1	7/7
12	Cooperativa	News & publishing	108	6.2	—	5.9	6.0	6.6	7/7
13	Radio Cooperativa	Music & audio	104	6.0	—	5.6	5.8	6.5	7/7
14	BioBioChile	News & publishing	103	5.9	—	6.3	5.3	6.0	7/7
15	La Tercera	News & publishing	102	5.8	—	6.2	5.3	5.9	7/7
16	The Clinic	News & publishing	101	5.8	—	6.8	5.4	5.2	7/7
17	Prime Video	Video streaming & TV	99	5.7	—	5.7	5.2	6.2	7/7
18	Radio Corazón	Music & audio	99	5.7	—	5.3	5.7	6.1	7/7
19	El Mostrador	News & publishing	98	5.6	—	6.0	5.4	5.4	7/7
20	Loto	Betting & lottery	97	5.6	—	5.8	5.2	5.7	7/7
21	Radio Pudahuel	Music & audio	96	5.5	—	4.9	5.5	6.0	7/7
22	Emol	News & publishing	94	5.4	—	5.7	4.6	5.8	7/7
23	Kino	Betting & lottery	92	5.3	—	5.5	4.9	5.5	7/7
24	El Mercurio	News & publishing	88	5.0	—	5.4	4.5	5.2	7/7
25	Lotería de Concepción	Betting & lottery	88	5.0	—	4.8	5.0	5.3	7/7
26	La Cuarta	News & publishing	87	5.0	—	5.6	4.6	4.8	7/7
27	Betano	Betting & lottery	86	5.0	—	6.2	4.0	4.7	7/7
28	Mega	Video streaming & TV	86	4.9	—	5.3	4.4	5.1	7/7
29	TVN	Video streaming & TV	85	4.9	—	4.5	4.9	5.2	7/7
30	Las Últimas Noticias	News & publishing	83	4.7	—	5.3	4.2	4.7	7/7
31	Chilevisión	Video streaming & TV	82	4.7	—	4.9	4.2	4.9	7/7
32	Betsson	Betting & lottery	81	4.6	—	5.4	3.8	4.7	7/7
33	Canal 13	Video streaming & TV	80	4.6	—	4.4	4.3	5.0	7/7
34	Coolbet	Betting & lottery	79	4.5	—	5.2	4.0	4.5	7/7
35	Jugabet	Betting & lottery	59	3.4	—	3.9	2.9	3.3	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	Entel	Mobile networks	123	6.2	—	6.0	5.5	7.0	7/7
2	WOM	Mobile networks	123	6.2	—	7.0	5.4	6.1	7/7
3	Zapping	Broadband & pay TV	112	5.6	—	6.3	5.0	5.5	7/7
4	Virgin Mobile	Mobile networks	100	5.0	—	5.3	4.8	4.9	7/7
5	Movistar	Mobile networks	99	5.0	—	4.9	4.3	5.7	7/7
6	Claro	Mobile networks	93	4.7	—	4.8	3.9	5.3	7/7
7	DirecTV Go	Broadband & pay TV	90	4.5	—	4.7	3.9	4.9	7/7
8	DirecTV	Broadband & pay TV	88	4.4	—	4.5	3.9	4.8	7/7
9	VTR	Broadband & pay TV	87	4.3	—	4.6	3.6	4.8	7/7
10	Mundo	Broadband & pay TV	84	4.2	—	4.3	3.8	4.6	7/7

Automotive

10 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	Toyota	Mainstream cars	119	6.9	—	6.3	6.7	7.8	7/7
2	Porsche	Premium & luxury cars	107	6.3	—	7.1	6.0	5.7	7/7
3	Mercedes-Benz	Premium & luxury cars	107	6.2	—	6.4	5.9	6.3	7/7
4	BMW	Premium & luxury cars	103	6.0	—	6.4	5.7	6.0	7/7
5	Mini	Premium & luxury cars	101	5.9	—	6.3	5.9	5.5	7/7
6	Hyundai	Mainstream cars	100	5.8	—	5.8	5.3	6.3	7/7
7	Volkswagen	Mainstream cars	97	5.7	—	5.6	5.4	6.0	7/7
8	Lamborghini	Premium & luxury cars	94	5.5	—	7.3	5.0	4.3	7/7
9	Chevrolet	Mainstream cars	87	5.0	—	4.8	4.7	5.7	7/7
10	Suzuki	Mainstream cars	86	5.0	—	4.5	4.8	5.6	7/7

Travel

15 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	Airbnb	Hotels & holidays	127	6.5	—	7.5	5.8	6.2	7/7
2	Metro de Santiago	Transport & ride-hailing	126	6.4	—	6.3	5.5	7.5	7/7
3	LATAM	Airlines	114	5.8	—	6.1	5.3	6.1	7/7
4	Booking.com	Hotels & holidays	112	5.7	—	6.0	4.8	6.3	7/7
5	Red Movilidad	Transport & ride-hailing	107	5.5	—	5.4	4.6	6.3	7/7
6	Sky Airline	Airlines	103	5.3	—	5.7	4.8	5.4	7/7
7	JetSMART	Airlines	100	5.1	—	5.9	4.4	5.1	7/7
8	Despegar	Hotels & holidays	97	5.0	—	5.3	4.3	5.4	7/7
9	EFE Trenes de Chile	Transport & ride-hailing	95	4.8	—	4.8	4.4	5.3	7/7
10	Falabella Viajes	Hotels & holidays	92	4.7	—	4.3	4.5	5.4	7/7
11	Cocha	Hotels & holidays	92	4.7	—	4.6	4.5	5.0	6/7
12	Turbus	Transport & ride-hailing	91	4.7	—	4.6	4.1	5.3	7/7
13	Recorrido.cl	Transport & ride-hailing	87	4.5	—	4.6	3.9	4.9	7/7
14	Copa Airlines	Airlines	82	4.2	—	4.2	4.0	4.3	7/7
15	Avianca	Airlines	76	3.9	—	4.0	3.7	4.0	7/7

Beauty & personal care

10 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	Natura	Skincare & cosmetics	123	6.7	—	6.5	7.1	6.5	7/7
2	Dove	Haircare & personal care	121	6.6	—	6.4	6.4	7.0	7/7
3	La Roche-Posay	Skincare & cosmetics	114	6.2	—	6.3	5.7	6.6	7/7
4	Maybelline	Skincare & cosmetics	113	6.1	—	6.5	5.6	6.3	7/7
5	Gillette	Haircare & personal care	103	5.6	—	5.9	4.7	6.2	7/7
6	Elvive	Haircare & personal care	100	5.5	—	5.5	4.9	6.0	7/7
7	Herbal Essences	Haircare & personal care	97	5.3	—	5.4	4.9	5.5	7/7
8	Esika	Skincare & cosmetics	90	4.9	—	4.7	4.8	5.2	7/7
9	Petrizzio	Skincare & cosmetics	70	3.8	—	3.6	3.8	4.0	6/7
10	Ballerina	Haircare & personal care	67	3.6	—	3.2	3.3	4.3	7/7

Home & household

10 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	LG	Home appliances	122	5.8	—	6.1	4.8	6.4	7/7
2	Oster	Home appliances	113	5.3	—	5.0	4.8	6.2	7/7
3	Elite	Household products	108	5.1	—	4.9	4.4	6.0	7/7
4	Lysoform	Household products	100	4.7	—	4.5	4.0	5.7	7/7
5	Confort	Household products	98	4.7	—	4.1	4.0	5.8	7/7
6	Nova	Household products	98	4.6	—	4.4	3.9	5.6	6/7
7	Mademsa	Home appliances	97	4.6	—	4.0	4.3	5.5	7/7
8	Midea	Home appliances	94	4.4	—	4.5	3.7	5.1	7/7
9	Drive	Household products	85	4.0	—	3.8	3.5	4.8	6/7
10	Ursus Trotter	Home appliances	85	4.0	—	3.9	3.6	4.5	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	Strava	Gyms & fitness	138	7.0	—	7.2	6.6	7.1	7/7
2	CrossFit	Gyms & fitness	126	6.4	—	6.7	6.4	6.1	7/7
3	Smart Fit	Gyms & fitness	114	5.8	—	5.9	4.9	6.5	7/7
4	Clínica Las Condes	Health & medicines	101	5.1	—	5.3	4.4	5.6	7/7
5	Sportlife	Gyms & fitness	98	5.0	—	4.7	4.9	5.4	7/7
6	RedSalud	Health & medicines	90	4.6	—	4.3	4.1	5.4	7/7
7	Centrum	Health & medicines	89	4.5	—	4.0	4.0	5.5	7/7
8	Tapsin	Health & medicines	86	4.4	—	4.2	3.7	5.2	7/7
9	Pacific Fitness	Gyms & fitness	81	4.1	—	3.6	4.0	4.8	7/7
10	Kitadol	Health & medicines	76	3.9	—	3.5	3.2	4.9	7/7

Energy

5 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	Copec	Energy & fuel	132	5.7	—	5.8	4.6	6.6	7/7
2	Shell	Energy & fuel	114	4.9	—	5.0	3.9	5.7	7/7
3	Enel	Energy & fuel	97	4.2	—	4.5	3.1	4.9	7/7
4	CGE	Energy & fuel	79	3.4	—	3.0	2.5	4.7	7/7
5	Chilquinta	Energy & fuel	78	3.4	—	2.9	2.6	4.6	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.

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