Latin America · October 2026 · refreshed monthly
The brands AI wants in Colombia
7 AI models were asked how well they know the top brands in Colombia 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
28 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 | Nu | Banks | 150 | 7.2 | — | 7.9 | 6.4 | 7.3 | 7/7 |
| 2 | Nequi | Cards & payments | 145 | 6.9 | — | 7.3 | 5.9 | 7.5 | 7/7 |
| 3 | Bancolombia | Banks | 144 | 6.9 | — | 6.9 | 6.1 | 7.6 | 7/7 |
| 4 | Sura | Insurance | 134 | 6.4 | — | 6.4 | 6.0 | 6.8 | 7/7 |
| 5 | Davivienda | Banks | 119 | 5.7 | — | 5.5 | 5.1 | 6.4 | 7/7 |
| 6 | Colsanitas | Insurance | 115 | 5.5 | — | 5.2 | 5.0 | 6.3 | 7/7 |
| 7 | BBVA | Banks | 115 | 5.5 | — | 5.5 | 5.0 | 5.9 | 7/7 |
| 8 | Daviplata | Cards & payments | 113 | 5.4 | — | 5.3 | 4.7 | 6.2 | 7/7 |
| 9 | Banco de Bogotá | Banks | 109 | 5.2 | — | 4.9 | 4.8 | 5.9 | 7/7 |
| 10 | Banco Falabella | Banks | 102 | 4.8 | — | 4.9 | 4.4 | 5.2 | 7/7 |
| 11 | Addi | Cards & payments | 101 | 4.8 | — | 5.4 | 3.9 | 5.0 | 7/7 |
| 12 | Protección | Investing & savings | 96 | 4.6 | — | 4.4 | 4.2 | 5.1 | 7/7 |
| 13 | AXA Colpatria | Insurance | 96 | 4.6 | — | 4.5 | 4.1 | 5.2 | 7/7 |
| 14 | Colpensiones | Investing & savings | 95 | 4.5 | — | 4.5 | 4.2 | 5.0 | 7/7 |
| 15 | CMR Falabella | Cards & payments | 94 | 4.5 | — | 4.5 | 4.0 | 5.0 | 7/7 |
| 16 | Porvenir | Investing & savings | 93 | 4.4 | — | 4.4 | 4.0 | 5.0 | 7/7 |
| 17 | Itaú | Banks | 92 | 4.4 | — | 4.2 | 4.1 | 4.9 | 7/7 |
| 18 | Fondo Nacional del Ahorro | Investing & savings | 92 | 4.4 | — | 4.2 | 4.0 | 5.0 | 7/7 |
| 19 | Banco Caja Social | Banks | 91 | 4.3 | — | 3.6 | 4.6 | 4.9 | 7/7 |
| 20 | PayPal | Cards & payments | 91 | 4.3 | — | 4.4 | 3.9 | 4.7 | 7/7 |
| 21 | Scotiabank Colpatria | Banks | 89 | 4.2 | — | 3.9 | 3.9 | 4.9 | 7/7 |
| 22 | Banco Agrario | Banks | 89 | 4.2 | — | 3.8 | 4.3 | 4.7 | 7/7 |
| 23 | Sistecrédito | Cards & payments | 75 | 3.6 | — | 3.6 | 3.2 | 3.9 | 7/7 |
| 24 | Banco Popular | Banks | 74 | 3.5 | — | 3.1 | 3.5 | 4.1 | 7/7 |
| 25 | Colfondos | Investing & savings | 74 | 3.5 | — | 3.2 | 3.3 | 4.1 | 7/7 |
| 26 | AV Villas | Banks | 74 | 3.5 | — | 3.0 | 3.4 | 4.1 | 7/7 |
| 27 | Positiva | Insurance | 71 | 3.4 | — | 3.1 | 3.2 | 3.9 | 7/7 |
| 28 | Seguros Mundial | Insurance | 70 | 3.3 | — | 3.2 | 3.1 | 3.7 | 7/7 |
Grocery
7 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 | Éxito | Supermarkets | 115 | 6.2 | — | 6.1 | 5.4 | 7.0 | 7/7 |
| 2 | D1 | Supermarkets | 114 | 6.1 | — | 6.3 | 4.9 | 7.0 | 7/7 |
| 3 | PriceSmart | Supermarkets | 101 | 5.4 | — | 5.8 | 4.6 | 5.8 | 7/7 |
| 4 | Jumbo | Supermarkets | 98 | 5.2 | — | 5.3 | 4.7 | 5.7 | 7/7 |
| 5 | Ara | Supermarkets | 95 | 5.1 | — | 5.1 | 4.2 | 6.1 | 7/7 |
| 6 | Olímpica | Supermarkets | 90 | 4.8 | — | 4.5 | 4.3 | 5.7 | 7/7 |
| 7 | Oxxo | Supermarkets | 87 | 4.6 | — | 4.8 | 4.0 | 5.2 | 7/7 |
Retail
29 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 | Mercado Libre | Online marketplaces | 135 | 6.8 | — | 7.3 | 5.6 | 7.6 | 7/7 |
| 2 | IKEA | Home, furniture & DIY | 128 | 6.5 | — | 7.3 | 6.1 | 5.9 | 7/7 |
| 3 | Homecenter | Home, furniture & DIY | 120 | 6.1 | — | 5.9 | 5.5 | 6.8 | 7/7 |
| 4 | Alkosto | Electricals retail | 119 | 6.0 | — | 6.2 | 5.2 | 6.7 | 7/7 |
| 5 | Miniso | Department & variety stores | 118 | 6.0 | — | 6.8 | 5.2 | 5.9 | 7/7 |
| 6 | Amazon | Online marketplaces | 117 | 5.9 | — | 6.5 | 4.7 | 6.5 | 7/7 |
| 7 | Falabella | Department & variety stores | 116 | 5.9 | — | 6.1 | 5.3 | 6.3 | 7/7 |
| 8 | iShop | Electricals retail | 110 | 5.5 | — | 5.9 | 5.2 | 5.5 | 7/7 |
| 9 | Shein | Online marketplaces | 107 | 5.4 | — | 7.0 | 4.2 | 5.0 | 7/7 |
| 10 | Dollarcity | Department & variety stores | 106 | 5.3 | — | 5.6 | 4.4 | 6.0 | 7/7 |
| 11 | Ktronix | Electricals retail | 105 | 5.3 | — | 5.7 | 4.7 | 5.6 | 7/7 |
| 12 | Cruz Verde | Health & beauty stores | 104 | 5.2 | — | 5.0 | 4.6 | 6.1 | 7/7 |
| 13 | Farmatodo | Health & beauty stores | 103 | 5.2 | — | 5.4 | 4.5 | 5.7 | 7/7 |
| 14 | Mac Center | Electricals retail | 102 | 5.2 | — | 5.3 | 5.0 | 5.2 | 7/7 |
| 15 | Pepe Ganga | Home, furniture & DIY | 102 | 5.2 | — | 5.2 | 4.8 | 5.5 | 7/7 |
| 16 | Panamericana | Electricals retail | 101 | 5.1 | — | 4.8 | 4.9 | 5.7 | 7/7 |
| 17 | Droguerías Colsubsidio | Health & beauty stores | 95 | 4.8 | — | 4.1 | 4.8 | 5.6 | 7/7 |
| 18 | Jamar | Home, furniture & DIY | 93 | 4.7 | — | 4.5 | 4.4 | 5.2 | 7/7 |
| 19 | Drogas La Rebaja | Health & beauty stores | 92 | 4.7 | — | 4.5 | 4.0 | 5.5 | 7/7 |
| 20 | AliExpress | Online marketplaces | 89 | 4.5 | — | 5.7 | 3.3 | 4.4 | 7/7 |
| 21 | Dafiti | Online marketplaces | 88 | 4.5 | — | 4.6 | 4.3 | 4.5 | 7/7 |
| 22 | Fincaraíz | Online marketplaces | 88 | 4.4 | — | 4.6 | 3.7 | 5.0 | 7/7 |
| 23 | Mumuso | Department & variety stores | 87 | 4.4 | — | 4.8 | 4.0 | 4.3 | 7/7 |
| 24 | Alkomprar | Electricals retail | 86 | 4.3 | — | 4.2 | 3.9 | 5.0 | 7/7 |
| 25 | Temu | Online marketplaces | 83 | 4.2 | — | 6.1 | 2.7 | 3.9 | 7/7 |
| 26 | Flamingo | Department & variety stores | 82 | 4.2 | — | 4.2 | 3.8 | 4.5 | 7/7 |
| 27 | Tugó | Home, furniture & DIY | 80 | 4.1 | — | 4.2 | 4.1 | 3.9 | 7/7 |
| 28 | Farmacias Pasteur | Health & beauty stores | 74 | 3.8 | — | 3.4 | 3.5 | 4.3 | 7/7 |
| 29 | eBay | Online marketplaces | 70 | 3.6 | — | 4.1 | 3.2 | 3.4 | 7/7 |
Fashion
16 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 | Nike | Sportswear & footwear | 136 | 7.6 | — | 8.3 | 7.1 | 7.4 | 7/7 |
| 2 | Adidas | Sportswear & footwear | 121 | 6.8 | — | 7.2 | 6.4 | 6.7 | 7/7 |
| 3 | Zara | Clothing retail | 114 | 6.4 | — | 7.3 | 5.6 | 6.2 | 7/7 |
| 4 | Pandora | Luxury | 110 | 6.1 | — | 6.5 | 5.9 | 5.9 | 7/7 |
| 5 | Puma | Sportswear & footwear | 104 | 5.8 | — | 6.3 | 5.6 | 5.7 | 7/7 |
| 6 | Vélez | Luxury | 103 | 5.8 | — | 5.5 | 5.7 | 6.1 | 7/7 |
| 7 | New Balance | Sportswear & footwear | 100 | 5.6 | — | 5.8 | 5.5 | 5.6 | 7/7 |
| 8 | Hugo Boss | Luxury | 99 | 5.5 | — | 6.0 | 5.3 | 5.4 | 7/7 |
| 9 | Bershka | Clothing retail | 97 | 5.5 | — | 6.3 | 5.1 | 5.0 | 7/7 |
| 10 | Mario Hernández | Luxury | 95 | 5.3 | — | 5.4 | 5.2 | 5.4 | 7/7 |
| 11 | Studio F | Clothing retail | 92 | 5.2 | — | 5.3 | 5.1 | 5.0 | 7/7 |
| 12 | Koaj | Clothing retail | 91 | 5.1 | — | 5.3 | 4.9 | 5.1 | 7/7 |
| 13 | Arturo Calle | Clothing retail | 90 | 5.0 | — | 4.6 | 4.9 | 5.6 | 7/7 |
| 14 | Skechers | Sportswear & footwear | 87 | 4.9 | — | 4.5 | 4.7 | 5.5 | 7/7 |
| 15 | Bosi | Luxury | 84 | 4.7 | — | 4.5 | 4.6 | 5.0 | 6/7 |
| 16 | Chevignon | Clothing retail | 75 | 4.2 | — | 4.2 | 4.3 | 4.3 | 7/7 |
Food & drink
20 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 | Juan Valdez | Packaged food & hot drinks | 120 | 7.2 | — | 7.3 | 7.2 | 7.0 | 7/7 |
| 2 | Postobón | Soft drinks | 112 | 6.7 | — | 6.6 | 6.4 | 7.0 | 7/7 |
| 3 | Coca-Cola | Soft drinks | 111 | 6.6 | — | 6.7 | 6.0 | 7.0 | 7/7 |
| 4 | Ramo | Snacks & confectionery | 110 | 6.5 | — | 6.3 | 6.2 | 7.1 | 7/7 |
| 5 | Jet | Snacks & confectionery | 109 | 6.5 | — | 6.4 | 6.0 | 7.0 | 7/7 |
| 6 | Águila | Alcoholic drinks | 107 | 6.4 | — | 6.2 | 6.4 | 6.6 | 7/7 |
| 7 | Colanta | Packaged food & hot drinks | 106 | 6.3 | — | 5.4 | 6.2 | 7.3 | 7/7 |
| 8 | Red Bull | Soft drinks | 105 | 6.3 | — | 7.3 | 5.8 | 5.7 | 7/7 |
| 9 | Alpina | Packaged food & hot drinks | 105 | 6.3 | — | 6.0 | 5.8 | 7.1 | 7/7 |
| 10 | Corona | Alcoholic drinks | 105 | 6.3 | — | 6.6 | 6.2 | 5.9 | 7/7 |
| 11 | Colombina | Snacks & confectionery | 103 | 6.1 | — | 6.1 | 5.6 | 6.6 | 7/7 |
| 12 | Zenú | Packaged food & hot drinks | 94 | 5.6 | — | 5.2 | 5.2 | 6.4 | 7/7 |
| 13 | Arroz Diana | Packaged food & hot drinks | 94 | 5.6 | — | 4.8 | 5.0 | 6.9 | 7/7 |
| 14 | Gatorade | Soft drinks | 92 | 5.5 | — | 5.6 | 5.3 | 5.5 | 7/7 |
| 15 | Margarita | Snacks & confectionery | 90 | 5.3 | — | 5.3 | 4.9 | 5.7 | 7/7 |
| 16 | Smirnoff | Alcoholic drinks | 89 | 5.3 | — | 5.6 | 5.0 | 5.1 | 7/7 |
| 17 | Buchanan's | Alcoholic drinks | 88 | 5.2 | — | 5.2 | 5.2 | 5.3 | 6/7 |
| 18 | Pepsi | Soft drinks | 88 | 5.2 | — | 5.3 | 5.0 | 5.3 | 7/7 |
| 19 | Trululu | Snacks & confectionery | 86 | 5.1 | — | 5.5 | 4.8 | 5.2 | 7/7 |
| 20 | Old Parr | Alcoholic drinks | 86 | 5.1 | — | 5.0 | 5.2 | 5.2 | 7/7 |
Eating out
15 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 | Juan Valdez Café | Coffee shops & bakeries | 123 | 6.8 | — | 6.6 | 6.9 | 7.0 | 7/7 |
| 2 | Rappi | Food delivery | 122 | 6.8 | — | 7.7 | 5.3 | 7.3 | 7/7 |
| 3 | Crepes & Waffles | Fast food & restaurants | 121 | 6.7 | — | 6.7 | 6.6 | 6.7 | 7/7 |
| 4 | Frisby | Fast food & restaurants | 117 | 6.5 | — | 6.6 | 6.4 | 6.5 | 7/7 |
| 5 | Starbucks | Coffee shops & bakeries | 114 | 6.3 | — | 6.8 | 5.9 | 6.2 | 7/7 |
| 6 | McDonald's | Fast food & restaurants | 106 | 5.9 | — | 6.3 | 5.0 | 6.3 | 7/7 |
| 7 | Tostao' Café & Pan | Coffee shops & bakeries | 100 | 5.5 | — | 5.4 | 5.2 | 6.0 | 7/7 |
| 8 | Pan Pa' Ya! | Coffee shops & bakeries | 97 | 5.4 | — | 4.9 | 5.2 | 6.0 | 7/7 |
| 9 | Café San Alberto | Coffee shops & bakeries | 96 | 5.3 | — | 5.2 | 5.6 | 5.2 | 7/7 |
| 10 | Domino's | Fast food & restaurants | 93 | 5.2 | — | 5.5 | 4.4 | 5.6 | 7/7 |
| 11 | KFC | Fast food & restaurants | 93 | 5.1 | — | 5.6 | 4.5 | 5.4 | 7/7 |
| 12 | DiDi Food | Food delivery | 86 | 4.8 | — | 5.0 | 4.0 | 5.4 | 7/7 |
| 13 | Turbo | Food delivery | 86 | 4.8 | — | 5.2 | 3.7 | 5.4 | 5/7 |
| 14 | Merqueo | Food delivery | 78 | 4.3 | — | 4.5 | 3.7 | 4.8 | 7/7 |
| 15 | Mensajeros Urbanos | Food delivery | 67 | 3.7 | — | 3.6 | 3.4 | 4.1 | 7/7 |
Technology
27 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 | Search & AI assistants | 126 | 7.7 | — | 7.7 | 6.6 | 8.8 | 7/7 | |
| 2 | Social media & messaging | 124 | 7.6 | — | 6.8 | 7.2 | 8.7 | 7/7 | |
| 3 | Apple | Phones & devices | 122 | 7.4 | — | 7.9 | 6.7 | 7.6 | 7/7 |
| 4 | TikTok | Social media & messaging | 121 | 7.4 | — | 8.7 | 6.4 | 7.1 | 7/7 |
| 5 | ChatGPT | Search & AI assistants | 117 | 7.1 | — | 8.1 | 5.8 | 7.5 | 7/7 |
| 6 | Social media & messaging | 117 | 7.1 | — | 7.7 | 6.3 | 7.3 | 7/7 | |
| 7 | Samsung | Phones & devices | 116 | 7.1 | — | 7.4 | 6.1 | 7.7 | 7/7 |
| 8 | Canva | Software & cloud | 115 | 7.0 | — | 7.2 | 6.5 | 7.3 | 7/7 |
| 9 | Gmail | Software & cloud | 105 | 6.4 | — | 5.8 | 5.2 | 8.1 | 7/7 |
| 10 | Discord | Social media & messaging | 104 | 6.3 | — | 6.5 | 6.1 | 6.4 | 7/7 |
| 11 | Telegram | Social media & messaging | 104 | 6.3 | — | 6.4 | 5.9 | 6.6 | 7/7 |
| 12 | Xiaomi | Phones & devices | 103 | 6.3 | — | 6.9 | 5.3 | 6.7 | 7/7 |
| 13 | Google Drive | Software & cloud | 102 | 6.2 | — | 5.5 | 5.4 | 7.8 | 7/7 |
| 14 | Gemini | Search & AI assistants | 99 | 6.0 | — | 6.5 | 5.1 | 6.5 | 7/7 |
| 15 | Microsoft 365 | Software & cloud | 99 | 6.0 | — | 5.6 | 5.2 | 7.2 | 7/7 |
| 16 | Social media & messaging | 95 | 5.8 | — | 5.9 | 5.7 | 5.8 | 7/7 | |
| 17 | Perplexity | Search & AI assistants | 94 | 5.7 | — | 6.3 | 5.1 | 5.8 | 7/7 |
| 18 | Claude | Search & AI assistants | 92 | 5.6 | — | 5.8 | 5.3 | 5.9 | 7/7 |
| 19 | iCloud | Software & cloud | 91 | 5.6 | — | 5.2 | 5.0 | 6.5 | 7/7 |
| 20 | Social media & messaging | 91 | 5.6 | — | 5.4 | 5.0 | 6.3 | 7/7 | |
| 21 | Social media & messaging | 91 | 5.5 | — | 5.5 | 5.1 | 5.9 | 7/7 | |
| 22 | DeepSeek | Search & AI assistants | 88 | 5.4 | — | 6.8 | 4.0 | 5.4 | 5/7 |
| 23 | Motorola | Phones & devices | 88 | 5.4 | — | 5.0 | 4.9 | 6.2 | 7/7 |
| 24 | Huawei | Phones & devices | 86 | 5.2 | — | 5.7 | 4.4 | 5.7 | 7/7 |
| 25 | Copilot | Search & AI assistants | 86 | 5.2 | — | 5.4 | 4.6 | 5.7 | 7/7 |
| 26 | Grok | Search & AI assistants | 79 | 4.8 | — | 6.2 | 4.0 | 4.3 | 6/7 |
| 27 | Yahoo | Search & AI assistants | 45 | 2.7 | — | 2.3 | 2.5 | 3.4 | 7/7 |
Media & entertainment
36 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 | — | 8.6 | 7.2 | 8.4 | 7/7 |
| 2 | Minecraft | Gaming | 137 | 7.8 | — | 7.8 | 7.7 | 7.8 | 7/7 |
| 3 | Spotify | Music & audio | 134 | 7.6 | — | 7.8 | 6.8 | 8.1 | 7/7 |
| 4 | Netflix | Video streaming & TV | 128 | 7.2 | — | 7.9 | 6.4 | 7.3 | 7/7 |
| 5 | Steam | Gaming | 126 | 7.1 | — | 7.3 | 6.6 | 7.4 | 7/7 |
| 6 | Roblox | Gaming | 124 | 7.0 | — | 7.9 | 6.7 | 6.5 | 7/7 |
| 7 | Free Fire | Gaming | 117 | 6.6 | — | 7.2 | 6.2 | 6.6 | 7/7 |
| 8 | Noticias Caracol | News & publishing | 117 | 6.6 | — | 6.8 | 6.2 | 6.9 | 7/7 |
| 9 | YouTube Music | Music & audio | 114 | 6.5 | — | 6.6 | 5.9 | 6.9 | 7/7 |
| 10 | Epic Games | Gaming | 113 | 6.4 | — | 7.1 | 6.0 | 6.1 | 7/7 |
| 11 | El Tiempo | News & publishing | 113 | 6.4 | — | 6.5 | 5.8 | 6.8 | 7/7 |
| 12 | Caracol Radio | Music & audio | 111 | 6.3 | — | 6.2 | 5.9 | 6.7 | 7/7 |
| 13 | Disney+ | Video streaming & TV | 110 | 6.2 | — | 6.7 | 5.8 | 6.2 | 7/7 |
| 14 | Olímpica Stereo | Music & audio | 110 | 6.2 | — | 6.0 | 6.1 | 6.5 | 7/7 |
| 15 | W Radio | Music & audio | 106 | 6.0 | — | 6.0 | 5.6 | 6.3 | 7/7 |
| 16 | HBO Max | Video streaming & TV | 105 | 5.9 | — | 6.5 | 5.5 | 5.8 | 7/7 |
| 17 | El Espectador | News & publishing | 104 | 5.9 | — | 5.9 | 5.8 | 5.9 | 7/7 |
| 18 | BetPlay | Betting & lottery | 100 | 5.7 | — | 6.6 | 4.9 | 5.5 | 7/7 |
| 19 | Semana | News & publishing | 99 | 5.6 | — | 6.5 | 4.9 | 5.5 | 7/7 |
| 20 | Caracol Televisión | Video streaming & TV | 97 | 5.5 | — | 5.6 | 5.0 | 5.9 | 7/7 |
| 21 | La W | News & publishing | 97 | 5.5 | — | 5.7 | 5.3 | 5.5 | 7/7 |
| 22 | Prime Video | Video streaming & TV | 96 | 5.4 | — | 5.5 | 4.8 | 5.9 | 7/7 |
| 23 | Blu Radio | Music & audio | 91 | 5.2 | — | 5.1 | 4.9 | 5.4 | 7/7 |
| 24 | Wplay | Betting & lottery | 91 | 5.1 | — | 5.8 | 4.4 | 5.2 | 7/7 |
| 25 | Infobae | News & publishing | 87 | 4.9 | — | 5.6 | 4.2 | 5.0 | 7/7 |
| 26 | El Colombiano | News & publishing | 85 | 4.8 | — | 4.5 | 4.9 | 5.1 | 7/7 |
| 27 | Baloto | Betting & lottery | 84 | 4.8 | — | 5.3 | 4.1 | 4.9 | 7/7 |
| 28 | Canal RCN | Video streaming & TV | 84 | 4.8 | — | 4.6 | 4.4 | 5.2 | 7/7 |
| 29 | El País | News & publishing | 83 | 4.7 | — | 4.4 | 4.7 | 4.8 | 7/7 |
| 30 | Gana | Betting & lottery | 77 | 4.4 | — | 4.3 | 4.2 | 4.6 | 7/7 |
| 31 | Betsson | Betting & lottery | 76 | 4.3 | — | 4.8 | 3.7 | 4.3 | 7/7 |
| 32 | Lotería de Bogotá | Betting & lottery | 73 | 4.1 | — | 3.9 | 4.1 | 4.3 | 7/7 |
| 33 | Rushbet | Betting & lottery | 71 | 4.0 | — | 4.6 | 3.6 | 4.0 | 7/7 |
| 34 | Lotería de Medellín | Betting & lottery | 71 | 4.0 | — | 3.8 | 4.1 | 4.2 | 7/7 |
| 35 | Yajuego | Betting & lottery | 63 | 3.6 | — | 3.8 | 3.4 | 3.6 | 7/7 |
| 36 | Lotería de Boyacá | Betting & lottery | 62 | 3.5 | — | 3.3 | 3.6 | 3.7 | 7/7 |
Telecoms
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 | Starlink | Broadband & pay TV | 116 | 5.4 | — | 6.9 | 4.4 | 5.0 | 7/7 |
| 2 | WOM | Mobile networks | 115 | 5.4 | — | 6.3 | 4.7 | 5.2 | 7/7 |
| 3 | Tigo | Mobile networks | 113 | 5.3 | — | 5.6 | 4.5 | 5.7 | 7/7 |
| 4 | DirecTV | Broadband & pay TV | 108 | 5.0 | — | 5.0 | 4.6 | 5.5 | 7/7 |
| 5 | Claro | Mobile networks | 107 | 5.0 | — | 5.0 | 4.0 | 5.9 | 7/7 |
| 6 | Movistar | Mobile networks | 106 | 4.9 | — | 5.1 | 4.2 | 5.6 | 7/7 |
| 7 | DGO | Broadband & pay TV | 89 | 4.2 | — | 4.2 | 3.8 | 4.5 | 7/7 |
| 8 | ETB | Broadband & pay TV | 88 | 4.1 | — | 3.9 | 3.9 | 4.6 | 7/7 |
| 9 | Emcali | Broadband & pay TV | 81 | 3.8 | — | 3.5 | 3.5 | 4.4 | 7/7 |
| 10 | Kalley Móvil | Mobile networks | 75 | 3.5 | — | 3.6 | 3.1 | 3.9 | 4/7 |
Automotive
10 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 | Toyota | Mainstream cars | 125 | 7.1 | — | 6.8 | 6.7 | 7.9 | 7/7 |
| 2 | Mercedes-Benz | Premium & luxury cars | 109 | 6.2 | — | 6.6 | 5.9 | 6.2 | 7/7 |
| 3 | Porsche | Premium & luxury cars | 106 | 6.0 | — | 6.7 | 5.9 | 5.4 | 7/7 |
| 4 | Kia | Mainstream cars | 104 | 5.9 | — | 6.3 | 5.2 | 6.3 | 7/7 |
| 5 | BMW | Premium & luxury cars | 104 | 5.9 | — | 6.2 | 5.7 | 5.8 | 7/7 |
| 6 | Chevrolet | Mainstream cars | 99 | 5.6 | — | 5.4 | 5.1 | 6.3 | 7/7 |
| 7 | Renault | Mainstream cars | 98 | 5.6 | — | 5.5 | 5.2 | 6.2 | 7/7 |
| 8 | Lamborghini | Premium & luxury cars | 93 | 5.3 | — | 7.3 | 4.7 | 3.9 | 7/7 |
| 9 | Suzuki | Mainstream cars | 87 | 4.9 | — | 4.7 | 4.5 | 5.6 | 7/7 |
| 10 | Jaguar | Premium & luxury cars | 75 | 4.3 | — | 4.7 | 4.3 | 3.8 | 7/7 |
Travel
16 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 | 130 | 6.3 | — | 7.2 | 5.7 | 6.1 | 7/7 |
| 2 | Booking.com | Hotels & holidays | 119 | 5.8 | — | 6.1 | 4.9 | 6.5 | 7/7 |
| 3 | Avianca | Airlines | 112 | 5.5 | — | 5.8 | 4.8 | 5.9 | 7/7 |
| 4 | LATAM | Airlines | 112 | 5.5 | — | 5.7 | 4.9 | 5.9 | 7/7 |
| 5 | Decameron | Hotels & holidays | 109 | 5.3 | — | 5.2 | 5.2 | 5.5 | 7/7 |
| 6 | Copa Airlines | Airlines | 107 | 5.2 | — | 5.2 | 4.8 | 5.6 | 7/7 |
| 7 | Despegar | Hotels & holidays | 102 | 5.0 | — | 5.2 | 4.4 | 5.3 | 7/7 |
| 8 | Wingo | Airlines | 98 | 4.8 | — | 5.4 | 4.2 | 4.8 | 7/7 |
| 9 | JetSMART | Airlines | 97 | 4.7 | — | 5.5 | 4.1 | 4.7 | 7/7 |
| 10 | TransMilenio | Transport & ride-hailing | 96 | 4.7 | — | 5.3 | 3.5 | 5.3 | 7/7 |
| 11 | Satena | Airlines | 92 | 4.5 | — | 4.3 | 4.8 | 4.4 | 7/7 |
| 12 | Viajes Éxito | Hotels & holidays | 91 | 4.4 | — | 4.0 | 4.5 | 4.8 | 7/7 |
| 13 | Expreso Bolivariano | Transport & ride-hailing | 87 | 4.2 | — | 4.0 | 3.8 | 4.9 | 7/7 |
| 14 | Expreso Brasilia | Transport & ride-hailing | 84 | 4.1 | — | 3.9 | 3.7 | 4.7 | 7/7 |
| 15 | Localiza | Transport & ride-hailing | 82 | 4.0 | — | 3.9 | 3.6 | 4.5 | 7/7 |
| 16 | Pinbus | Transport & ride-hailing | 82 | 4.0 | — | 4.2 | 3.3 | 4.4 | 7/7 |
Beauty & personal care
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 | Natura | Skincare & cosmetics | 120 | 7.0 | — | 6.9 | 7.2 | 7.1 | 7/7 |
| 2 | Dove | Haircare & personal care | 117 | 6.9 | — | 6.5 | 6.8 | 7.3 | 7/7 |
| 3 | Ésika | Skincare & cosmetics | 101 | 6.0 | — | 5.8 | 5.8 | 6.2 | 7/7 |
| 4 | Colgate | Haircare & personal care | 101 | 5.9 | — | 5.4 | 5.1 | 7.3 | 7/7 |
| 5 | La Roche-Posay | Skincare & cosmetics | 100 | 5.8 | — | 6.0 | 5.3 | 6.2 | 7/7 |
| 6 | Head & Shoulders | Haircare & personal care | 98 | 5.7 | — | 5.7 | 4.8 | 6.7 | 7/7 |
| 7 | Elvive | Haircare & personal care | 97 | 5.7 | — | 5.7 | 5.2 | 6.2 | 7/7 |
| 8 | CeraVe | Skincare & cosmetics | 96 | 5.6 | — | 5.6 | 5.1 | 6.2 | 7/7 |
| 9 | Yanbal | Skincare & cosmetics | 94 | 5.5 | — | 5.2 | 5.6 | 5.8 | 7/7 |
| 10 | Lubriderm | Haircare & personal care | 77 | 4.5 | — | 3.9 | 4.3 | 5.4 | 7/7 |
Home & household
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 | Imusa | Home appliances | 118 | 5.8 | — | 5.3 | 5.5 | 6.8 | 7/7 |
| 2 | Haceb | Home appliances | 111 | 5.5 | — | 5.1 | 5.2 | 6.3 | 7/7 |
| 3 | Electrolux | Home appliances | 111 | 5.5 | — | 5.4 | 5.0 | 6.1 | 7/7 |
| 4 | Suavitel | Household products | 110 | 5.4 | — | 5.1 | 4.7 | 6.5 | 7/7 |
| 5 | Ariel | Household products | 109 | 5.4 | — | 5.3 | 4.5 | 6.4 | 7/7 |
| 6 | Raid | Household products | 95 | 4.7 | — | 4.8 | 3.6 | 5.6 | 7/7 |
| 7 | Fab | Household products | 93 | 4.6 | — | 4.3 | 3.9 | 5.6 | 7/7 |
| 8 | Kalley | Home appliances | 87 | 4.3 | — | 4.3 | 3.8 | 4.8 | 7/7 |
| 9 | Rey | Household products | 87 | 4.3 | — | 3.9 | 3.8 | 5.2 | 7/7 |
| 10 | Challenger | Home appliances | 80 | 3.9 | — | 3.7 | 3.5 | 4.6 | 7/7 |
Health & fitness
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 | Strava | Gyms & fitness | 139 | 7.3 | — | 7.4 | 7.3 | 7.3 | 6/7 |
| 2 | Smart Fit | Gyms & fitness | 124 | 6.5 | — | 6.7 | 5.9 | 6.9 | 7/7 |
| 3 | Compensar | Health & medicines | 111 | 5.8 | — | 5.3 | 5.7 | 6.5 | 7/7 |
| 4 | Bodytech | Gyms & fitness | 110 | 5.8 | — | 5.5 | 5.6 | 6.2 | 7/7 |
| 5 | Action Black | Gyms & fitness | 96 | 5.0 | — | 5.1 | 5.0 | 4.9 | 5/7 |
| 6 | Vick | Health & medicines | 94 | 5.0 | — | 4.6 | 4.3 | 6.0 | 7/7 |
| 7 | Colmédica | Health & medicines | 82 | 4.3 | — | 3.9 | 4.0 | 5.1 | 7/7 |
| 8 | Alka-Seltzer | Health & medicines | 81 | 4.3 | — | 4.0 | 3.5 | 5.2 | 7/7 |
| 9 | Sanitas | Health & medicines | 81 | 4.3 | — | 4.3 | 3.8 | 4.7 | 7/7 |
| 10 | Fitness 24 Seven | Gyms & fitness | 81 | 4.2 | — | 4.0 | 4.1 | 4.7 | 6/7 |
Energy
5 brands. Index 100 is the segment's average Desire of 4.4 out of 10.
| # | Brand | Sub-segment | Index | Desire /10 | Change | Attraction | Affinity | Attachment | Models |
|---|---|---|---|---|---|---|---|---|---|
| 1 | EPM | Energy & fuel | 130 | 5.7 | — | 5.4 | 5.3 | 6.5 | 7/7 |
| 2 | Celsia | Energy & fuel | 106 | 4.6 | — | 4.5 | 4.3 | 5.1 | 7/7 |
| 3 | Enel | Energy & fuel | 96 | 4.2 | — | 4.3 | 3.4 | 4.8 | 7/7 |
| 4 | Vanti | Energy & fuel | 85 | 3.8 | — | 3.5 | 3.2 | 4.6 | 7/7 |
| 5 | Gases del Caribe | Energy & fuel | 83 | 3.7 | — | 3.2 | 3.3 | 4.5 | 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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