Europe · October 2026 · refreshed monthly
The brands AI wants in Spain
7 AI models were asked how well they know the top brands in Spain 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
27 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 | Revolut | Cards & payments | 135 | 6.7 | — | 7.6 | 5.6 | 7.0 | 7/7 |
| 2 | Bizum | Cards & payments | 131 | 6.5 | — | 6.7 | 5.4 | 7.4 | 7/7 |
| 3 | Trade Republic | Investing & savings | 124 | 6.2 | — | 7.0 | 5.2 | 6.4 | 7/7 |
| 4 | BBVA | Banks | 122 | 6.1 | — | 6.5 | 5.1 | 6.6 | 7/7 |
| 5 | ING | Banks | 121 | 6.0 | — | 6.3 | 5.2 | 6.6 | 7/7 |
| 6 | CaixaBank | Banks | 119 | 5.9 | — | 6.0 | 5.2 | 6.6 | 7/7 |
| 7 | PayPal | Cards & payments | 117 | 5.8 | — | 5.8 | 5.0 | 6.8 | 7/7 |
| 8 | MyInvestor | Investing & savings | 115 | 5.7 | — | 5.9 | 5.0 | 6.3 | 7/7 |
| 9 | Santander | Banks | 114 | 5.7 | — | 5.9 | 4.9 | 6.3 | 7/7 |
| 10 | Mutua Madrileña | Insurance | 110 | 5.5 | — | 5.2 | 5.2 | 6.1 | 7/7 |
| 11 | Indexa Capital | Investing & savings | 109 | 5.4 | — | 5.0 | 5.1 | 6.2 | 7/7 |
| 12 | Interactive Brokers | Investing & savings | 107 | 5.3 | — | 5.6 | 4.5 | 5.9 | 7/7 |
| 13 | Mapfre | Insurance | 104 | 5.2 | — | 4.9 | 4.9 | 5.8 | 7/7 |
| 14 | Bankinter | Banks | 101 | 5.0 | — | 5.2 | 4.4 | 5.5 | 7/7 |
| 15 | Línea Directa | Insurance | 97 | 4.8 | — | 5.2 | 3.9 | 5.3 | 7/7 |
| 16 | Kutxabank | Banks | 94 | 4.7 | — | 3.9 | 4.8 | 5.3 | 7/7 |
| 17 | Banco Sabadell | Banks | 89 | 4.5 | — | 4.5 | 3.9 | 5.0 | 7/7 |
| 18 | Allianz | Insurance | 87 | 4.4 | — | 4.2 | 4.0 | 4.9 | 7/7 |
| 19 | Renta 4 | Investing & savings | 87 | 4.3 | — | 3.8 | 4.3 | 5.0 | 7/7 |
| 20 | Caja Rural | Banks | 86 | 4.3 | — | 3.5 | 4.8 | 4.6 | 7/7 |
| 21 | AXA | Insurance | 85 | 4.2 | — | 4.1 | 3.9 | 4.7 | 7/7 |
| 22 | Cajamar | Banks | 81 | 4.1 | — | 3.6 | 4.2 | 4.3 | 6/7 |
| 23 | Unicaja | Banks | 80 | 4.0 | — | 3.4 | 4.0 | 4.6 | 7/7 |
| 24 | Ibercaja | Banks | 79 | 4.0 | — | 3.3 | 4.1 | 4.4 | 7/7 |
| 25 | Abanca | Banks | 74 | 3.7 | — | 3.2 | 3.7 | 4.2 | 7/7 |
| 26 | Cofidis | Cards & payments | 65 | 3.3 | — | 3.3 | 2.9 | 3.7 | 7/7 |
| 27 | Cetelem | Cards & payments | 65 | 3.2 | — | 3.1 | 2.8 | 3.8 | 7/7 |
Grocery
7 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 | Mercadona | Supermarkets | 138 | 7.0 | — | 6.8 | 6.0 | 8.1 | 7/7 |
| 2 | Lidl | Supermarkets | 119 | 6.0 | — | 6.5 | 4.9 | 6.7 | 7/7 |
| 3 | Carrefour | Supermarkets | 101 | 5.1 | — | 5.1 | 4.3 | 6.0 | 7/7 |
| 4 | Aldi | Supermarkets | 96 | 4.9 | — | 5.0 | 4.1 | 5.6 | 7/7 |
| 5 | Eroski | Supermarkets | 93 | 4.7 | — | 4.0 | 4.9 | 5.2 | 7/7 |
| 6 | Alcampo | Supermarkets | 80 | 4.0 | — | 3.6 | 3.6 | 4.9 | 7/7 |
| 7 | Dia | Supermarkets | 74 | 3.8 | — | 3.4 | 3.1 | 4.8 | 7/7 |
Retail
28 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 | 137 | 7.2 | — | 7.5 | 6.3 | 7.6 | 7/7 |
| 2 | Sephora | Health & beauty stores | 133 | 6.9 | — | 7.7 | 6.4 | 6.7 | 7/7 |
| 3 | Vinted | Online marketplaces | 127 | 6.6 | — | 6.8 | 6.5 | 6.5 | 7/7 |
| 4 | PcComponentes | Electricals retail | 126 | 6.6 | — | 7.1 | 6.0 | 6.7 | 7/7 |
| 5 | Amazon | Online marketplaces | 123 | 6.4 | — | 6.7 | 4.7 | 7.8 | 7/7 |
| 6 | Wallapop | Online marketplaces | 120 | 6.3 | — | 6.5 | 5.7 | 6.5 | 7/7 |
| 7 | El Corte Inglés | Department & variety stores | 120 | 6.2 | — | 5.9 | 5.9 | 6.9 | 7/7 |
| 8 | Kiko Milano | Health & beauty stores | 117 | 6.1 | — | 6.7 | 5.5 | 6.0 | 7/7 |
| 9 | Zara Home | Home, furniture & DIY | 115 | 6.0 | — | 6.8 | 5.4 | 5.8 | 7/7 |
| 10 | Leroy Merlin | Home, furniture & DIY | 112 | 5.8 | — | 5.8 | 5.3 | 6.5 | 7/7 |
| 11 | Zalando | Online marketplaces | 108 | 5.6 | — | 5.6 | 5.3 | 6.0 | 7/7 |
| 12 | Fnac | Electricals retail | 108 | 5.6 | — | 5.8 | 5.4 | 5.6 | 7/7 |
| 13 | Ale-Hop | Department & variety stores | 107 | 5.6 | — | 6.4 | 5.1 | 5.2 | 7/7 |
| 14 | MediaMarkt | Electricals retail | 103 | 5.4 | — | 6.0 | 4.4 | 5.6 | 7/7 |
| 15 | Primor | Health & beauty stores | 101 | 5.3 | — | 5.6 | 4.4 | 5.8 | 7/7 |
| 16 | Back Market | Online marketplaces | 100 | 5.2 | — | 5.4 | 5.0 | 5.1 | 7/7 |
| 17 | Druni | Health & beauty stores | 96 | 5.0 | — | 4.9 | 4.4 | 5.7 | 7/7 |
| 18 | Action | Department & variety stores | 92 | 4.8 | — | 5.3 | 4.0 | 5.2 | 7/7 |
| 19 | Hipercor | Department & variety stores | 87 | 4.5 | — | 4.0 | 4.2 | 5.3 | 7/7 |
| 20 | Pepco | Department & variety stores | 83 | 4.3 | — | 4.6 | 3.7 | 4.6 | 7/7 |
| 21 | JYSK | Home, furniture & DIY | 79 | 4.1 | — | 3.9 | 3.8 | 4.6 | 7/7 |
| 22 | AliExpress | Online marketplaces | 78 | 4.1 | — | 5.2 | 2.8 | 4.2 | 7/7 |
| 23 | Worten | Electricals retail | 78 | 4.1 | — | 4.0 | 3.8 | 4.4 | 7/7 |
| 24 | Temu | Online marketplaces | 77 | 4.0 | — | 5.8 | 2.5 | 3.8 | 7/7 |
| 25 | Brico Depôt | Home, furniture & DIY | 73 | 3.8 | — | 3.5 | 3.4 | 4.4 | 7/7 |
| 26 | Clarel | Health & beauty stores | 71 | 3.7 | — | 3.2 | 3.5 | 4.4 | 7/7 |
| 27 | Milanuncios | Online marketplaces | 70 | 3.6 | — | 3.7 | 3.3 | 3.9 | 7/7 |
| 28 | Appinformatica | Electricals retail | 59 | 3.1 | — | 2.6 | 3.3 | 3.3 | 5/7 |
Fashion
21 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 | Nike | Sportswear & footwear | 133 | 7.5 | — | 8.3 | 7.1 | 7.2 | 7/7 |
| 2 | Decathlon | Sportswear & footwear | 118 | 6.7 | — | 6.2 | 6.4 | 7.4 | 7/7 |
| 3 | Adidas | Sportswear & footwear | 118 | 6.6 | — | 7.1 | 6.4 | 6.5 | 7/7 |
| 4 | Zara | Clothing retail | 113 | 6.4 | — | 7.5 | 5.2 | 6.4 | 7/7 |
| 5 | Louis Vuitton | Luxury | 113 | 6.4 | — | 7.4 | 5.7 | 5.9 | 7/7 |
| 6 | Rolex | Luxury | 111 | 6.3 | — | 7.0 | 5.9 | 5.9 | 7/7 |
| 7 | Pandora | Luxury | 106 | 6.0 | — | 6.0 | 6.0 | 6.0 | 7/7 |
| 8 | Mango | Clothing retail | 103 | 5.8 | — | 6.0 | 5.4 | 6.1 | 7/7 |
| 9 | H&M | Clothing retail | 100 | 5.6 | — | 6.0 | 5.1 | 5.9 | 7/7 |
| 10 | Tous | Luxury | 100 | 5.6 | — | 5.6 | 5.6 | 5.6 | 7/7 |
| 11 | New Balance | Sportswear & footwear | 99 | 5.6 | — | 5.9 | 5.5 | 5.5 | 7/7 |
| 12 | Carolina Herrera | Luxury | 97 | 5.5 | — | 5.7 | 5.3 | 5.4 | 7/7 |
| 13 | Bershka | Clothing retail | 95 | 5.3 | — | 6.0 | 4.7 | 5.3 | 7/7 |
| 14 | Stradivarius | Clothing retail | 93 | 5.3 | — | 5.7 | 4.7 | 5.4 | 7/7 |
| 15 | Pull&Bear | Clothing retail | 93 | 5.2 | — | 5.7 | 4.7 | 5.3 | 7/7 |
| 16 | Massimo Dutti | Clothing retail | 91 | 5.1 | — | 5.0 | 4.9 | 5.5 | 7/7 |
| 17 | Primark | Clothing retail | 90 | 5.1 | — | 5.5 | 4.3 | 5.4 | 7/7 |
| 18 | Shein | Clothing retail | 89 | 5.0 | — | 6.9 | 3.7 | 4.5 | 7/7 |
| 19 | Skechers | Sportswear & footwear | 82 | 4.6 | — | 4.3 | 4.3 | 5.2 | 7/7 |
| 20 | Women'secret | Clothing retail | 80 | 4.5 | — | 4.5 | 4.2 | 4.9 | 7/7 |
| 21 | Lefties | Clothing retail | 78 | 4.4 | — | 4.5 | 3.9 | 4.8 | 7/7 |
Food & drink
20 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 | Coca-Cola | Soft drinks | 119 | 6.7 | — | 7.0 | 6.1 | 7.0 | 7/7 |
| 2 | Estrella Damm | Alcoholic drinks | 119 | 6.7 | — | 6.6 | 6.7 | 6.7 | 7/7 |
| 3 | Estrella Galicia | Alcoholic drinks | 117 | 6.6 | — | 6.5 | 6.8 | 6.4 | 7/7 |
| 4 | Red Bull | Soft drinks | 114 | 6.4 | — | 7.5 | 5.9 | 5.9 | 7/7 |
| 5 | ColaCao | Packaged food & hot drinks | 111 | 6.3 | — | 6.3 | 5.5 | 7.0 | 7/7 |
| 6 | Mahou | Alcoholic drinks | 111 | 6.2 | — | 6.0 | 6.1 | 6.5 | 7/7 |
| 7 | Kinder | Snacks & confectionery | 107 | 6.0 | — | 6.2 | 5.3 | 6.5 | 7/7 |
| 8 | Lindt | Snacks & confectionery | 100 | 5.6 | — | 5.8 | 5.2 | 5.8 | 7/7 |
| 9 | Alhambra | Alcoholic drinks | 99 | 5.6 | — | 5.4 | 5.6 | 5.7 | 7/7 |
| 10 | Licor 43 | Alcoholic drinks | 99 | 5.5 | — | 6.0 | 5.4 | 5.2 | 7/7 |
| 11 | Chupa Chups | Snacks & confectionery | 98 | 5.5 | — | 6.0 | 4.7 | 5.8 | 7/7 |
| 12 | Nesquik | Packaged food & hot drinks | 95 | 5.3 | — | 5.3 | 4.6 | 6.0 | 7/7 |
| 13 | Nestlé | Packaged food & hot drinks | 95 | 5.3 | — | 5.5 | 4.4 | 6.1 | 7/7 |
| 14 | Pringles | Snacks & confectionery | 95 | 5.3 | — | 6.3 | 4.4 | 5.3 | 7/7 |
| 15 | Valor | Snacks & confectionery | 95 | 5.3 | — | 5.0 | 5.2 | 5.8 | 7/7 |
| 16 | Aquarius | Soft drinks | 90 | 5.0 | — | 4.8 | 4.7 | 5.7 | 7/7 |
| 17 | Bimbo | Packaged food & hot drinks | 88 | 5.0 | — | 4.7 | 4.3 | 5.9 | 7/7 |
| 18 | Lanjarón | Soft drinks | 86 | 4.9 | — | 4.3 | 4.6 | 5.7 | 7/7 |
| 19 | Schweppes | Soft drinks | 83 | 4.7 | — | 4.5 | 4.5 | 5.0 | 7/7 |
| 20 | Calvo | Packaged food & hot drinks | 79 | 4.4 | — | 4.1 | 3.9 | 5.3 | 7/7 |
Eating out
15 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 | Too Good To Go | Food delivery | 140 | 6.9 | — | 7.5 | 6.8 | 6.5 | 7/7 |
| 2 | McDonald's | Fast food & restaurants | 116 | 5.8 | — | 6.4 | 4.8 | 6.0 | 7/7 |
| 3 | Starbucks | Coffee shops & bakeries | 115 | 5.7 | — | 6.4 | 5.0 | 5.7 | 7/7 |
| 4 | Glovo | Food delivery | 108 | 5.3 | — | 6.4 | 3.7 | 6.0 | 7/7 |
| 5 | Uber Eats | Food delivery | 102 | 5.1 | — | 5.7 | 3.8 | 5.7 | 7/7 |
| 6 | Manolo Bakes | Coffee shops & bakeries | 102 | 5.0 | — | 5.7 | 4.8 | 4.6 | 7/7 |
| 7 | Burger King | Fast food & restaurants | 99 | 4.9 | — | 5.7 | 4.0 | 5.0 | 7/7 |
| 8 | Rodilla | Coffee shops & bakeries | 97 | 4.8 | — | 4.7 | 4.6 | 5.2 | 7/7 |
| 9 | Domino's Pizza | Fast food & restaurants | 97 | 4.8 | — | 5.5 | 4.0 | 4.9 | 7/7 |
| 10 | Just Eat | Food delivery | 95 | 4.7 | — | 4.7 | 3.9 | 5.5 | 7/7 |
| 11 | KFC | Fast food & restaurants | 92 | 4.6 | — | 5.5 | 3.7 | 4.5 | 7/7 |
| 12 | Pizza Hut | Food delivery | 90 | 4.5 | — | 4.5 | 4.0 | 4.9 | 7/7 |
| 13 | Telepizza | Fast food & restaurants | 86 | 4.3 | — | 4.5 | 3.8 | 4.6 | 7/7 |
| 14 | Pans & Company | Coffee shops & bakeries | 81 | 4.0 | — | 4.0 | 3.6 | 4.4 | 7/7 |
| 15 | Granier | Coffee shops & bakeries | 80 | 4.0 | — | 3.6 | 3.6 | 4.6 | 7/7 |
Technology
26 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 | 7.6 | — | 8.1 | 6.8 | 7.8 | 7/7 |
| 2 | Apple | Phones & devices | 125 | 7.5 | — | 8.0 | 6.6 | 7.9 | 7/7 |
| 3 | TikTok | Social media & messaging | 121 | 7.2 | — | 8.5 | 6.3 | 6.9 | 7/7 |
| 4 | Social media & messaging | 120 | 7.2 | — | 6.5 | 6.8 | 8.4 | 7/7 | |
| 5 | ChatGPT | Search & AI assistants | 116 | 7.0 | — | 8.3 | 5.3 | 7.3 | 7/7 |
| 6 | Social media & messaging | 116 | 6.9 | — | 7.5 | 6.3 | 7.0 | 7/7 | |
| 7 | Canva | Software & cloud | 115 | 6.9 | — | 7.2 | 6.3 | 7.2 | 7/7 |
| 8 | Search & AI assistants | 115 | 6.9 | — | 7.3 | 5.3 | 8.2 | 7/7 | |
| 9 | Samsung | Phones & devices | 113 | 6.8 | — | 7.3 | 5.8 | 7.2 | 7/7 |
| 10 | Google Drive | Software & cloud | 112 | 6.7 | — | 6.5 | 5.8 | 8.0 | 7/7 |
| 11 | Twitch | Social media & messaging | 110 | 6.6 | — | 6.9 | 6.4 | 6.3 | 7/7 |
| 12 | Telegram | Social media & messaging | 105 | 6.3 | — | 6.2 | 5.8 | 6.8 | 7/7 |
| 13 | Xiaomi | Phones & devices | 102 | 6.1 | — | 6.7 | 5.1 | 6.5 | 7/7 |
| 14 | Microsoft 365 | Software & cloud | 102 | 6.1 | — | 5.7 | 5.2 | 7.4 | 7/7 |
| 15 | iCloud | Software & cloud | 101 | 6.0 | — | 5.6 | 5.5 | 7.0 | 7/7 |
| 16 | Social media & messaging | 98 | 5.9 | — | 5.9 | 5.8 | 5.9 | 7/7 | |
| 17 | Gemini | Search & AI assistants | 96 | 5.7 | — | 6.5 | 4.6 | 6.1 | 6/7 |
| 18 | Social media & messaging | 95 | 5.7 | — | 5.6 | 5.2 | 6.2 | 7/7 | |
| 19 | Huawei | Phones & devices | 86 | 5.2 | — | 5.8 | 4.0 | 5.7 | 7/7 |
| 20 | Social media & messaging | 85 | 5.1 | — | 5.0 | 4.6 | 5.8 | 7/7 | |
| 21 | Claude | Search & AI assistants | 85 | 5.1 | — | 5.6 | 4.5 | 5.2 | 7/7 |
| 22 | Copilot | Search & AI assistants | 82 | 4.9 | — | 5.2 | 4.0 | 5.5 | 7/7 |
| 23 | X | Social media & messaging | 78 | 4.7 | — | 6.0 | 3.7 | 4.4 | 6/7 |
| 24 | Dropbox | Software & cloud | 78 | 4.7 | — | 4.1 | 4.3 | 5.6 | 7/7 |
| 25 | HP | Phones & devices | 73 | 4.4 | — | 4.0 | 4.0 | 5.3 | 7/7 |
| 26 | Yahoo | Search & AI assistants | 44 | 2.6 | — | 2.4 | 2.4 | 3.1 | 7/7 |
Media & entertainment
36 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 | Spotify | Music & audio | 144 | 7.8 | — | 8.2 | 7.0 | 8.3 | 7/7 |
| 2 | Steam | Gaming | 142 | 7.7 | — | 7.8 | 7.2 | 8.2 | 7/7 |
| 3 | Nintendo | Gaming | 140 | 7.7 | — | 7.9 | 7.3 | 7.8 | 7/7 |
| 4 | Netflix | Video streaming & TV | 132 | 7.2 | — | 8.0 | 6.1 | 7.4 | 7/7 |
| 5 | ONCE | Betting & lottery | 127 | 6.9 | — | 6.4 | 7.2 | 7.0 | 7/7 |
| 6 | Epic Games | Gaming | 119 | 6.5 | — | 7.3 | 5.7 | 6.4 | 7/7 |
| 7 | Roblox | Gaming | 118 | 6.5 | — | 7.4 | 6.0 | 6.0 | 7/7 |
| 8 | Marca | News & publishing | 117 | 6.4 | — | 6.8 | 6.0 | 6.4 | 7/7 |
| 9 | El País | News & publishing | 117 | 6.3 | — | 6.7 | 6.1 | 6.3 | 7/7 |
| 10 | YouTube Music | Music & audio | 115 | 6.3 | — | 6.5 | 5.8 | 6.6 | 7/7 |
| 11 | Loterías y Apuestas del Estado | Betting & lottery | 115 | 6.3 | — | 6.3 | 6.2 | 6.3 | 7/7 |
| 12 | Prime Video | Video streaming & TV | 106 | 5.8 | — | 5.9 | 4.7 | 6.7 | 7/7 |
| 13 | elDiario.es | News & publishing | 105 | 5.7 | — | 5.7 | 5.9 | 5.5 | 7/7 |
| 14 | Cadena SER | Music & audio | 105 | 5.7 | — | 5.4 | 5.5 | 6.2 | 7/7 |
| 15 | Movistar Plus+ | Video streaming & TV | 104 | 5.7 | — | 6.2 | 4.9 | 6.0 | 7/7 |
| 16 | RTVE | Video streaming & TV | 103 | 5.6 | — | 5.3 | 5.5 | 6.1 | 7/7 |
| 17 | La Vanguardia | News & publishing | 100 | 5.4 | — | 5.6 | 5.0 | 5.6 | 7/7 |
| 18 | Max | Video streaming & TV | 96 | 5.2 | — | 5.7 | 4.7 | 5.3 | 7/7 |
| 19 | As | News & publishing | 95 | 5.2 | — | 5.5 | 4.9 | 5.2 | 7/7 |
| 20 | Sport | News & publishing | 95 | 5.2 | — | 5.4 | 5.0 | 5.1 | 7/7 |
| 21 | Mundo Deportivo | News & publishing | 94 | 5.1 | — | 5.3 | 5.0 | 5.0 | 7/7 |
| 22 | El Mundo | News & publishing | 92 | 5.0 | — | 5.5 | 4.5 | 5.2 | 7/7 |
| 23 | Bet365 | Betting & lottery | 91 | 4.9 | — | 6.1 | 3.9 | 4.8 | 7/7 |
| 24 | El Confidencial | News & publishing | 90 | 4.9 | — | 5.5 | 4.5 | 4.8 | 7/7 |
| 25 | Onda Cero | Music & audio | 89 | 4.8 | — | 4.5 | 4.7 | 5.3 | 7/7 |
| 26 | COPE | Music & audio | 88 | 4.8 | — | 4.7 | 4.5 | 5.2 | 7/7 |
| 27 | Instant Gaming | Gaming | 88 | 4.8 | — | 5.1 | 4.0 | 5.3 | 7/7 |
| 28 | Antena 3 | Video streaming & TV | 87 | 4.7 | — | 4.8 | 4.2 | 5.2 | 7/7 |
| 29 | Expansión | News & publishing | 79 | 4.3 | — | 4.4 | 4.0 | 4.5 | 7/7 |
| 30 | Telecinco | Video streaming & TV | 78 | 4.2 | — | 4.8 | 3.4 | 4.5 | 7/7 |
| 31 | El Español | News & publishing | 77 | 4.2 | — | 4.7 | 3.9 | 4.0 | 7/7 |
| 32 | 20minutos | News & publishing | 77 | 4.2 | — | 4.3 | 3.7 | 4.5 | 7/7 |
| 33 | ABC | News & publishing | 73 | 4.0 | — | 4.0 | 3.6 | 4.3 | 7/7 |
| 34 | Codere | Betting & lottery | 70 | 3.8 | — | 4.3 | 3.2 | 3.9 | 7/7 |
| 35 | La Razón | News & publishing | 67 | 3.7 | — | 3.9 | 3.3 | 3.9 | 7/7 |
| 36 | Sportium | Betting & lottery | 67 | 3.7 | — | 4.1 | 3.2 | 3.8 | 7/7 |
Telecoms
10 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 | Orange | Broadband & pay TV | 121 | 5.8 | — | 6.0 | 4.9 | 6.5 | 7/7 |
| 2 | Vodafone | Broadband & pay TV | 119 | 5.7 | — | 6.1 | 4.8 | 6.2 | 7/7 |
| 3 | O2 | Mobile networks | 112 | 5.3 | — | 4.8 | 5.0 | 6.2 | 7/7 |
| 4 | Digi | Broadband & pay TV | 106 | 5.1 | — | 5.3 | 4.3 | 5.6 | 7/7 |
| 5 | Yoigo | Mobile networks | 105 | 5.0 | — | 5.1 | 4.4 | 5.5 | 7/7 |
| 6 | MásMóvil | Broadband & pay TV | 100 | 4.8 | — | 5.0 | 3.9 | 5.4 | 7/7 |
| 7 | Simyo | Mobile networks | 93 | 4.5 | — | 4.1 | 4.0 | 5.3 | 7/7 |
| 8 | Lowi | Mobile networks | 93 | 4.4 | — | 4.3 | 3.8 | 5.3 | 7/7 |
| 9 | Jazztel | Broadband & pay TV | 81 | 3.9 | — | 3.7 | 3.3 | 4.5 | 7/7 |
| 10 | Lycamobile | Mobile networks | 71 | 3.4 | — | 3.5 | 3.1 | 3.7 | 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 | 114 | 6.6 | — | 6.3 | 6.1 | 7.4 | 7/7 |
| 2 | Tesla | Premium & luxury cars | 106 | 6.1 | — | 7.8 | 5.3 | 5.2 | 7/7 |
| 3 | Volkswagen | Mainstream cars | 102 | 5.9 | — | 5.9 | 5.3 | 6.5 | 7/7 |
| 4 | Cupra | Premium & luxury cars | 102 | 5.9 | — | 6.6 | 5.7 | 5.4 | 7/7 |
| 5 | BMW | Premium & luxury cars | 101 | 5.8 | — | 6.2 | 5.4 | 5.9 | 7/7 |
| 6 | Mercedes-Benz | Premium & luxury cars | 100 | 5.8 | — | 5.9 | 5.3 | 6.0 | 7/7 |
| 7 | Renault | Mainstream cars | 98 | 5.6 | — | 5.6 | 5.1 | 6.2 | 7/7 |
| 8 | Audi | Premium & luxury cars | 94 | 5.4 | — | 5.6 | 5.0 | 5.7 | 7/7 |
| 9 | Kia | Mainstream cars | 93 | 5.4 | — | 5.6 | 4.7 | 5.8 | 7/7 |
| 10 | Hyundai | Mainstream cars | 89 | 5.2 | — | 5.2 | 4.6 | 5.7 | 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 | 125 | 6.2 | — | 7.2 | 5.4 | 5.8 | 7/7 |
| 2 | BlaBlaCar | Transport & ride-hailing | 121 | 6.0 | — | 6.5 | 5.7 | 5.7 | 7/7 |
| 3 | Booking.com | Hotels & holidays | 116 | 5.7 | — | 5.9 | 4.6 | 6.5 | 7/7 |
| 4 | Iberia | Airlines | 116 | 5.7 | — | 5.7 | 5.3 | 6.1 | 7/7 |
| 5 | Binter | Airlines | 109 | 5.4 | — | 5.0 | 5.5 | 5.7 | 7/7 |
| 6 | Renfe | Transport & ride-hailing | 105 | 5.2 | — | 5.0 | 4.5 | 6.0 | 7/7 |
| 7 | Iryo | Transport & ride-hailing | 102 | 5.0 | — | 5.8 | 4.4 | 4.9 | 7/7 |
| 8 | Ouigo | Transport & ride-hailing | 96 | 4.8 | — | 5.7 | 3.8 | 4.8 | 7/7 |
| 9 | Vueling | Airlines | 96 | 4.8 | — | 5.2 | 4.2 | 4.9 | 7/7 |
| 10 | Viajes El Corte Inglés | Hotels & holidays | 96 | 4.8 | — | 4.0 | 4.8 | 5.5 | 7/7 |
| 11 | Ryanair | Airlines | 91 | 4.5 | — | 5.9 | 3.0 | 4.5 | 7/7 |
| 12 | Alsa | Transport & ride-hailing | 89 | 4.4 | — | 4.0 | 3.8 | 5.4 | 7/7 |
| 13 | Air Europa | Airlines | 85 | 4.2 | — | 4.0 | 4.0 | 4.6 | 7/7 |
| 14 | Trivago | Hotels & holidays | 80 | 4.0 | — | 4.5 | 3.2 | 4.2 | 7/7 |
| 15 | eDreams | Hotels & holidays | 72 | 3.5 | — | 4.0 | 2.8 | 3.8 | 7/7 |
Beauty & personal care
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 | L'Oréal Paris | Skincare & cosmetics | 112 | 6.5 | — | 6.7 | 6.0 | 6.8 | 7/7 |
| 2 | La Roche-Posay | Skincare & cosmetics | 112 | 6.5 | — | 6.2 | 6.0 | 7.2 | 7/7 |
| 3 | Isdin | Skincare & cosmetics | 111 | 6.5 | — | 6.3 | 5.8 | 7.3 | 7/7 |
| 4 | Maybelline | Skincare & cosmetics | 108 | 6.3 | — | 6.6 | 5.8 | 6.5 | 7/7 |
| 5 | Dove | Haircare & personal care | 106 | 6.2 | — | 5.8 | 6.0 | 6.7 | 7/7 |
| 6 | Oral-B | Haircare & personal care | 98 | 5.7 | — | 5.6 | 4.7 | 6.8 | 7/7 |
| 7 | Estée Lauder | Skincare & cosmetics | 94 | 5.4 | — | 5.6 | 5.0 | 5.7 | 7/7 |
| 8 | Gillette | Haircare & personal care | 93 | 5.4 | — | 5.4 | 4.5 | 6.2 | 7/7 |
| 9 | Pantene | Haircare & personal care | 90 | 5.2 | — | 4.9 | 4.8 | 6.0 | 7/7 |
| 10 | Signal | Haircare & personal care | 76 | 4.4 | — | 4.0 | 4.0 | 5.3 | 7/7 |
Home & household
10 brands. Index 100 is the segment's average Desire of 5.5 out of 10.
| # | Brand | Sub-segment | Index | Desire /10 | Change | Attraction | Affinity | Attachment | Models |
|---|---|---|---|---|---|---|---|---|---|
| 1 | Thermomix | Home appliances | 141 | 7.8 | — | 7.9 | 7.2 | 8.2 | 7/7 |
| 2 | LG | Home appliances | 111 | 6.1 | — | 6.4 | 5.1 | 6.9 | 7/7 |
| 3 | De'Longhi | Home appliances | 108 | 6.0 | — | 5.8 | 5.3 | 6.7 | 7/7 |
| 4 | Bosch | Home appliances | 105 | 5.8 | — | 5.3 | 5.0 | 7.0 | 7/7 |
| 5 | Cecotec | Home appliances | 97 | 5.3 | — | 5.9 | 4.3 | 5.8 | 7/7 |
| 6 | Fairy | Household products | 97 | 5.3 | — | 5.3 | 4.1 | 6.7 | 7/7 |
| 7 | Ariel | Household products | 93 | 5.1 | — | 5.0 | 3.9 | 6.5 | 7/7 |
| 8 | Finish | Household products | 85 | 4.7 | — | 4.7 | 3.6 | 5.8 | 7/7 |
| 9 | Vileda | Household products | 82 | 4.5 | — | 4.5 | 3.5 | 5.6 | 7/7 |
| 10 | Don Limpio | Household products | 80 | 4.4 | — | 4.1 | 3.5 | 5.6 | 7/7 |
Health & fitness
10 brands. Index 100 is the segment's average Desire of 4.9 out of 10.
| # | Brand | Sub-segment | Index | Desire /10 | Change | Attraction | Affinity | Attachment | Models |
|---|---|---|---|---|---|---|---|---|---|
| 1 | Strava | Gyms & fitness | 144 | 7.0 | — | 7.4 | 6.8 | 7.0 | 7/7 |
| 2 | Go Fit | Gyms & fitness | 106 | 5.2 | — | 4.8 | 5.1 | 5.8 | 7/7 |
| 3 | Sanitas | Health & medicines | 105 | 5.2 | — | 5.2 | 4.6 | 5.8 | 7/7 |
| 4 | Quirónsalud | Health & medicines | 103 | 5.0 | — | 5.3 | 4.1 | 5.7 | 7/7 |
| 5 | Basic-Fit | Gyms & fitness | 99 | 4.9 | — | 4.9 | 4.1 | 5.7 | 7/7 |
| 6 | VivaGym | Gyms & fitness | 96 | 4.7 | — | 4.5 | 4.3 | 5.3 | 7/7 |
| 7 | Adeslas | Health & medicines | 91 | 4.5 | — | 4.4 | 3.8 | 5.3 | 7/7 |
| 8 | Synergym | Gyms & fitness | 87 | 4.3 | — | 3.9 | 4.1 | 4.9 | 7/7 |
| 9 | HM Hospitales | Health & medicines | 85 | 4.2 | — | 4.1 | 3.7 | 4.8 | 7/7 |
| 10 | Asisa | Health & medicines | 83 | 4.1 | — | 3.8 | 3.8 | 4.7 | 7/7 |
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 | Repsol | Energy & fuel | 127 | 5.6 | — | 5.9 | 4.8 | 6.2 | 7/7 |
| 2 | Iberdrola | Energy & fuel | 116 | 5.1 | — | 5.3 | 4.5 | 5.6 | 7/7 |
| 3 | Moeve | Energy & fuel | 92 | 4.0 | — | 4.6 | 3.5 | 4.0 | 6/7 |
| 4 | Galp | Energy & fuel | 85 | 3.7 | — | 3.7 | 3.3 | 4.2 | 7/7 |
| 5 | BP | Energy & fuel | 80 | 3.5 | — | 3.5 | 3.0 | 4.1 | 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
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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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Reference
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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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