Europe · October 2026 · refreshed monthly
The brands AI wants in France
7 AI models were asked how well they know the top brands in France 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
23 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 | BoursoBank | Investing & savings | 137 | 6.5 | — | 7.0 | 5.5 | 7.1 | 7/7 |
| 2 | PayPal | Cards & payments | 131 | 6.3 | — | 6.4 | 5.2 | 7.2 | 7/7 |
| 3 | MAIF | Insurance | 125 | 6.0 | — | 5.2 | 6.7 | 6.0 | 7/7 |
| 4 | Trade Republic | Investing & savings | 123 | 5.9 | — | 7.0 | 4.8 | 5.9 | 7/7 |
| 5 | Macif | Insurance | 119 | 5.7 | — | 4.9 | 6.0 | 6.1 | 7/7 |
| 6 | American Express | Cards & payments | 117 | 5.6 | — | 5.7 | 5.1 | 6.0 | 7/7 |
| 7 | Crédit Agricole | Banks | 112 | 5.4 | — | 4.4 | 5.3 | 6.3 | 7/7 |
| 8 | Fortuneo | Investing & savings | 107 | 5.1 | — | 5.1 | 4.5 | 5.7 | 7/7 |
| 9 | AXA | Insurance | 103 | 4.9 | — | 5.1 | 4.3 | 5.4 | 7/7 |
| 10 | MGEN | Insurance | 100 | 4.8 | — | 3.9 | 5.4 | 5.0 | 7/7 |
| 11 | BNP Paribas | Banks | 100 | 4.8 | — | 4.8 | 4.1 | 5.4 | 7/7 |
| 12 | La Banque Postale | Banks | 96 | 4.6 | — | 3.6 | 4.7 | 5.3 | 7/7 |
| 13 | Société Générale | Banks | 95 | 4.5 | — | 4.4 | 3.9 | 5.3 | 7/7 |
| 14 | Banque Populaire | Banks | 92 | 4.4 | — | 3.6 | 4.4 | 5.2 | 7/7 |
| 15 | Caisse d'Epargne | Banks | 91 | 4.3 | — | 3.4 | 4.3 | 5.3 | 7/7 |
| 16 | Direct Assurance | Insurance | 91 | 4.3 | — | 4.7 | 3.5 | 4.8 | 7/7 |
| 17 | Amundi | Investing & savings | 90 | 4.3 | — | 4.2 | 4.0 | 4.7 | 7/7 |
| 18 | Bourse Direct | Investing & savings | 86 | 4.1 | — | 3.9 | 3.6 | 4.7 | 7/7 |
| 19 | LCL | Banks | 82 | 3.9 | — | 3.4 | 3.8 | 4.6 | 7/7 |
| 20 | CIC | Banks | 81 | 3.9 | — | 3.2 | 3.7 | 4.6 | 7/7 |
| 21 | Cofidis | Cards & payments | 79 | 3.8 | — | 3.8 | 3.2 | 4.2 | 7/7 |
| 22 | Oney | Cards & payments | 75 | 3.6 | — | 3.6 | 3.1 | 4.1 | 7/7 |
| 23 | Cetelem | Cards & payments | 69 | 3.3 | — | 3.3 | 2.8 | 3.8 | 7/7 |
Grocery
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 | Lidl | Supermarkets | 120 | 6.0 | — | 6.4 | 5.0 | 6.7 | 7/7 |
| 2 | E.Leclerc | Supermarkets | 116 | 5.8 | — | 5.6 | 5.1 | 6.7 | 7/7 |
| 3 | Monoprix | Supermarkets | 112 | 5.6 | — | 5.6 | 5.2 | 6.0 | 7/7 |
| 4 | Grand Frais | Supermarkets | 107 | 5.4 | — | 5.4 | 5.0 | 5.7 | 7/7 |
| 5 | Carrefour | Supermarkets | 105 | 5.3 | — | 5.2 | 4.5 | 6.2 | 7/7 |
| 6 | Super U | Supermarkets | 102 | 5.1 | — | 4.3 | 4.9 | 6.2 | 7/7 |
| 7 | Intermarché | Supermarkets | 98 | 4.9 | — | 4.6 | 4.5 | 5.7 | 7/7 |
| 8 | Aldi | Supermarkets | 87 | 4.3 | — | 4.4 | 3.5 | 5.2 | 7/7 |
| 9 | Auchan | Supermarkets | 78 | 3.9 | — | 3.6 | 3.4 | 4.8 | 7/7 |
| 10 | Franprix | Supermarkets | 75 | 3.8 | — | 3.5 | 3.3 | 4.4 | 7/7 |
Retail
31 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 | Sephora | Health & beauty stores | 136 | 7.2 | — | 7.9 | 6.5 | 7.3 | 7/7 |
| 2 | IKEA | Home, furniture & DIY | 132 | 7.0 | — | 7.4 | 6.3 | 7.5 | 7/7 |
| 3 | Aroma-Zone | Health & beauty stores | 126 | 6.7 | — | 6.8 | 6.6 | 6.8 | 7/7 |
| 4 | Rituals | Health & beauty stores | 126 | 6.7 | — | 6.5 | 6.5 | 7.0 | 7/7 |
| 5 | Fnac | Electricals retail | 125 | 6.6 | — | 6.6 | 6.4 | 6.9 | 7/7 |
| 6 | Vinted | Online marketplaces | 122 | 6.5 | — | 6.8 | 6.2 | 6.5 | 7/7 |
| 7 | Amazon | Online marketplaces | 121 | 6.4 | — | 6.7 | 4.8 | 7.8 | 7/7 |
| 8 | Leroy Merlin | Home, furniture & DIY | 121 | 6.4 | — | 6.0 | 6.1 | 7.1 | 7/7 |
| 9 | Back Market | Electricals retail | 115 | 6.1 | — | 6.9 | 5.7 | 5.8 | 7/7 |
| 10 | Leboncoin | Online marketplaces | 115 | 6.1 | — | 6.3 | 5.7 | 6.3 | 7/7 |
| 11 | Etsy | Online marketplaces | 113 | 6.0 | — | 6.3 | 6.3 | 5.3 | 7/7 |
| 12 | Kiko Milano | Health & beauty stores | 110 | 5.9 | — | 6.2 | 5.4 | 6.0 | 7/7 |
| 13 | Maisons du Monde | Home, furniture & DIY | 109 | 5.8 | — | 6.1 | 5.5 | 5.7 | 7/7 |
| 14 | Yves Rocher | Health & beauty stores | 104 | 5.5 | — | 5.0 | 5.4 | 6.1 | 7/7 |
| 15 | Boulanger | Electricals retail | 104 | 5.5 | — | 5.1 | 5.2 | 6.3 | 7/7 |
| 16 | Action | Department & variety stores | 103 | 5.5 | — | 6.2 | 4.2 | 6.0 | 7/7 |
| 17 | Darty | Electricals retail | 101 | 5.3 | — | 4.9 | 5.0 | 6.2 | 7/7 |
| 18 | Castorama | Home, furniture & DIY | 94 | 5.0 | — | 4.7 | 4.5 | 5.7 | 7/7 |
| 19 | eBay | Online marketplaces | 89 | 4.8 | — | 5.1 | 4.2 | 4.9 | 7/7 |
| 20 | Gifi | Department & variety stores | 88 | 4.7 | — | 5.1 | 3.8 | 5.0 | 7/7 |
| 21 | ManoMano | Online marketplaces | 86 | 4.6 | — | 4.8 | 4.2 | 4.8 | 7/7 |
| 22 | Electro Dépôt | Electricals retail | 82 | 4.3 | — | 4.4 | 3.8 | 4.8 | 7/7 |
| 23 | Brico Dépôt | Home, furniture & DIY | 80 | 4.3 | — | 4.0 | 3.8 | 5.0 | 7/7 |
| 24 | But | Home, furniture & DIY | 77 | 4.1 | — | 3.8 | 3.9 | 4.6 | 7/7 |
| 25 | Centrakor | Department & variety stores | 77 | 4.1 | — | 4.1 | 3.7 | 4.6 | 7/7 |
| 26 | Cdiscount | Online marketplaces | 77 | 4.1 | — | 4.3 | 3.2 | 4.7 | 7/7 |
| 27 | La Foir'Fouille | Department & variety stores | 77 | 4.1 | — | 4.3 | 3.5 | 4.5 | 7/7 |
| 28 | Conforama | Home, furniture & DIY | 76 | 4.0 | — | 3.9 | 3.8 | 4.5 | 7/7 |
| 29 | Temu | Online marketplaces | 74 | 3.9 | — | 5.7 | 2.4 | 3.6 | 7/7 |
| 30 | AliExpress | Online marketplaces | 72 | 3.8 | — | 5.0 | 2.5 | 4.0 | 7/7 |
| 31 | B&M | Department & variety stores | 70 | 3.7 | — | 3.9 | 3.2 | 4.1 | 7/7 |
Fashion
21 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 | 133 | 7.3 | — | 8.1 | 6.7 | 7.1 | 7/7 |
| 2 | Decathlon | Sportswear & footwear | 123 | 6.7 | — | 6.4 | 6.2 | 7.5 | 7/7 |
| 3 | Hermès | Luxury | 122 | 6.7 | — | 7.7 | 6.3 | 6.0 | 7/7 |
| 4 | Louis Vuitton | Luxury | 122 | 6.6 | — | 7.7 | 6.0 | 6.3 | 7/7 |
| 5 | Chanel | Luxury | 120 | 6.5 | — | 7.5 | 6.0 | 6.1 | 7/7 |
| 6 | Adidas | Sportswear & footwear | 118 | 6.4 | — | 6.8 | 6.1 | 6.5 | 7/7 |
| 7 | Saint Laurent | Luxury | 112 | 6.1 | — | 7.0 | 5.6 | 5.6 | 7/7 |
| 8 | Zara | Clothing retail | 107 | 5.8 | — | 6.9 | 4.6 | 5.9 | 7/7 |
| 9 | Longchamp | Luxury | 106 | 5.8 | — | 5.4 | 5.7 | 6.3 | 7/7 |
| 10 | New Balance | Sportswear & footwear | 100 | 5.5 | — | 5.8 | 5.3 | 5.4 | 7/7 |
| 11 | Uniqlo | Clothing retail | 99 | 5.4 | — | 5.5 | 4.7 | 6.0 | 7/7 |
| 12 | Mango | Clothing retail | 96 | 5.2 | — | 5.5 | 4.8 | 5.3 | 7/7 |
| 13 | Asics | Sportswear & footwear | 96 | 5.2 | — | 5.1 | 5.1 | 5.5 | 7/7 |
| 14 | H&M | Clothing retail | 96 | 5.2 | — | 5.7 | 4.5 | 5.5 | 7/7 |
| 15 | Zalando | Clothing retail | 91 | 5.0 | — | 5.3 | 4.2 | 5.5 | 7/7 |
| 16 | Kiabi | Clothing retail | 85 | 4.6 | — | 4.1 | 4.3 | 5.4 | 7/7 |
| 17 | Bershka | Clothing retail | 84 | 4.6 | — | 5.5 | 4.0 | 4.3 | 7/7 |
| 18 | Shein | Clothing retail | 79 | 4.3 | — | 6.6 | 2.8 | 3.5 | 7/7 |
| 19 | Primark | Clothing retail | 77 | 4.2 | — | 5.0 | 3.3 | 4.3 | 7/7 |
| 20 | Promod | Clothing retail | 69 | 3.7 | — | 3.3 | 3.8 | 4.1 | 7/7 |
| 21 | Gémo | Clothing retail | 66 | 3.6 | — | 3.1 | 3.4 | 4.3 | 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 | Nespresso | Packaged food & hot drinks | 116 | 6.5 | — | 6.9 | 5.7 | 6.8 | 7/7 |
| 2 | Red Bull | Soft drinks | 114 | 6.4 | — | 7.4 | 5.7 | 6.1 | 7/7 |
| 3 | Picard | Packaged food & hot drinks | 113 | 6.3 | — | 6.3 | 5.7 | 6.9 | 7/7 |
| 4 | Nutella | Packaged food & hot drinks | 111 | 6.2 | — | 6.5 | 5.3 | 6.7 | 7/7 |
| 5 | Kinder | Snacks & confectionery | 109 | 6.1 | — | 6.3 | 5.3 | 6.5 | 7/7 |
| 6 | Ricard | Alcoholic drinks | 106 | 5.9 | — | 5.9 | 6.0 | 5.9 | 7/7 |
| 7 | Moët & Chandon | Alcoholic drinks | 105 | 5.9 | — | 6.4 | 5.9 | 5.2 | 7/7 |
| 8 | Haribo | Snacks & confectionery | 105 | 5.8 | — | 6.1 | 5.1 | 6.3 | 7/7 |
| 9 | Lindt | Snacks & confectionery | 103 | 5.7 | — | 5.8 | 5.4 | 6.0 | 7/7 |
| 10 | Coca-Cola | Soft drinks | 103 | 5.7 | — | 6.1 | 5.0 | 6.1 | 7/7 |
| 11 | Danone | Packaged food & hot drinks | 98 | 5.5 | — | 5.2 | 4.9 | 6.3 | 7/7 |
| 12 | Evian | Soft drinks | 96 | 5.3 | — | 5.1 | 4.9 | 6.0 | 7/7 |
| 13 | M&M's | Snacks & confectionery | 96 | 5.3 | — | 5.9 | 4.7 | 5.4 | 7/7 |
| 14 | Monster Energy | Soft drinks | 95 | 5.3 | — | 6.3 | 4.6 | 5.0 | 7/7 |
| 15 | Hennessy | Alcoholic drinks | 92 | 5.2 | — | 5.8 | 5.1 | 4.5 | 7/7 |
| 16 | Jack Daniel's | Alcoholic drinks | 92 | 5.1 | — | 5.6 | 5.1 | 4.7 | 7/7 |
| 17 | Oasis | Soft drinks | 91 | 5.1 | — | 5.2 | 4.7 | 5.4 | 7/7 |
| 18 | Heineken | Alcoholic drinks | 89 | 5.0 | — | 5.1 | 4.7 | 5.0 | 7/7 |
| 19 | Nescafé | Packaged food & hot drinks | 87 | 4.9 | — | 4.6 | 4.1 | 6.0 | 7/7 |
| 20 | BN | Snacks & confectionery | 79 | 4.4 | — | 4.2 | 4.0 | 5.1 | 7/7 |
Eating out
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 | McDonald's | Fast food & restaurants | 119 | 5.8 | — | 6.5 | 4.8 | 6.2 | 7/7 |
| 2 | Starbucks | Coffee shops & bakeries | 116 | 5.7 | — | 6.5 | 5.0 | 5.5 | 7/7 |
| 3 | Uber Eats | Food delivery | 115 | 5.6 | — | 6.3 | 4.3 | 6.2 | 7/7 |
| 4 | Paul | Coffee shops & bakeries | 114 | 5.5 | — | 5.3 | 5.3 | 6.1 | 7/7 |
| 5 | Deliveroo | Food delivery | 111 | 5.4 | — | 6.0 | 4.3 | 6.0 | 7/7 |
| 6 | Burger King | Fast food & restaurants | 100 | 4.9 | — | 5.5 | 4.1 | 4.9 | 7/7 |
| 7 | Domino's | Food delivery | 98 | 4.8 | — | 4.8 | 4.0 | 5.5 | 7/7 |
| 8 | Picnic | Food delivery | 97 | 4.8 | — | 5.0 | 4.2 | 5.1 | 7/7 |
| 9 | Domino's Pizza | Fast food & restaurants | 97 | 4.7 | — | 5.2 | 4.1 | 4.9 | 7/7 |
| 10 | KFC | Fast food & restaurants | 95 | 4.6 | — | 5.4 | 3.9 | 4.6 | 7/7 |
| 11 | Chronodrive | Food delivery | 94 | 4.6 | — | 4.1 | 3.9 | 5.7 | 7/7 |
| 12 | La Mie Câline | Coffee shops & bakeries | 94 | 4.6 | — | 4.1 | 4.5 | 5.1 | 7/7 |
| 13 | Ange | Coffee shops & bakeries | 88 | 4.3 | — | 4.0 | 4.1 | 4.7 | 6/7 |
| 14 | Quick | Fast food & restaurants | 87 | 4.2 | — | 4.5 | 3.8 | 4.4 | 7/7 |
| 15 | Feuillette | Coffee shops & bakeries | 77 | 3.7 | — | 3.6 | 3.7 | 3.9 | 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 | YouTube | Social media & messaging | 126 | 7.7 | — | 8.0 | 6.8 | 8.2 | 7/7 |
| 2 | TikTok | Social media & messaging | 119 | 7.2 | — | 8.5 | 6.2 | 6.9 | 7/7 |
| 3 | Apple | Phones & devices | 118 | 7.1 | — | 7.7 | 6.2 | 7.6 | 7/7 |
| 4 | Canva | Software & cloud | 115 | 7.0 | — | 7.3 | 6.5 | 7.2 | 7/7 |
| 5 | Search & AI assistants | 115 | 7.0 | — | 7.4 | 5.3 | 8.2 | 7/7 | |
| 6 | Notion | Software & cloud | 114 | 6.9 | — | 7.2 | 6.5 | 7.0 | 7/7 |
| 7 | ChatGPT | Search & AI assistants | 113 | 6.9 | — | 8.3 | 5.2 | 7.2 | 7/7 |
| 8 | Social media & messaging | 113 | 6.9 | — | 7.4 | 6.3 | 6.9 | 7/7 | |
| 9 | Discord | Social media & messaging | 112 | 6.8 | — | 7.0 | 6.6 | 6.9 | 7/7 |
| 10 | Social media & messaging | 111 | 6.7 | — | 6.3 | 5.8 | 8.1 | 7/7 | |
| 11 | Samsung | Phones & devices | 109 | 6.6 | — | 7.2 | 5.5 | 7.1 | 7/7 |
| 12 | Apple iCloud | Software & cloud | 108 | 6.5 | — | 6.3 | 5.7 | 7.6 | 7/7 |
| 13 | Social media & messaging | 107 | 6.5 | — | 7.0 | 6.4 | 6.2 | 7/7 | |
| 14 | Social media & messaging | 104 | 6.3 | — | 6.4 | 6.2 | 6.3 | 7/7 | |
| 15 | Sony | Phones & devices | 101 | 6.2 | — | 6.4 | 5.7 | 6.4 | 7/7 |
| 16 | Microsoft | Software & cloud | 99 | 6.0 | — | 5.9 | 5.0 | 7.2 | 7/7 |
| 17 | Adobe | Software & cloud | 99 | 6.0 | — | 6.4 | 5.3 | 6.3 | 7/7 |
| 18 | Snapchat | Social media & messaging | 99 | 6.0 | — | 6.7 | 5.5 | 5.8 | 7/7 |
| 19 | Social media & messaging | 95 | 5.7 | — | 5.8 | 5.4 | 6.1 | 7/7 | |
| 20 | Xiaomi | Phones & devices | 91 | 5.5 | — | 6.1 | 4.4 | 6.1 | 7/7 |
| 21 | Gemini | Search & AI assistants | 89 | 5.4 | — | 6.1 | 4.3 | 5.8 | 7/7 |
| 22 | Claude | Search & AI assistants | 87 | 5.3 | — | 5.6 | 4.8 | 5.4 | 7/7 |
| 23 | X | Social media & messaging | 82 | 5.0 | — | 6.3 | 4.0 | 4.7 | 7/7 |
| 24 | Copilot | Search & AI assistants | 82 | 5.0 | — | 5.2 | 4.1 | 5.5 | 7/7 |
| 25 | Social media & messaging | 79 | 4.8 | — | 4.7 | 4.3 | 5.4 | 7/7 | |
| 26 | HP | Phones & devices | 69 | 4.2 | — | 3.8 | 3.7 | 5.1 | 7/7 |
| 27 | Yahoo | Search & AI assistants | 46 | 2.8 | — | 2.6 | 2.6 | 3.2 | 7/7 |
Media & entertainment
33 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 | 135 | 7.7 | — | 8.1 | 6.8 | 8.1 | 7/7 |
| 2 | Nintendo | Gaming | 132 | 7.5 | — | 7.9 | 7.1 | 7.5 | 7/7 |
| 3 | Steam | Gaming | 129 | 7.3 | — | 7.5 | 6.7 | 7.7 | 7/7 |
| 4 | PlayStation | Gaming | 125 | 7.1 | — | 7.6 | 6.6 | 7.1 | 7/7 |
| 5 | Netflix | Video streaming & TV | 125 | 7.1 | — | 8.0 | 5.9 | 7.5 | 7/7 |
| 6 | France Inter | Music & audio | 123 | 7.0 | — | 6.6 | 6.8 | 7.5 | 7/7 |
| 7 | Le Monde | News & publishing | 123 | 7.0 | — | 7.1 | 6.6 | 7.2 | 7/7 |
| 8 | Arte | Video streaming & TV | 116 | 6.6 | — | 6.6 | 6.5 | 6.8 | 7/7 |
| 9 | YouTube Music | Music & audio | 108 | 6.2 | — | 6.5 | 5.7 | 6.3 | 7/7 |
| 10 | France Télévisions | Video streaming & TV | 108 | 6.1 | — | 5.5 | 5.9 | 6.9 | 7/7 |
| 11 | Epic Games | Gaming | 104 | 5.9 | — | 6.9 | 5.3 | 5.6 | 7/7 |
| 12 | Amazon Prime Video | Video streaming & TV | 102 | 5.8 | — | 6.1 | 4.6 | 6.7 | 7/7 |
| 13 | Ouest-France | News & publishing | 101 | 5.8 | — | 5.0 | 6.0 | 6.3 | 7/7 |
| 14 | Canal+ | Video streaming & TV | 100 | 5.7 | — | 6.2 | 4.9 | 5.9 | 7/7 |
| 15 | Le Figaro | News & publishing | 100 | 5.7 | — | 5.8 | 5.3 | 6.0 | 7/7 |
| 16 | Libération | News & publishing | 100 | 5.7 | — | 6.1 | 5.6 | 5.3 | 7/7 |
| 17 | TF1 | Video streaming & TV | 98 | 5.6 | — | 5.6 | 4.9 | 6.2 | 7/7 |
| 18 | RTL | Music & audio | 96 | 5.4 | — | 5.2 | 5.1 | 6.0 | 7/7 |
| 19 | FDJ Française des Jeux | Betting & lottery | 95 | 5.4 | — | 5.4 | 5.0 | 5.8 | 7/7 |
| 20 | EuroMillions | Betting & lottery | 95 | 5.4 | — | 6.1 | 4.7 | 5.4 | 7/7 |
| 21 | Le Parisien | News & publishing | 94 | 5.4 | — | 5.3 | 5.0 | 5.8 | 7/7 |
| 22 | Deezer | Music & audio | 93 | 5.3 | — | 5.0 | 5.2 | 5.7 | 7/7 |
| 23 | PMU | Betting & lottery | 92 | 5.2 | — | 5.3 | 5.0 | 5.5 | 7/7 |
| 24 | M6 | Video streaming & TV | 92 | 5.2 | — | 5.2 | 4.7 | 5.7 | 7/7 |
| 25 | Loto | Betting & lottery | 89 | 5.1 | — | 5.1 | 4.7 | 5.3 | 7/7 |
| 26 | BFMTV | News & publishing | 87 | 4.9 | — | 6.0 | 3.7 | 5.1 | 7/7 |
| 27 | Betclic | Betting & lottery | 85 | 4.8 | — | 5.8 | 4.2 | 4.6 | 7/7 |
| 28 | 20 Minutes | News & publishing | 85 | 4.8 | — | 5.1 | 4.2 | 5.2 | 7/7 |
| 29 | Parions Sport | Betting & lottery | 83 | 4.7 | — | 5.2 | 4.3 | 4.6 | 7/7 |
| 30 | Paris Match | News & publishing | 77 | 4.4 | — | 4.8 | 4.1 | 4.4 | 7/7 |
| 31 | Instant Gaming | Gaming | 75 | 4.3 | — | 4.8 | 3.3 | 4.6 | 7/7 |
| 32 | CNews | News & publishing | 69 | 3.9 | — | 5.3 | 2.7 | 3.8 | 7/7 |
| 33 | ZEturf | Betting & lottery | 62 | 3.5 | — | 3.8 | 3.3 | 3.4 | 7/7 |
Telecoms
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 | Free | Broadband & pay TV | 127 | 6.7 | — | 7.2 | 5.5 | 7.3 | 7/7 |
| 2 | Free Mobile | Mobile networks | 119 | 6.3 | — | 7.2 | 5.1 | 6.5 | 7/7 |
| 3 | Orange | Mobile networks | 116 | 6.1 | — | 5.8 | 5.5 | 7.0 | 7/7 |
| 4 | Molotov | Broadband & pay TV | 100 | 5.3 | — | 5.6 | 4.7 | 5.5 | 7/7 |
| 5 | Sosh | Mobile networks | 98 | 5.2 | — | 5.0 | 4.6 | 5.8 | 7/7 |
| 6 | Starlink | Broadband & pay TV | 95 | 5.0 | — | 6.8 | 3.6 | 4.5 | 7/7 |
| 7 | beIN Sports | Broadband & pay TV | 95 | 5.0 | — | 5.2 | 4.8 | 4.9 | 7/7 |
| 8 | Bouygues Telecom | Mobile networks | 89 | 4.7 | — | 4.4 | 4.1 | 5.6 | 7/7 |
| 9 | SFR | Mobile networks | 81 | 4.3 | — | 4.4 | 3.5 | 4.9 | 7/7 |
| 10 | DAZN | Broadband & pay TV | 80 | 4.2 | — | 4.9 | 3.9 | 3.9 | 7/7 |
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 | Tesla | Premium & luxury cars | 111 | 6.3 | — | 7.9 | 5.6 | 5.5 | 7/7 |
| 2 | Porsche | Premium & luxury cars | 108 | 6.2 | — | 6.8 | 6.0 | 5.7 | 7/7 |
| 3 | Renault | Mainstream cars | 103 | 5.9 | — | 6.2 | 5.3 | 6.2 | 7/7 |
| 4 | BMW | Premium & luxury cars | 102 | 5.8 | — | 6.1 | 5.5 | 6.0 | 7/7 |
| 5 | Mercedes-Benz | Premium & luxury cars | 101 | 5.8 | — | 6.0 | 5.4 | 6.0 | 7/7 |
| 6 | Toyota | Mainstream cars | 99 | 5.7 | — | 5.1 | 5.3 | 6.6 | 7/7 |
| 7 | Peugeot | Mainstream cars | 99 | 5.7 | — | 5.7 | 5.1 | 6.1 | 7/7 |
| 8 | Volkswagen | Mainstream cars | 94 | 5.4 | — | 5.4 | 4.8 | 6.1 | 7/7 |
| 9 | Lamborghini | Premium & luxury cars | 93 | 5.3 | — | 7.3 | 4.8 | 3.9 | 7/7 |
| 10 | Citroën | Mainstream cars | 88 | 5.0 | — | 5.2 | 4.5 | 5.5 | 7/7 |
Travel
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 | Airbnb | Hotels & holidays | 132 | 6.6 | — | 7.7 | 5.7 | 6.3 | 7/7 |
| 2 | BlaBlaCar | Transport & ride-hailing | 132 | 6.5 | — | 6.7 | 6.3 | 6.6 | 7/7 |
| 3 | Air France | Airlines | 111 | 5.5 | — | 5.7 | 5.1 | 5.7 | 7/7 |
| 4 | Booking.com | Hotels & holidays | 110 | 5.5 | — | 5.6 | 4.5 | 6.3 | 7/7 |
| 5 | Center Parcs | Hotels & holidays | 109 | 5.4 | — | 5.2 | 5.4 | 5.6 | 7/7 |
| 6 | Ouigo | Transport & ride-hailing | 108 | 5.4 | — | 5.8 | 4.6 | 5.7 | 7/7 |
| 7 | SNCF Connect | Transport & ride-hailing | 107 | 5.3 | — | 5.0 | 4.7 | 6.2 | 7/7 |
| 8 | Trainline | Transport & ride-hailing | 102 | 5.1 | — | 5.0 | 4.5 | 5.7 | 7/7 |
| 9 | FlixBus | Transport & ride-hailing | 94 | 4.6 | — | 5.0 | 4.0 | 4.9 | 7/7 |
| 10 | easyJet | Airlines | 93 | 4.6 | — | 4.9 | 3.9 | 5.0 | 7/7 |
| 11 | Voyage Privé | Hotels & holidays | 88 | 4.4 | — | 4.6 | 3.8 | 4.7 | 7/7 |
| 12 | Pierre & Vacances | Hotels & holidays | 84 | 4.2 | — | 3.7 | 4.0 | 4.7 | 7/7 |
| 13 | Transavia | Airlines | 81 | 4.0 | — | 3.8 | 3.8 | 4.4 | 7/7 |
| 14 | Ryanair | Airlines | 79 | 3.9 | — | 5.5 | 2.5 | 3.8 | 7/7 |
| 15 | Volotea | Airlines | 71 | 3.5 | — | 3.8 | 3.2 | 3.5 | 7/7 |
Beauty & personal care
10 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 | La Roche-Posay | Skincare & cosmetics | 119 | 6.7 | — | 6.3 | 6.2 | 7.6 | 7/7 |
| 2 | Clarins | Skincare & cosmetics | 109 | 6.2 | — | 5.7 | 5.8 | 6.9 | 7/7 |
| 3 | Caudalie | Skincare & cosmetics | 107 | 6.0 | — | 6.0 | 5.8 | 6.3 | 7/7 |
| 4 | Nuxe | Skincare & cosmetics | 104 | 5.9 | — | 5.8 | 5.5 | 6.3 | 7/7 |
| 5 | Kérastase | Haircare & personal care | 103 | 5.8 | — | 6.1 | 5.4 | 5.9 | 7/7 |
| 6 | Vichy | Skincare & cosmetics | 100 | 5.6 | — | 5.1 | 5.2 | 6.5 | 7/7 |
| 7 | Garnier | Haircare & personal care | 98 | 5.5 | — | 5.5 | 4.9 | 6.2 | 7/7 |
| 8 | Oral-B | Haircare & personal care | 96 | 5.4 | — | 5.3 | 4.4 | 6.5 | 7/7 |
| 9 | Schwarzkopf | Haircare & personal care | 86 | 4.9 | — | 4.9 | 4.5 | 5.3 | 7/7 |
| 10 | Signal | Haircare & personal care | 78 | 4.4 | — | 4.0 | 3.8 | 5.3 | 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 | Thermomix | Home appliances | 137 | 6.8 | — | 7.0 | 6.4 | 6.9 | 7/7 |
| 2 | Dyson | Home appliances | 127 | 6.3 | — | 7.5 | 5.2 | 6.3 | 7/7 |
| 3 | Philips | Home appliances | 113 | 5.6 | — | 5.3 | 5.0 | 6.6 | 7/7 |
| 4 | De'Longhi | Home appliances | 105 | 5.2 | — | 5.1 | 4.7 | 5.9 | 7/7 |
| 5 | Moulinex | Home appliances | 104 | 5.2 | — | 4.5 | 4.8 | 6.2 | 7/7 |
| 6 | Ariel | Household products | 90 | 4.5 | — | 4.4 | 3.5 | 5.5 | 7/7 |
| 7 | Mr Propre | Household products | 87 | 4.3 | — | 4.4 | 3.4 | 5.2 | 7/7 |
| 8 | Le Chat | Household products | 83 | 4.1 | — | 3.8 | 3.5 | 5.1 | 7/7 |
| 9 | Lotus | Household products | 80 | 4.0 | — | 3.7 | 3.3 | 4.9 | 7/7 |
| 10 | Sun | Household products | 73 | 3.6 | — | 3.4 | 3.0 | 4.3 | 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 | 147 | 7.2 | — | 7.4 | 6.9 | 7.3 | 7/7 |
| 2 | Doctolib | Health & medicines | 125 | 6.1 | — | 6.3 | 4.7 | 7.3 | 7/7 |
| 3 | Fitness Park | Gyms & fitness | 105 | 5.2 | — | 5.1 | 4.8 | 5.7 | 7/7 |
| 4 | Basic-Fit | Gyms & fitness | 105 | 5.1 | — | 5.0 | 4.5 | 5.9 | 7/7 |
| 5 | Doliprane | Health & medicines | 104 | 5.1 | — | 4.2 | 4.3 | 6.9 | 7/7 |
| 6 | L'Orange Bleue | Gyms & fitness | 95 | 4.6 | — | 4.2 | 4.7 | 5.0 | 7/7 |
| 7 | Keepcool | Gyms & fitness | 84 | 4.1 | — | 3.7 | 4.2 | 4.5 | 7/7 |
| 8 | Gaviscon | Health & medicines | 82 | 4.0 | — | 3.5 | 3.4 | 5.0 | 7/7 |
| 9 | Spasfon | Health & medicines | 78 | 3.8 | — | 3.2 | 3.3 | 5.0 | 7/7 |
| 10 | Smecta | Health & medicines | 75 | 3.7 | — | 3.3 | 3.1 | 4.6 | 7/7 |
Energy
5 brands. Index 100 is the segment's average Desire of 4.2 out of 10.
| # | Brand | Sub-segment | Index | Desire /10 | Change | Attraction | Affinity | Attachment | Models |
|---|---|---|---|---|---|---|---|---|---|
| 1 | Octopus Energy | Energy & fuel | 126 | 5.3 | — | 5.9 | 4.9 | 5.2 | 6/7 |
| 2 | EDF | Energy & fuel | 109 | 4.6 | — | 4.8 | 3.7 | 5.4 | 7/7 |
| 3 | TotalEnergies | Energy & fuel | 100 | 4.3 | — | 4.9 | 2.9 | 5.0 | 7/7 |
| 4 | Engie | Energy & fuel | 99 | 4.2 | — | 4.3 | 3.5 | 4.8 | 7/7 |
| 5 | Avia | Energy & fuel | 65 | 2.8 | — | 2.5 | 2.5 | 3.4 | 6/7 |
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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