Europe · October 2026 · refreshed monthly

The brands AI wants in the United Kingdom

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

Finance

21 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	Nationwide	Banks	121	6.2	—	5.7	6.1	6.7	7/7
2	Trading 212	Investing & savings	118	6.0	—	6.7	5.0	6.3	7/7
3	Vanguard	Investing & savings	116	5.9	—	5.5	5.5	6.7	7/7
4	Compare the Market	Insurance	115	5.9	—	6.9	4.4	6.3	7/7
5	American Express	Cards & payments	115	5.8	—	5.8	5.3	6.4	7/7
6	PayPal	Cards & payments	113	5.8	—	5.6	4.8	6.9	7/7
7	Klarna	Cards & payments	110	5.6	—	6.9	4.4	5.5	7/7
8	MoneySupermarket	Insurance	102	5.2	—	5.7	4.1	5.8	7/7
9	Santander	Banks	101	5.1	—	5.2	4.5	5.7	7/7
10	Hargreaves Lansdown	Investing & savings	99	5.0	—	4.7	4.4	6.0	7/7
11	Halifax	Banks	97	5.0	—	4.5	4.6	5.7	7/7
12	Lloyds Bank	Banks	97	5.0	—	4.8	4.3	5.7	7/7
13	NS&I	Investing & savings	97	4.9	—	4.2	4.9	5.7	7/7
14	Barclays	Banks	96	4.9	—	5.1	4.1	5.5	7/7
15	NatWest	Banks	95	4.8	—	4.8	4.3	5.5	7/7
16	AJ Bell	Investing & savings	88	4.5	—	3.9	4.1	5.4	7/7
17	GoCompare	Insurance	88	4.5	—	5.0	3.4	4.9	7/7
18	Barclaycard	Cards & payments	87	4.4	—	4.1	3.9	5.3	7/7
19	Aviva	Insurance	87	4.4	—	4.2	4.1	4.9	7/7
20	Admiral	Insurance	84	4.3	—	4.5	3.7	4.7	7/7
21	Capital One	Cards & payments	73	3.7	—	3.7	3.2	4.2	7/7

Grocery

11 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	M&S Food	Supermarkets	116	6.9	—	6.9	6.5	7.3	7/7
2	Lidl	Supermarkets	111	6.6	—	7.0	5.4	7.3	7/7
3	Aldi	Supermarkets	109	6.5	—	6.8	5.4	7.3	7/7
4	Ocado	Supermarkets	106	6.3	—	6.6	5.5	6.8	7/7
5	Costco	Supermarkets	102	6.1	—	6.5	5.4	6.4	7/7
6	Tesco	Supermarkets	101	6.0	—	5.6	5.0	7.3	7/7
7	Waitrose	Supermarkets	100	5.9	—	5.4	6.2	6.2	7/7
8	Sainsbury's	Supermarkets	92	5.4	—	4.9	5.0	6.3	7/7
9	Morrisons	Supermarkets	90	5.3	—	5.0	4.9	6.1	7/7
10	Asda	Supermarkets	89	5.3	—	4.9	4.5	6.3	7/7
11	Iceland	Supermarkets	84	5.0	—	5.3	4.2	5.5	7/7

Retail

33 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	IKEA	Home, furniture & DIY	133	6.8	—	7.5	6.1	6.9	7/7
2	Sephora	Health & beauty stores	127	6.5	—	7.3	6.3	5.9	7/7
3	Vinted	Online marketplaces	126	6.5	—	6.7	6.4	6.3	7/7
4	Etsy	Online marketplaces	126	6.5	—	6.8	6.7	5.9	7/7
5	Amazon	Online marketplaces	121	6.2	—	6.5	4.5	7.7	7/7
6	John Lewis	Department & variety stores	121	6.2	—	5.6	6.2	6.8	7/7
7	Marks & Spencer	Department & variety stores	118	6.0	—	5.6	5.7	6.8	7/7
8	Boots	Health & beauty stores	117	6.0	—	5.3	5.4	7.3	7/7
9	Selfridges	Department & variety stores	114	5.8	—	6.8	5.5	5.2	7/7
10	Harrods	Department & variety stores	111	5.7	—	6.8	5.0	5.3	7/7
11	TK Maxx	Department & variety stores	108	5.5	—	6.3	4.6	5.7	7/7
12	Superdrug	Health & beauty stores	107	5.5	—	5.2	4.9	6.5	7/7
13	Holland & Barrett	Health & beauty stores	105	5.4	—	5.2	5.2	5.8	7/7
14	eBay	Online marketplaces	103	5.3	—	5.4	4.6	5.8	7/7
15	Screwfix	Home, furniture & DIY	101	5.2	—	4.8	4.5	6.3	7/7
16	B&Q	Home, furniture & DIY	98	5.0	—	4.7	4.6	5.7	7/7
17	Dunelm	Home, furniture & DIY	96	4.9	—	4.6	4.8	5.4	7/7
18	Shein	Online marketplaces	95	4.9	—	6.5	3.7	4.6	7/7
19	The Perfume Shop	Health & beauty stores	95	4.9	—	4.7	4.7	5.3	7/7
20	CeX	Electricals retail	95	4.9	—	5.2	4.6	4.8	7/7
21	Argos	Electricals retail	94	4.8	—	4.7	4.2	5.5	7/7
22	Home Bargains	Department & variety stores	90	4.6	—	4.7	3.8	5.4	7/7
23	AO	Electricals retail	90	4.6	—	4.7	4.0	5.2	7/7
24	Wickes	Home, furniture & DIY	90	4.6	—	4.3	4.4	5.2	7/7
25	B&M	Department & variety stores	89	4.6	—	4.6	3.8	5.2	7/7
26	Currys	Electricals retail	88	4.5	—	4.6	4.0	5.0	7/7
27	Toolstation	Home, furniture & DIY	88	4.5	—	4.2	4.0	5.3	7/7
28	The Range	Home, furniture & DIY	85	4.4	—	4.6	3.9	4.7	7/7
29	Facebook Marketplace	Online marketplaces	85	4.4	—	4.8	3.8	4.5	7/7
30	Very	Electricals retail	81	4.2	—	4.2	3.8	4.4	7/7
31	Temu	Online marketplaces	80	4.1	—	6.0	2.6	3.7	7/7
32	Gumtree	Online marketplaces	66	3.4	—	3.5	3.1	3.7	7/7
33	Debenhams	Department & variety stores	58	3.0	—	2.8	3.0	3.2	7/7

Fashion

18 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	134	7.5	—	8.0	7.1	7.4	7/7
2	Adidas	Sportswear & footwear	116	6.5	—	6.7	6.3	6.5	7/7
3	Gymshark	Sportswear & footwear	114	6.4	—	6.8	6.6	5.7	7/7
4	Rolex	Luxury	112	6.3	—	7.0	6.0	5.9	7/7
5	Zara	Clothing retail	110	6.2	—	7.2	5.3	6.0	7/7
6	Dior	Luxury	110	6.2	—	7.3	5.7	5.4	7/7
7	Louis Vuitton	Luxury	109	6.1	—	7.3	5.6	5.4	7/7
8	ASOS	Clothing retail	102	5.7	—	6.4	5.0	5.7	7/7
9	Tiffany & Co.	Luxury	101	5.7	—	6.2	5.6	5.3	7/7
10	Next	Clothing retail	101	5.6	—	5.1	5.3	6.5	7/7
11	H&M	Clothing retail	100	5.6	—	5.9	5.0	5.9	7/7
12	Primark	Clothing retail	99	5.5	—	6.1	4.6	5.9	7/7
13	Burberry	Luxury	98	5.5	—	6.2	5.2	5.0	7/7
14	JD Sports	Sportswear & footwear	93	5.2	—	5.6	4.8	5.2	7/7
15	River Island	Clothing retail	86	4.8	—	5.0	4.6	4.9	7/7
16	New Look	Clothing retail	82	4.6	—	4.7	4.2	4.9	7/7
17	Matalan	Clothing retail	68	3.8	—	3.5	3.6	4.3	7/7
18	Sports Direct	Sportswear & footwear	66	3.7	—	3.9	3.0	4.2	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	Yorkshire Tea	Packaged food & hot drinks	124	7.0	—	6.6	6.8	7.6	7/7
2	Guinness	Alcoholic drinks	117	6.6	—	7.1	6.4	6.3	7/7
3	Red Bull	Soft drinks	116	6.5	—	7.5	5.9	6.1	7/7
4	KitKat	Snacks & confectionery	110	6.2	—	6.5	5.3	6.7	7/7
5	Cadbury	Snacks & confectionery	107	6.1	—	6.1	5.4	6.8	7/7
6	Warburtons	Packaged food & hot drinks	107	6.0	—	5.4	5.6	7.0	7/7
7	Coca-Cola	Soft drinks	105	5.9	—	6.2	5.4	6.3	7/7
8	Weetabix	Packaged food & hot drinks	104	5.9	—	5.4	5.2	7.0	7/7
9	Walkers	Snacks & confectionery	103	5.8	—	6.0	5.1	6.3	7/7
10	McVitie's	Packaged food & hot drinks	103	5.8	—	5.3	5.3	6.8	7/7
11	Jack Daniel's	Alcoholic drinks	101	5.7	—	6.1	5.5	5.5	7/7
12	Galaxy	Snacks & confectionery	96	5.4	—	5.4	4.7	6.0	7/7
13	Pepsi	Soft drinks	95	5.3	—	5.8	4.7	5.5	7/7
14	Ferrero Rocher	Snacks & confectionery	93	5.2	—	5.6	4.8	5.3	7/7
15	Quaker	Packaged food & hot drinks	91	5.1	—	4.5	4.8	6.1	7/7
16	Stella Artois	Alcoholic drinks	87	4.9	—	5.0	4.6	5.1	7/7
17	Gordon's	Alcoholic drinks	86	4.9	—	5.0	4.4	5.2	7/7
18	Corona	Alcoholic drinks	86	4.8	—	5.1	4.7	4.7	7/7
19	Tango	Soft drinks	85	4.8	—	5.3	4.3	4.9	7/7
20	Dr Pepper	Soft drinks	85	4.8	—	5.3	4.3	4.8	7/7

Eating out

16 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	Greggs	Fast food & restaurants	127	6.8	—	7.2	6.1	7.3	7/7
2	Pret A Manger	Coffee shops & bakeries	118	6.3	—	6.3	6.1	6.6	7/7
3	Starbucks	Coffee shops & bakeries	116	6.2	—	6.8	5.6	6.4	7/7
4	McDonald's	Fast food & restaurants	111	6.0	—	6.5	4.9	6.5	7/7
5	Wetherspoons	Fast food & restaurants	111	6.0	—	6.1	5.3	6.5	7/7
6	Costa Coffee	Coffee shops & bakeries	103	5.5	—	5.1	5.1	6.4	7/7
7	Deliveroo	Food delivery	103	5.5	—	6.1	4.5	5.9	7/7
8	Just Eat	Food delivery	101	5.5	—	5.8	4.5	6.1	7/7
9	Uber Eats	Food delivery	101	5.4	—	6.2	4.3	5.8	7/7
10	Domino's	Fast food & restaurants	96	5.1	—	5.4	4.4	5.6	7/7
11	KFC	Fast food & restaurants	95	5.1	—	6.0	4.1	5.3	7/7
12	Caffè Nero	Coffee shops & bakeries	95	5.1	—	4.5	5.0	5.8	7/7
13	Blank Street	Coffee shops & bakeries	94	5.1	—	5.8	4.9	4.5	6/7
14	Tesco Whoosh	Food delivery	86	4.6	—	4.3	4.2	5.4	6/7
15	Subway	Fast food & restaurants	83	4.5	—	4.6	4.1	4.8	7/7
16	Foodhub	Food delivery	60	3.2	—	3.0	3.1	3.5	6/7

Technology

25 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	125	7.6	—	8.2	6.5	8.0	7/7
2	Apple	Phones & devices	125	7.5	—	8.1	6.5	8.0	7/7
3	TikTok	Social media & messaging	118	7.2	—	8.5	6.1	6.9	7/7
4	Canva	Software & cloud	116	7.0	—	7.2	6.4	7.5	7/7
5	WhatsApp	Social media & messaging	116	7.0	—	6.1	6.6	8.3	7/7
6	Google	Search & AI assistants	116	7.0	—	7.3	5.6	8.1	7/7
7	ChatGPT	Search & AI assistants	112	6.7	—	8.1	5.1	7.0	7/7
8	Instagram	Social media & messaging	111	6.7	—	7.2	5.9	6.9	7/7
9	Samsung	Phones & devices	107	6.5	—	7.2	5.3	7.0	7/7
10	Reddit	Social media & messaging	106	6.4	—	6.8	6.2	6.4	7/7
11	Google Drive	Software & cloud	106	6.4	—	6.0	5.3	7.9	7/7
12	Microsoft	Phones & devices	104	6.3	—	6.5	5.2	7.1	7/7
13	Microsoft 365	Software & cloud	103	6.2	—	5.8	5.4	7.5	7/7
14	Pinterest	Social media & messaging	102	6.1	—	6.1	6.0	6.3	7/7
15	Zoom	Software & cloud	101	6.1	—	5.9	5.5	6.8	7/7
16	iCloud	Software & cloud	100	6.0	—	5.6	5.5	7.0	7/7
17	LinkedIn	Social media & messaging	95	5.7	—	5.6	5.5	6.1	7/7
18	Amazon Kindle	Phones & devices	94	5.7	—	5.6	4.7	6.7	7/7
19	X	Social media & messaging	88	5.3	—	6.5	4.4	5.1	7/7
20	Claude	Search & AI assistants	87	5.3	—	5.6	4.8	5.4	7/7
21	Gemini	Search & AI assistants	84	5.1	—	5.8	4.1	5.5	7/7
22	Facebook	Social media & messaging	84	5.1	—	5.1	4.4	5.7	7/7
23	Microsoft Copilot	Search & AI assistants	82	5.0	—	5.2	4.2	5.5	7/7
24	HP	Phones & devices	66	4.0	—	3.9	3.4	4.7	7/7
25	Yahoo	Search & AI assistants	53	3.2	—	2.9	3.1	3.6	7/7

Media & entertainment

35 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	Nintendo	Gaming	137	7.5	—	7.8	7.2	7.7	7/7
2	Spotify	Music & audio	135	7.5	—	7.6	6.6	8.2	7/7
3	Steam	Gaming	135	7.4	—	7.4	6.7	8.1	7/7
4	PlayStation	Gaming	133	7.3	—	7.7	6.8	7.5	7/7
5	BBC	Video streaming & TV	132	7.3	—	7.1	6.6	8.0	7/7
6	Netflix	Video streaming & TV	131	7.2	—	8.0	6.0	7.6	7/7
7	The Guardian	News & publishing	124	6.8	—	7.1	6.5	6.8	7/7
8	BBC News	News & publishing	121	6.7	—	6.6	5.9	7.5	7/7
9	Epic Games	Gaming	118	6.5	—	7.4	5.8	6.3	7/7
10	Roblox	Gaming	115	6.3	—	7.4	5.8	5.7	7/7
11	Disney+	Video streaming & TV	114	6.3	—	6.7	5.7	6.5	7/7
12	BBC Sounds	Music & audio	113	6.2	—	5.7	6.1	6.8	7/7
13	YouTube Music	Music & audio	112	6.2	—	6.3	5.8	6.4	7/7
14	SoundCloud	Music & audio	107	5.9	—	6.3	5.9	5.4	7/7
15	Amazon Prime Video	Video streaming & TV	106	5.8	—	6.0	4.8	6.8	7/7
16	The National Lottery	Betting & lottery	106	5.8	—	6.3	5.4	5.8	7/7
17	Sky News	News & publishing	105	5.8	—	6.0	5.1	6.3	7/7
18	ITV	Video streaming & TV	101	5.6	—	5.5	5.0	6.1	7/7
19	Paddy Power	Betting & lottery	97	5.4	—	7.0	4.3	4.7	7/7
20	The Telegraph	News & publishing	97	5.3	—	5.4	5.0	5.6	7/7
21	Daily Mail	News & publishing	88	4.9	—	5.6	3.9	5.1	7/7
22	The Sun	News & publishing	87	4.8	—	5.9	3.6	4.8	7/7
23	People's Postcode Lottery	Betting & lottery	86	4.8	—	4.5	5.1	4.6	7/7
24	Sky Bet	Betting & lottery	86	4.7	—	5.5	3.9	4.7	7/7
25	Bet365	Betting & lottery	82	4.5	—	5.7	3.3	4.7	7/7
26	Daily Mirror	News & publishing	82	4.5	—	4.4	4.2	4.9	7/7
27	Betfair	Betting & lottery	82	4.5	—	5.7	3.5	4.3	7/7
28	Heart	Music & audio	80	4.4	—	3.9	4.3	5.0	7/7
29	William Hill	Betting & lottery	78	4.3	—	4.6	3.7	4.6	7/7
30	Tombola	Betting & lottery	75	4.1	—	4.4	3.9	4.1	7/7
31	Ladbrokes	Betting & lottery	72	4.0	—	4.3	3.4	4.3	7/7
32	Mecca Bingo	Betting & lottery	72	3.9	—	3.8	3.9	4.1	7/7
33	Coral	Betting & lottery	68	3.7	—	3.8	3.3	4.1	7/7
34	Betfred	Betting & lottery	66	3.6	—	3.6	3.3	4.0	7/7
35	Daily Express	News & publishing	60	3.3	—	3.4	2.8	3.7	7/7

Telecoms

10 brands. Index 100 is the segment's average Desire of 5.0 out of 10.

#	Brand	Sub-segment	Index	Desire /10	Change	Attraction	Affinity	Attachment	Models
1	Sky	Broadband & pay TV	120	6.1	—	6.6	5.0	6.5	7/7
2	giffgaff	Mobile networks	119	6.0	—	5.9	5.9	6.1	7/7
3	O2	Mobile networks	116	5.8	—	5.6	5.3	6.5	7/7
4	EE	Mobile networks	106	5.4	—	5.3	4.6	6.2	7/7
5	Vodafone	Mobile networks	103	5.2	—	5.2	4.5	5.9	7/7
6	Virgin Media	Broadband & pay TV	103	5.2	—	5.9	4.2	5.5	7/7
7	Tesco Mobile	Mobile networks	98	4.9	—	4.2	4.6	6.0	7/7
8	NOW	Broadband & pay TV	90	4.5	—	4.8	3.9	4.9	7/7
9	BT	Broadband & pay TV	86	4.3	—	4.1	3.7	5.2	7/7
10	TalkTalk	Broadband & pay TV	59	3.0	—	2.9	2.3	3.7	7/7

Automotive

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	Toyota	Mainstream cars	111	6.2	—	5.5	5.8	7.1	7/7
2	Tesla	Premium & luxury cars	110	6.1	—	7.7	5.2	5.3	7/7
3	Volkswagen	Mainstream cars	108	6.0	—	5.9	5.5	6.6	7/7
4	Mercedes-Benz	Premium & luxury cars	107	5.9	—	6.3	5.3	6.1	7/7
5	BMW	Premium & luxury cars	105	5.8	—	6.1	5.3	6.0	7/7
6	Audi	Premium & luxury cars	98	5.4	—	5.6	5.0	5.7	7/7
7	Land Rover	Premium & luxury cars	97	5.4	—	5.8	5.1	5.3	7/7
8	Hyundai	Mainstream cars	97	5.4	—	5.3	4.8	6.0	7/7
9	BYD	Mainstream cars	85	4.7	—	5.9	4.0	4.3	5/7
10	Vauxhall	Mainstream cars	81	4.5	—	3.8	4.4	5.4	7/7

Travel

16 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	121	6.2	—	7.2	5.5	5.8	7/7
2	Uber	Transport & ride-hailing	114	5.8	—	6.7	4.3	6.4	7/7
3	Eurostar	Transport & ride-hailing	113	5.8	—	6.3	5.3	5.8	7/7
4	Emirates	Airlines	112	5.7	—	6.6	5.0	5.5	7/7
5	Premier Inn	Hotels & holidays	108	5.5	—	4.9	5.1	6.6	7/7
6	Jet2holidays	Hotels & holidays	107	5.5	—	5.4	5.2	6.0	7/7
7	Jet2	Airlines	104	5.3	—	5.0	5.3	5.7	7/7
8	Booking.com	Hotels & holidays	102	5.2	—	5.4	4.3	6.0	7/7
9	Trainline	Transport & ride-hailing	101	5.2	—	5.2	4.2	6.1	7/7
10	TUI	Hotels & holidays	97	4.9	—	5.0	4.6	5.3	7/7
11	British Airways	Airlines	94	4.8	—	5.0	4.5	4.9	7/7
12	LNER	Transport & ride-hailing	94	4.8	—	4.7	4.6	5.1	7/7
13	easyJet	Airlines	92	4.7	—	5.1	4.1	5.0	7/7
14	Ryanair	Airlines	81	4.2	—	5.9	2.8	3.8	7/7
15	National Rail	Transport & ride-hailing	81	4.1	—	3.8	3.8	4.8	7/7
16	Travelodge	Hotels & holidays	80	4.1	—	3.9	3.6	4.8	7/7

Beauty & personal care

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	The Ordinary	Skincare & cosmetics	116	6.7	—	7.3	6.0	6.6	7/7
2	Dove	Haircare & personal care	112	6.4	—	6.1	6.3	6.8	7/7
3	Charlotte Tilbury	Skincare & cosmetics	109	6.2	—	6.9	5.8	6.0	7/7
4	CeraVe	Skincare & cosmetics	105	6.0	—	5.9	5.3	6.7	7/7
5	Oral-B	Haircare & personal care	101	5.8	—	5.7	4.7	6.9	7/7
6	Gillette	Haircare & personal care	97	5.5	—	5.6	4.7	6.3	7/7
7	Estée Lauder	Skincare & cosmetics	96	5.5	—	5.4	5.0	6.0	7/7
8	Lynx	Haircare & personal care	95	5.4	—	5.9	4.7	5.6	7/7
9	Clinique	Skincare & cosmetics	87	5.0	—	4.4	4.8	5.8	7/7
10	Sure	Haircare & personal care	84	4.8	—	4.4	4.2	5.8	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	Ninja	Home appliances	119	6.5	—	7.4	5.3	6.9	7/7
2	Dyson	Home appliances	117	6.4	—	7.5	5.0	6.8	7/7
3	Shark	Home appliances	109	6.0	—	6.4	4.8	6.7	7/7
4	Henry	Home appliances	106	5.8	—	5.2	5.3	6.9	7/7
5	Dettol	Household products	103	5.6	—	5.4	4.6	6.9	7/7
6	Fairy	Household products	102	5.6	—	5.3	4.6	6.9	7/7
7	Ariel	Household products	92	5.0	—	4.8	4.0	6.3	7/7
8	Comfort	Household products	86	4.7	—	4.3	4.0	5.9	7/7
9	Flash	Household products	86	4.7	—	4.4	3.8	5.9	7/7
10	Hoover	Home appliances	80	4.4	—	3.9	3.7	5.4	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	Virgin Active	Gyms & fitness	113	5.5	—	5.5	5.4	5.7	7/7
2	David Lloyd	Gyms & fitness	113	5.5	—	5.1	5.4	6.1	7/7
3	PureGym	Gyms & fitness	108	5.3	—	5.3	4.5	6.1	7/7
4	Nuffield Health	Gyms & fitness	102	5.0	—	4.4	5.1	5.6	7/7
5	The Gym Group	Gyms & fitness	100	4.9	—	4.6	4.3	5.8	7/7
6	Vitabiotics	Health & medicines	98	4.8	—	4.6	4.3	5.5	7/7
7	Lemsip	Health & medicines	93	4.6	—	4.2	3.9	5.7	7/7
8	Bupa	Health & medicines	93	4.5	—	4.2	4.1	5.3	7/7
9	Gaviscon	Health & medicines	92	4.5	—	4.1	3.8	5.7	7/7
10	Lloyds Pharmacy	Health & medicines	87	4.2	—	3.6	3.9	5.2	7/7

Energy

5 brands. Index 100 is the segment's average Desire of 4.0 out of 10.

#	Brand	Sub-segment	Index	Desire /10	Change	Attraction	Affinity	Attachment	Models
1	Octopus Energy	Energy & fuel	159	6.4	—	6.8	5.9	6.5	7/7
2	Shell	Energy & fuel	91	3.7	—	4.1	2.7	4.3	7/7
3	British Gas	Energy & fuel	90	3.6	—	3.7	3.0	4.2	7/7
4	BP	Energy & fuel	87	3.5	—	3.9	2.5	4.2	7/7
5	Esso	Energy & fuel	72	2.9	—	2.9	2.2	3.7	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