Asia-Pacific · October 2026 · refreshed monthly

The brands AI wants in Indonesia

7 AI models were asked how well they know the top brands in Indonesia 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

24 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	GoPay	Cards & payments	124	6.8	—	7.0	5.9	7.5	7/7
2	BCA	Banks	123	6.8	—	6.6	5.8	7.8	7/7
3	Mandiri	Banks	119	6.5	—	6.4	5.7	7.4	7/7
4	BRI	Banks	116	6.3	—	6.1	5.8	7.1	7/7
5	QRIS	Cards & payments	115	6.3	—	6.4	5.5	7.1	7/7
6	OVO	Cards & payments	106	5.8	—	5.7	5.1	6.6	7/7
7	BPJS Kesehatan	Insurance	106	5.8	—	5.6	5.2	6.6	7/7
8	DANA	Cards & payments	106	5.8	—	5.8	4.9	6.6	7/7
9	Ajaib	Investing & savings	104	5.7	—	6.1	5.1	6.0	7/7
10	BSI	Banks	104	5.7	—	5.6	5.7	5.8	7/7
11	Stockbit	Investing & savings	104	5.7	—	6.2	5.4	5.6	7/7
12	SeaBank	Banks	103	5.7	—	6.0	4.7	6.3	7/7
13	Pegadaian	Investing & savings	101	5.5	—	5.1	5.2	6.3	7/7
14	CIMB Niaga	Banks	101	5.5	—	5.5	5.0	6.1	7/7
15	BNI	Banks	100	5.5	—	5.2	5.0	6.2	7/7
16	Prudential	Insurance	95	5.2	—	5.5	4.7	5.5	7/7
17	BPJS Ketenagakerjaan	Investing & savings	94	5.2	—	4.5	4.8	6.2	7/7
18	Allianz	Insurance	91	5.0	—	5.0	4.5	5.4	7/7
19	Indodax	Investing & savings	88	4.8	—	5.6	4.2	4.6	7/7
20	Kredivo	Cards & payments	85	4.7	—	5.3	3.7	5.0	7/7
21	BTN	Banks	82	4.5	—	4.2	4.2	5.2	7/7
22	Permata	Banks	82	4.5	—	4.4	4.2	5.0	7/7
23	Sinarmas	Insurance	76	4.2	—	4.2	3.8	4.5	7/7
24	Jasa Raharja	Insurance	75	4.1	—	4.0	3.8	4.5	7/7

Grocery

7 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	Indomaret	Supermarkets	109	5.7	—	5.2	4.8	7.0	7/7
2	Alfamart	Supermarkets	109	5.7	—	5.2	4.8	7.0	7/7
3	FamilyMart	Supermarkets	107	5.6	—	6.1	5.1	5.6	7/7
4	Superindo	Supermarkets	105	5.5	—	5.0	5.0	6.3	7/7
5	Alfamidi	Supermarkets	93	4.8	—	4.4	4.3	5.8	7/7
6	Lawson	Supermarkets	92	4.8	—	5.2	4.5	4.7	7/7
7	Circle K	Supermarkets	85	4.5	—	4.7	4.1	4.5	7/7

Retail

25 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	Shopee	Online marketplaces	139	7.3	—	8.0	6.1	7.8	7/7
2	Tokopedia	Online marketplaces	131	6.9	—	6.9	6.3	7.4	7/7
3	IKEA	Home, furniture & DIY	125	6.6	—	7.2	6.2	6.4	7/7
4	Sociolla	Health & beauty stores	122	6.4	—	6.7	6.2	6.3	7/7
5	iBox	Electricals retail	121	6.4	—	6.6	6.2	6.4	7/7
6	Sephora	Health & beauty stores	121	6.3	—	7.0	6.2	5.9	7/7
7	Miniso	Department & variety stores	114	6.0	—	6.8	5.2	5.9	7/7
8	Erafone	Electricals retail	103	5.4	—	5.4	4.9	5.9	7/7
9	Mr. DIY	Department & variety stores	101	5.3	—	5.3	4.5	6.1	7/7
10	Sarinah	Department & variety stores	101	5.3	—	5.6	5.7	4.7	7/7
11	Guardian	Health & beauty stores	98	5.2	—	5.1	4.6	5.8	7/7
12	Lazada	Online marketplaces	97	5.1	—	5.3	4.4	5.5	7/7
13	Blibli	Online marketplaces	93	4.9	—	4.8	4.5	5.4	7/7
14	Jakartanotebook	Electricals retail	92	4.8	—	5.0	4.6	5.0	7/7
15	Matahari	Department & variety stores	91	4.8	—	4.5	4.5	5.4	7/7
16	Apotek K24	Health & beauty stores	91	4.8	—	4.7	4.0	5.6	7/7
17	Digimap	Electricals retail	89	4.7	—	4.6	4.6	4.9	6/7
18	Informa	Home, furniture & DIY	89	4.7	—	4.7	4.4	4.9	7/7
19	Kimia Farma	Health & beauty stores	89	4.7	—	4.2	4.1	5.7	7/7
20	Hartono Elektronika	Electricals retail	87	4.6	—	4.2	4.3	5.3	7/7
21	Ruparupa	Home, furniture & DIY	84	4.4	—	4.6	3.9	4.8	7/7
22	OLX	Online marketplaces	82	4.3	—	4.6	3.9	4.4	7/7
23	Mitra10	Home, furniture & DIY	81	4.2	—	4.2	3.7	4.8	7/7
24	Ramayana	Department & variety stores	79	4.1	—	3.6	4.0	4.7	7/7
25	AZKO	Home, furniture & DIY	78	4.1	—	4.1	3.9	4.3	4/7

Fashion

16 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	Nike	Sportswear & footwear	132	7.9	—	8.3	7.6	7.8	7/7
2	Adidas	Sportswear & footwear	113	6.8	—	6.9	6.6	6.8	7/7
3	Uniqlo	Clothing retail	110	6.6	—	6.7	5.8	7.2	7/7
4	Louis Vuitton	Luxury	110	6.6	—	7.8	5.9	6.0	7/7
5	Dior	Luxury	105	6.3	—	7.5	5.6	5.7	7/7
6	New Balance	Sportswear & footwear	103	6.2	—	6.3	6.1	6.2	7/7
7	Converse	Sportswear & footwear	102	6.1	—	6.3	6.1	5.9	7/7
8	Eiger	Clothing retail	99	6.0	—	5.6	6.1	6.1	7/7
9	Crocs	Sportswear & footwear	99	5.9	—	6.7	5.4	5.7	7/7
10	Zara	Clothing retail	96	5.8	—	6.9	5.1	5.4	7/7
11	Puma	Sportswear & footwear	96	5.7	—	5.9	5.6	5.7	7/7
12	Saint Laurent	Luxury	92	5.5	—	6.5	5.1	4.9	7/7
13	Charles & Keith	Luxury	90	5.4	—	5.6	5.0	5.6	7/7
14	H&M	Clothing retail	88	5.3	—	6.0	4.6	5.2	7/7
15	Coach	Luxury	87	5.2	—	5.4	5.0	5.3	7/7
16	Zalora	Clothing retail	78	4.7	—	5.1	4.1	4.8	7/7

Food & drink

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

#	Brand	Sub-segment	Index	Desire /10	Change	Attraction	Affinity	Attachment	Models
1	Indomie	Packaged food & hot drinks	135	7.7	—	7.8	7.0	8.3	7/7
2	Oreo	Snacks & confectionery	117	6.7	—	7.4	5.9	6.7	7/7
3	Coca-Cola	Soft drinks	116	6.6	—	7.1	6.0	6.8	7/7
4	Nescafé	Packaged food & hot drinks	111	6.3	—	6.3	5.8	6.9	7/7
5	Pocari Sweat	Soft drinks	111	6.3	—	6.4	5.8	6.7	7/7
6	Chitato	Snacks & confectionery	107	6.1	—	6.4	5.5	6.3	7/7
7	SilverQueen	Snacks & confectionery	106	6.1	—	5.9	5.9	6.4	7/7
8	Kapal Api	Packaged food & hot drinks	105	6.0	—	5.7	5.5	6.8	7/7
9	Good Day	Packaged food & hot drinks	104	5.9	—	6.1	5.2	6.5	7/7
10	Bintang	Alcoholic drinks	102	5.8	—	6.0	5.6	5.8	7/7
11	Richeese	Snacks & confectionery	102	5.8	—	6.5	5.2	5.7	7/7
12	Jack Daniel's	Alcoholic drinks	101	5.8	—	6.4	5.6	5.2	7/7
13	Aqua	Soft drinks	99	5.6	—	5.0	4.9	7.0	7/7
14	Le Minerale	Soft drinks	96	5.5	—	5.5	4.7	6.3	7/7
15	Khong Guan	Snacks & confectionery	92	5.2	—	4.7	5.3	5.8	7/7
16	Larutan Cap Kaki Tiga	Soft drinks	92	5.2	—	5.0	4.8	6.0	7/7
17	Smirnoff	Alcoholic drinks	88	5.0	—	5.5	5.0	4.7	7/7
18	Fiesta	Packaged food & hot drinks	81	4.6	—	4.5	4.1	5.3	7/7
19	Kawa Kawa	Alcoholic drinks	77	4.4	—	4.9	4.2	4.1	7/7
20	Iceland Vodka	Alcoholic drinks	60	3.4	—	3.8	3.3	3.3	4/7

Eating out

23 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	GoFood	Food delivery	124	6.9	—	7.2	5.8	7.7	7/7
2	Starbucks	Coffee shops & bakeries	120	6.7	—	6.9	6.3	6.8	7/7
3	McDonald's	Fast food & restaurants	119	6.6	—	7.0	5.9	7.0	7/7
4	Kopi Kenangan	Coffee shops & bakeries	117	6.5	—	7.0	5.8	6.7	7/7
5	Mie Gacoan	Fast food & restaurants	115	6.4	—	7.4	5.7	6.1	7/7
6	KFC	Fast food & restaurants	113	6.3	—	6.7	5.7	6.5	7/7
7	J.CO Donuts & Coffee	Coffee shops & bakeries	108	6.0	—	6.3	5.5	6.2	7/7
8	HokBen	Fast food & restaurants	107	6.0	—	6.0	5.7	6.2	7/7
9	Pizza Hut	Fast food & restaurants	103	5.7	—	5.9	5.3	5.9	7/7
10	Richeese Factory	Fast food & restaurants	99	5.5	—	6.2	4.9	5.4	7/7
11	Domino's Pizza	Fast food & restaurants	98	5.4	—	5.8	4.9	5.7	7/7
12	Domino's	Food delivery	98	5.4	—	5.6	4.7	6.0	7/7
13	KFC Delivery	Food delivery	95	5.3	—	5.2	4.7	6.0	7/7
14	Marugame Udon	Fast food & restaurants	95	5.3	—	5.8	5.0	5.1	7/7
15	Tomoro Coffee	Coffee shops & bakeries	94	5.2	—	5.7	4.8	5.2	7/7
16	Holland Bakery	Coffee shops & bakeries	93	5.2	—	4.5	5.1	5.9	7/7
17	Roti'O	Coffee shops & bakeries	91	5.0	—	4.9	4.5	5.7	7/7
18	Solaria	Fast food & restaurants	91	5.0	—	4.7	4.8	5.7	7/7
19	Alfagift	Food delivery	89	4.9	—	4.8	4.2	5.8	7/7
20	Burger King	Fast food & restaurants	87	4.8	—	5.3	4.4	4.9	7/7
21	Astro	Food delivery	84	4.7	—	5.1	3.8	5.2	6/7
22	Dunkin'	Coffee shops & bakeries	83	4.6	—	4.5	4.4	5.0	7/7
23	Point Coffee	Coffee shops & bakeries	79	4.4	—	4.3	4.1	4.9	7/7

Technology

38 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	132	8.0	—	8.1	7.3	8.5	7/7
2	TikTok	Social media & messaging	127	7.6	—	8.7	6.6	7.5	7/7
3	Google	Search & AI assistants	124	7.5	—	7.7	6.2	8.6	7/7
4	Canva	Software & cloud	124	7.5	—	7.8	6.9	7.8	7/7
5	ChatGPT	Search & AI assistants	124	7.5	—	8.5	6.2	7.7	7/7
6	iPhone	Phones & devices	124	7.5	—	7.9	6.8	7.7	7/7
7	CapCut	Software & cloud	122	7.4	—	8.0	6.7	7.4	7/7
8	Samsung	Phones & devices	119	7.2	—	7.5	6.4	7.7	7/7
9	WhatsApp	Social media & messaging	119	7.2	—	6.3	6.8	8.5	7/7
10	Instagram	Social media & messaging	118	7.1	—	7.5	6.4	7.3	7/7
11	Google Drive	Software & cloud	113	6.8	—	6.2	6.0	8.2	7/7
12	Xiaomi	Phones & devices	110	6.6	—	7.1	5.8	7.0	7/7
13	Telegram	Social media & messaging	109	6.6	—	6.6	6.1	7.0	7/7
14	Microsoft Office	Software & cloud	108	6.5	—	5.9	5.8	7.8	7/7
15	Discord	Social media & messaging	106	6.4	—	6.4	6.2	6.6	7/7
16	Zoom	Software & cloud	103	6.2	—	6.0	5.7	6.9	7/7
17	Adobe	Software & cloud	101	6.1	—	6.5	5.6	6.3	7/7
18	Oppo	Phones & devices	100	6.0	—	6.2	5.5	6.4	7/7
19	Google Meet	Software & cloud	100	6.0	—	5.4	5.6	7.0	7/7
20	Pinterest	Social media & messaging	97	5.8	—	5.8	5.7	6.0	7/7
21	Vivo	Phones & devices	96	5.8	—	6.0	5.2	6.2	7/7
22	iCloud	Software & cloud	94	5.7	—	5.3	5.2	6.4	7/7
23	DeepSeek	Search & AI assistants	92	5.5	—	6.8	4.3	5.6	5/7
24	Meta AI	Search & AI assistants	92	5.5	—	5.9	5.0	5.7	7/7
25	Gemini	Search & AI assistants	91	5.5	—	6.1	4.6	5.8	7/7
26	LinkedIn	Social media & messaging	91	5.5	—	5.4	5.2	5.9	7/7
27	Claude	Search & AI assistants	91	5.5	—	5.6	5.1	5.6	7/7
28	Microsoft Copilot	Search & AI assistants	89	5.4	—	5.7	4.5	5.9	7/7
29	Facebook	Social media & messaging	88	5.3	—	5.2	4.7	6.1	7/7
30	Perplexity	Search & AI assistants	88	5.3	—	6.2	4.4	5.3	6/7
31	Realme	Phones & devices	88	5.3	—	5.8	4.7	5.4	7/7
32	Facebook Messenger	Social media & messaging	84	5.0	—	4.6	4.4	6.1	7/7
33	Threads	Social media & messaging	83	5.0	—	5.5	4.6	4.9	7/7
34	X	Social media & messaging	82	4.9	—	5.8	4.3	4.7	7/7
35	DuckDuckGo	Search & AI assistants	79	4.8	—	4.5	4.9	4.8	7/7
36	Infinix	Phones & devices	77	4.6	—	4.8	4.1	5.0	7/7
37	Bing	Search & AI assistants	66	4.0	—	3.8	3.6	4.4	7/7
38	Yahoo	Search & AI assistants	52	3.1	—	2.8	2.9	3.7	7/7

Media & entertainment

26 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	Spotify	Music & audio	130	7.7	—	7.9	7.0	8.3	7/7
2	Netflix	Video streaming & TV	122	7.2	—	7.8	6.5	7.4	7/7
3	PlayStation	Gaming	117	6.9	—	7.3	6.4	7.0	7/7
4	Steam	Gaming	116	6.9	—	7.1	6.2	7.3	7/7
5	Moonton	Gaming	116	6.8	—	7.2	6.5	6.8	7/7
6	Kompas	News & publishing	115	6.8	—	6.6	6.5	7.3	7/7
7	YouTube Music	Music & audio	114	6.7	—	6.8	6.2	7.2	7/7
8	detikcom	News & publishing	112	6.6	—	7.3	5.6	7.0	7/7
9	Roblox	Gaming	111	6.6	—	7.5	6.2	6.0	7/7
10	Nintendo	Gaming	109	6.5	—	7.0	6.4	6.1	7/7
11	Riot Games	Gaming	108	6.4	—	7.0	6.1	6.0	7/7
12	Vidio	Video streaming & TV	102	6.1	—	6.5	5.5	6.2	7/7
13	Apple Music	Music & audio	101	6.0	—	5.7	5.8	6.5	7/7
14	Epic Games	Gaming	98	5.8	—	6.5	5.3	5.6	7/7
15	Viu	Video streaming & TV	98	5.8	—	6.2	5.5	5.8	7/7
16	CNN Indonesia	News & publishing	97	5.8	—	6.2	5.1	5.9	7/7
17	SoundCloud	Music & audio	96	5.7	—	6.0	5.9	5.2	7/7
18	WeTV	Video streaming & TV	91	5.4	—	5.8	4.9	5.4	7/7
19	RCTI	Video streaming & TV	86	5.1	—	5.1	4.7	5.5	7/7
20	CNBC Indonesia	News & publishing	86	5.1	—	5.4	4.6	5.3	7/7
21	SCTV	Video streaming & TV	86	5.1	—	5.0	4.7	5.5	7/7
22	RRI	Music & audio	84	5.0	—	4.2	5.4	5.3	7/7
23	Indosiar	Video streaming & TV	82	4.9	—	4.9	4.5	5.3	7/7
24	Trans TV	Video streaming & TV	81	4.8	—	4.8	4.4	5.1	7/7
25	Sindonews	News & publishing	75	4.4	—	4.4	4.2	4.8	7/7
26	TVRI	Video streaming & TV	68	4.0	—	3.3	4.2	4.5	7/7

Telecoms

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	Telkomsel	Mobile networks	126	6.8	—	6.6	6.3	7.7	7/7
2	IM3	Mobile networks	108	5.9	—	5.8	5.5	6.2	7/7
3	XL	Mobile networks	106	5.8	—	5.8	5.4	6.2	7/7
4	Starlink	Broadband & pay TV	105	5.7	—	7.5	4.6	5.0	7/7
5	by.U	Mobile networks	104	5.7	—	6.1	5.4	5.6	7/7
6	IndiHome	Broadband & pay TV	103	5.6	—	5.7	4.8	6.4	7/7
7	Biznet	Broadband & pay TV	94	5.1	—	5.1	4.4	5.8	7/7
8	MyRepublic	Broadband & pay TV	91	5.0	—	5.3	4.3	5.3	7/7
9	Indosat	Mobile networks	91	4.9	—	4.8	4.6	5.4	7/7
10	First Media	Broadband & pay TV	73	4.0	—	3.9	3.4	4.6	7/7

Automotive

10 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	Toyota	Mainstream cars	118	7.2	—	6.4	7.0	8.3	7/7
2	Honda	Mainstream cars	108	6.7	—	6.1	6.3	7.5	7/7
3	Mercedes-Benz	Premium & luxury cars	106	6.5	—	6.7	6.3	6.6	7/7
4	Porsche	Premium & luxury cars	104	6.3	—	7.0	6.3	5.7	7/7
5	Ferrari	Premium & luxury cars	100	6.1	—	8.0	5.8	4.7	7/7
6	BMW	Premium & luxury cars	96	5.9	—	6.2	5.8	5.8	7/7
7	Lamborghini	Premium & luxury cars	94	5.8	—	7.5	5.5	4.3	7/7
8	Suzuki	Mainstream cars	93	5.7	—	5.3	5.5	6.5	7/7
9	BYD	Mainstream cars	91	5.6	—	7.0	4.8	5.0	6/7
10	Mitsubishi	Mainstream cars	89	5.4	—	5.0	5.3	6.0	7/7

Travel

16 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	Gojek	Transport & ride-hailing	129	7.4	—	7.8	6.0	8.2	7/7
2	Traveloka	Hotels & holidays	124	7.1	—	7.5	6.1	7.6	7/7
3	Singapore Airlines	Airlines	122	7.0	—	7.2	6.8	6.9	7/7
4	Grab	Transport & ride-hailing	118	6.8	—	6.9	5.7	7.7	7/7
5	Whoosh	Transport & ride-hailing	116	6.6	—	8.0	5.8	6.2	7/7
6	Garuda Indonesia	Airlines	114	6.5	—	6.6	6.3	6.6	7/7
7	KAI	Transport & ride-hailing	109	6.3	—	6.1	5.8	7.0	7/7
8	Airbnb	Hotels & holidays	109	6.2	—	7.1	5.8	5.8	7/7
9	KRL Commuter Line	Transport & ride-hailing	103	5.9	—	5.4	5.3	6.9	7/7
10	tiket.com	Hotels & holidays	94	5.4	—	5.5	4.7	5.9	7/7
11	Agoda	Hotels & holidays	89	5.1	—	5.2	4.2	5.8	7/7
12	Citilink	Airlines	83	4.7	—	4.7	4.3	5.2	7/7
13	Batik Air	Airlines	77	4.4	—	4.5	4.0	4.8	7/7
14	Lion Air	Airlines	77	4.4	—	5.2	3.4	4.6	7/7
15	RedDoorz	Hotels & holidays	71	4.0	—	4.3	3.4	4.4	7/7
16	OYO	Hotels & holidays	66	3.8	—	4.3	2.9	4.0	7/7

Beauty & personal care

10 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	Wardah	Skincare & cosmetics	120	7.2	—	6.8	7.3	7.5	7/7
2	Rexona	Haircare & personal care	106	6.3	—	6.2	5.7	7.1	7/7
3	Pepsodent	Haircare & personal care	102	6.1	—	5.6	5.6	7.1	7/7
4	Skintific	Skincare & cosmetics	102	6.1	—	7.0	5.5	5.8	7/7
5	MS Glow	Skincare & cosmetics	100	6.0	—	6.5	5.6	5.8	7/7
6	Scarlett Whitening	Skincare & cosmetics	100	6.0	—	6.5	5.4	5.9	7/7
7	Head & Shoulders	Haircare & personal care	97	5.8	—	5.7	5.0	6.6	7/7
8	Close Up	Haircare & personal care	94	5.6	—	5.7	5.0	6.1	7/7
9	Garnier	Skincare & cosmetics	92	5.5	—	5.4	5.1	5.9	7/7
10	Makarizo	Haircare & personal care	87	5.2	—	5.2	4.9	5.5	7/7

Home & household

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	LG	Home appliances	125	6.1	—	6.3	5.4	6.7	7/7
2	Panasonic	Home appliances	117	5.7	—	5.3	5.2	6.7	7/7
3	Sharp	Home appliances	110	5.4	—	5.2	4.9	6.2	7/7
4	Sunlight	Household products	109	5.3	—	5.0	4.2	6.8	7/7
5	Polytron	Home appliances	105	5.2	—	5.1	4.7	5.7	7/7
6	Baygon	Household products	94	4.6	—	4.4	3.4	6.0	7/7
7	Cosmos	Home appliances	89	4.3	—	3.8	4.0	5.3	7/7
8	Stella	Household products	88	4.3	—	4.3	3.6	5.1	7/7
9	Bayclin	Household products	83	4.1	—	3.6	3.2	5.5	7/7
10	Wipol	Household products	81	4.0	—	3.5	3.1	5.3	7/7

Health & fitness

10 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	Strava	Gyms & fitness	137	7.2	—	7.4	6.9	7.2	7/7
2	Halodoc	Health & medicines	124	6.5	—	7.1	5.5	7.0	7/7
3	Anytime Fitness	Gyms & fitness	105	5.5	—	5.2	5.4	6.0	7/7
4	FTL Gym	Gyms & fitness	100	5.3	—	5.1	5.2	5.5	4/7
5	Siloam Hospitals	Health & medicines	100	5.2	—	5.2	4.7	5.8	7/7
6	Fit Hub	Gyms & fitness	98	5.1	—	5.1	4.9	5.4	7/7
7	Enervon-C	Health & medicines	90	4.7	—	4.3	4.2	5.7	7/7
8	Atlas Sports Club	Gyms & fitness	85	4.5	—	4.4	4.5	4.4	7/7
9	Sangobion	Health & medicines	82	4.3	—	3.9	3.8	5.2	7/7
10	Imboost	Health & medicines	80	4.2	—	4.0	3.7	4.8	7/7

Energy

5 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	Pertamina	Energy & fuel	123	6.1	—	6.1	5.1	7.1	7/7
2	Shell	Energy & fuel	106	5.2	—	5.5	4.5	5.6	7/7
3	PLN	Energy & fuel	102	5.1	—	5.0	3.8	6.3	7/7
4	SPKLU	Energy & fuel	90	4.4	—	5.2	4.2	3.9	7/7
5	BP	Energy & fuel	79	3.9	—	4.0	3.4	4.3	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