Europe · October 2026 · refreshed monthly
The brands AI wants in Italy
7 AI models were asked how well they know the top brands in Italy 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 4.7 out of 10.
| # | Brand | Sub-segment | Index | Desire /10 | Change | Attraction | Affinity | Attachment | Models |
|---|---|---|---|---|---|---|---|---|---|
| 1 | PayPal | Cards & payments | 133 | 6.3 | — | 6.5 | 5.2 | 7.2 | 7/7 |
| 2 | Fineco | Investing & savings | 126 | 5.9 | — | 6.0 | 5.1 | 6.7 | 7/7 |
| 3 | Intesa Sanpaolo | Banks | 120 | 5.7 | — | 5.6 | 5.0 | 6.3 | 7/7 |
| 4 | Generali | Insurance | 119 | 5.6 | — | 5.5 | 5.3 | 6.1 | 7/7 |
| 5 | Segugio.it | Insurance | 119 | 5.6 | — | 6.3 | 4.6 | 6.0 | 7/7 |
| 6 | UniCredit | Banks | 115 | 5.4 | — | 5.4 | 4.8 | 6.1 | 7/7 |
| 7 | Unipol | Insurance | 113 | 5.3 | — | 5.1 | 5.1 | 5.8 | 7/7 |
| 8 | Trade Republic | Investing & savings | 111 | 5.2 | — | 6.2 | 4.2 | 5.3 | 7/7 |
| 9 | Poste Italiane | Investing & savings | 110 | 5.2 | — | 4.9 | 4.7 | 6.0 | 7/7 |
| 10 | Bancomat | Cards & payments | 110 | 5.2 | — | 4.6 | 4.4 | 6.5 | 7/7 |
| 11 | Banca Mediolanum | Investing & savings | 104 | 4.9 | — | 4.6 | 4.7 | 5.4 | 7/7 |
| 12 | Prima Assicurazioni | Insurance | 102 | 4.8 | — | 5.5 | 4.0 | 4.9 | 7/7 |
| 13 | Allianz Direct | Insurance | 97 | 4.6 | — | 4.7 | 4.1 | 5.0 | 7/7 |
| 14 | Nexi | Cards & payments | 96 | 4.5 | — | 4.6 | 3.6 | 5.3 | 7/7 |
| 15 | BNL | Banks | 89 | 4.2 | — | 3.9 | 3.9 | 4.9 | 7/7 |
| 16 | Fideuram | Investing & savings | 88 | 4.2 | — | 3.6 | 4.1 | 4.8 | 7/7 |
| 17 | Credem | Banks | 86 | 4.1 | — | 3.4 | 4.2 | 4.6 | 7/7 |
| 18 | Crédit Agricole | Banks | 86 | 4.1 | — | 3.7 | 3.9 | 4.6 | 7/7 |
| 19 | Banco BPM | Banks | 82 | 3.9 | — | 3.5 | 3.6 | 4.5 | 7/7 |
| 20 | BPER Banca | Banks | 81 | 3.8 | — | 3.3 | 3.7 | 4.3 | 7/7 |
| 21 | Monte dei Paschi di Siena | Banks | 74 | 3.5 | — | 3.6 | 3.0 | 3.8 | 7/7 |
| 22 | Agos | Cards & payments | 68 | 3.2 | — | 3.0 | 2.9 | 3.7 | 7/7 |
| 23 | Findomestic | Cards & payments | 68 | 3.2 | — | 3.2 | 2.8 | 3.6 | 7/7 |
Grocery
6 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 | Esselunga | Supermarkets | 112 | 6.5 | — | 6.4 | 5.9 | 7.2 | 7/7 |
| 2 | Coop | Supermarkets | 111 | 6.5 | — | 5.7 | 6.8 | 6.9 | 7/7 |
| 3 | Conad | Supermarkets | 106 | 6.2 | — | 5.5 | 6.1 | 7.0 | 7/7 |
| 4 | Lidl | Supermarkets | 106 | 6.2 | — | 6.5 | 5.2 | 6.8 | 7/7 |
| 5 | Eurospin | Supermarkets | 85 | 5.0 | — | 4.9 | 4.3 | 5.8 | 7/7 |
| 6 | Carrefour | Supermarkets | 80 | 4.7 | — | 4.6 | 4.1 | 5.3 | 7/7 |
Retail
26 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 | IKEA | Home, furniture & DIY | 138 | 6.8 | — | 7.3 | 5.9 | 7.1 | 7/7 |
| 2 | Sephora | Health & beauty stores | 137 | 6.7 | — | 7.2 | 6.4 | 6.6 | 7/7 |
| 3 | Amazon | Online marketplaces | 130 | 6.4 | — | 6.8 | 4.7 | 7.8 | 7/7 |
| 4 | Vinted | Online marketplaces | 129 | 6.4 | — | 6.7 | 6.4 | 6.0 | 7/7 |
| 5 | Rinascente | Department & variety stores | 117 | 5.8 | — | 6.3 | 5.4 | 5.6 | 7/7 |
| 6 | Flying Tiger Copenhagen | Department & variety stores | 115 | 5.7 | — | 6.5 | 4.9 | 5.5 | 7/7 |
| 7 | Douglas | Health & beauty stores | 112 | 5.5 | — | 5.5 | 5.2 | 5.8 | 7/7 |
| 8 | Leroy Merlin | Home, furniture & DIY | 111 | 5.4 | — | 5.3 | 5.0 | 6.1 | 7/7 |
| 9 | Maisons du Monde | Home, furniture & DIY | 109 | 5.3 | — | 5.9 | 5.0 | 5.0 | 7/7 |
| 10 | dm | Health & beauty stores | 108 | 5.3 | — | 5.0 | 5.0 | 5.9 | 7/7 |
| 11 | Subito | Online marketplaces | 108 | 5.3 | — | 5.5 | 5.0 | 5.4 | 7/7 |
| 12 | MediaWorld | Electricals retail | 105 | 5.2 | — | 5.6 | 4.2 | 5.7 | 7/7 |
| 13 | Unieuro | Electricals retail | 100 | 4.9 | — | 5.1 | 4.1 | 5.5 | 7/7 |
| 14 | Action | Department & variety stores | 95 | 4.7 | — | 5.0 | 3.8 | 5.2 | 7/7 |
| 15 | eBay | Online marketplaces | 93 | 4.6 | — | 4.8 | 4.1 | 4.9 | 7/7 |
| 16 | Mondo Convenienza | Home, furniture & DIY | 91 | 4.5 | — | 4.5 | 4.0 | 4.9 | 7/7 |
| 17 | GameLife | Electricals retail | 88 | 4.3 | — | 4.5 | 4.6 | 3.9 | 6/7 |
| 18 | Acqua & Sapone | Health & beauty stores | 88 | 4.3 | — | 3.8 | 3.7 | 5.5 | 7/7 |
| 19 | Risparmio Casa | Department & variety stores | 83 | 4.1 | — | 3.7 | 3.5 | 5.1 | 7/7 |
| 20 | Tigotà | Health & beauty stores | 83 | 4.1 | — | 3.7 | 3.5 | 5.1 | 7/7 |
| 21 | Euronics | Electricals retail | 81 | 4.0 | — | 3.8 | 3.5 | 4.6 | 7/7 |
| 22 | Pepco | Department & variety stores | 80 | 4.0 | — | 4.0 | 3.5 | 4.4 | 7/7 |
| 23 | Tecnomat | Home, furniture & DIY | 80 | 4.0 | — | 3.9 | 3.6 | 4.4 | 7/7 |
| 24 | Temu | Online marketplaces | 77 | 3.8 | — | 5.6 | 2.3 | 3.4 | 7/7 |
| 25 | AliExpress | Online marketplaces | 74 | 3.6 | — | 4.7 | 2.4 | 3.8 | 7/7 |
| 26 | Trony | Electricals retail | 67 | 3.3 | — | 3.2 | 2.9 | 3.7 | 7/7 |
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 | 138 | 7.8 | — | 8.4 | 7.3 | 7.7 | 7/7 |
| 2 | Adidas | Sportswear & footwear | 122 | 6.9 | — | 7.2 | 6.5 | 7.0 | 7/7 |
| 3 | Gucci | Luxury | 116 | 6.5 | — | 7.8 | 6.1 | 5.8 | 7/7 |
| 4 | Rolex | Luxury | 112 | 6.4 | — | 6.9 | 6.1 | 6.1 | 7/7 |
| 5 | Louis Vuitton | Luxury | 112 | 6.3 | — | 7.2 | 5.8 | 5.9 | 7/7 |
| 6 | Chanel | Luxury | 109 | 6.2 | — | 7.1 | 5.7 | 5.7 | 7/7 |
| 7 | Zara | Clothing retail | 107 | 6.1 | — | 7.1 | 4.9 | 6.2 | 7/7 |
| 8 | New Balance | Sportswear & footwear | 106 | 6.0 | — | 6.1 | 5.8 | 6.0 | 7/7 |
| 9 | Zalando | Clothing retail | 106 | 6.0 | — | 6.3 | 5.1 | 6.5 | 7/7 |
| 10 | Puma | Sportswear & footwear | 104 | 5.9 | — | 6.1 | 5.7 | 5.9 | 7/7 |
| 11 | Intimissimi | Clothing retail | 100 | 5.6 | — | 5.7 | 5.1 | 6.1 | 7/7 |
| 12 | Valentino | Luxury | 98 | 5.6 | — | 6.1 | 5.3 | 5.3 | 7/7 |
| 13 | Calzedonia | Clothing retail | 98 | 5.5 | — | 5.7 | 5.0 | 6.0 | 7/7 |
| 14 | H&M | Clothing retail | 95 | 5.4 | — | 5.8 | 4.8 | 5.5 | 7/7 |
| 15 | Bershka | Clothing retail | 88 | 5.0 | — | 5.7 | 4.5 | 4.7 | 7/7 |
| 16 | Stradivarius | Clothing retail | 86 | 4.9 | — | 5.5 | 4.4 | 4.7 | 7/7 |
| 17 | Skechers | Sportswear & footwear | 84 | 4.8 | — | 4.4 | 4.5 | 5.4 | 7/7 |
| 18 | OVS | Clothing retail | 81 | 4.6 | — | 4.3 | 4.3 | 5.1 | 7/7 |
| 19 | Tezenis | Clothing retail | 81 | 4.6 | — | 4.6 | 4.0 | 5.1 | 7/7 |
| 20 | Shein | Clothing retail | 80 | 4.5 | — | 6.6 | 3.3 | 3.7 | 7/7 |
| 21 | Primark | Clothing retail | 78 | 4.4 | — | 5.2 | 3.8 | 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 | Nutella | Snacks & confectionery | 117 | 6.9 | — | 7.0 | 6.2 | 7.4 | 7/7 |
| 2 | Red Bull | Soft drinks | 114 | 6.7 | — | 7.6 | 6.1 | 6.4 | 7/7 |
| 3 | Aperol | Alcoholic drinks | 113 | 6.7 | — | 7.0 | 6.4 | 6.5 | 7/7 |
| 4 | Lavazza | Packaged food & hot drinks | 112 | 6.6 | — | 6.3 | 6.3 | 7.2 | 7/7 |
| 5 | Campari | Alcoholic drinks | 105 | 6.2 | — | 6.8 | 5.9 | 6.0 | 7/7 |
| 6 | Mulino Bianco | Packaged food & hot drinks | 104 | 6.2 | — | 5.4 | 6.0 | 7.0 | 7/7 |
| 7 | Illy | Packaged food & hot drinks | 104 | 6.2 | — | 6.2 | 6.0 | 6.2 | 7/7 |
| 8 | Barilla | Packaged food & hot drinks | 104 | 6.1 | — | 5.5 | 5.9 | 7.1 | 7/7 |
| 9 | San Pellegrino | Soft drinks | 103 | 6.1 | — | 6.1 | 5.9 | 6.1 | 7/7 |
| 10 | Coca-Cola | Soft drinks | 102 | 6.0 | — | 6.1 | 5.4 | 6.5 | 7/7 |
| 11 | Venchi | Snacks & confectionery | 101 | 6.0 | — | 6.5 | 5.8 | 5.6 | 7/7 |
| 12 | Kinder | Snacks & confectionery | 99 | 5.9 | — | 5.9 | 5.2 | 6.5 | 7/7 |
| 13 | Rana | Packaged food & hot drinks | 98 | 5.8 | — | 5.7 | 5.5 | 6.2 | 7/7 |
| 14 | Lindt | Snacks & confectionery | 97 | 5.7 | — | 5.9 | 5.3 | 6.0 | 7/7 |
| 15 | Monster Energy | Soft drinks | 95 | 5.6 | — | 6.4 | 5.2 | 5.2 | 7/7 |
| 16 | Perugina | Snacks & confectionery | 92 | 5.4 | — | 5.2 | 5.5 | 5.5 | 7/7 |
| 17 | San Benedetto | Soft drinks | 88 | 5.2 | — | 4.6 | 4.9 | 6.1 | 7/7 |
| 18 | Montenegro | Alcoholic drinks | 86 | 5.0 | — | 4.8 | 5.1 | 5.2 | 7/7 |
| 19 | Corona | Alcoholic drinks | 84 | 5.0 | — | 5.1 | 4.8 | 4.9 | 7/7 |
| 20 | Jägermeister | Alcoholic drinks | 81 | 4.8 | — | 5.6 | 4.4 | 4.4 | 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 | Iginio Massari | Coffee shops & bakeries | 115 | 5.8 | — | 6.3 | 5.7 | 5.3 | 7/7 |
| 2 | McDonald's | Fast food & restaurants | 115 | 5.8 | — | 6.3 | 4.7 | 6.4 | 7/7 |
| 3 | Cortilia | Food delivery | 115 | 5.8 | — | 5.6 | 6.3 | 5.4 | 6/7 |
| 4 | Marchesi 1824 | Coffee shops & bakeries | 108 | 5.4 | — | 5.9 | 5.5 | 4.9 | 7/7 |
| 5 | Starbucks | Coffee shops & bakeries | 108 | 5.4 | — | 5.8 | 5.2 | 5.2 | 7/7 |
| 6 | Deliveroo | Food delivery | 106 | 5.3 | — | 5.9 | 4.4 | 5.7 | 7/7 |
| 7 | Esselunga a casa | Food delivery | 105 | 5.3 | — | 4.6 | 4.9 | 6.4 | 7/7 |
| 8 | Glovo | Food delivery | 104 | 5.2 | — | 6.0 | 4.1 | 5.5 | 7/7 |
| 9 | La Piadineria | Coffee shops & bakeries | 102 | 5.1 | — | 5.0 | 4.8 | 5.6 | 7/7 |
| 10 | Just Eat | Food delivery | 93 | 4.7 | — | 4.8 | 4.0 | 5.3 | 7/7 |
| 11 | Old Wild West | Fast food & restaurants | 93 | 4.7 | — | 4.8 | 4.6 | 4.6 | 7/7 |
| 12 | Burger King | Fast food & restaurants | 87 | 4.4 | — | 4.9 | 3.6 | 4.6 | 7/7 |
| 13 | Roadhouse | Fast food & restaurants | 86 | 4.3 | — | 4.4 | 4.2 | 4.3 | 7/7 |
| 14 | KFC | Fast food & restaurants | 84 | 4.2 | — | 4.8 | 3.6 | 4.2 | 7/7 |
| 15 | Autogrill | Coffee shops & bakeries | 80 | 4.0 | — | 3.9 | 3.6 | 4.7 | 7/7 |
Technology
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 | YouTube | Social media & messaging | 129 | 7.7 | — | 8.2 | 6.8 | 8.0 | 7/7 |
| 2 | Social media & messaging | 125 | 7.4 | — | 6.6 | 6.9 | 8.6 | 7/7 | |
| 3 | Search & AI assistants | 125 | 7.4 | — | 7.8 | 5.9 | 8.4 | 7/7 | |
| 4 | Apple | Phones & devices | 123 | 7.3 | — | 7.7 | 6.5 | 7.6 | 7/7 |
| 5 | ChatGPT | Search & AI assistants | 122 | 7.2 | — | 8.4 | 5.5 | 7.6 | 7/7 |
| 6 | TikTok | Social media & messaging | 121 | 7.1 | — | 8.4 | 6.1 | 6.9 | 7/7 |
| 7 | Social media & messaging | 115 | 6.8 | — | 7.3 | 6.0 | 7.1 | 7/7 | |
| 8 | Canva | Software & cloud | 113 | 6.7 | — | 7.0 | 6.0 | 7.0 | 7/7 |
| 9 | Samsung | Phones & devices | 113 | 6.7 | — | 7.2 | 5.7 | 7.0 | 7/7 |
| 10 | Google Drive | Software & cloud | 108 | 6.4 | — | 6.2 | 5.3 | 7.7 | 7/7 |
| 11 | Telegram | Social media & messaging | 104 | 6.2 | — | 6.1 | 5.6 | 6.8 | 7/7 |
| 12 | iCloud | Software & cloud | 102 | 6.0 | — | 5.7 | 5.3 | 7.0 | 7/7 |
| 13 | Social media & messaging | 101 | 5.9 | — | 6.3 | 5.7 | 5.8 | 7/7 | |
| 14 | Social media & messaging | 100 | 5.9 | — | 5.9 | 5.8 | 6.1 | 7/7 | |
| 15 | Xiaomi | Phones & devices | 97 | 5.7 | — | 6.3 | 4.8 | 6.1 | 7/7 |
| 16 | Social media & messaging | 96 | 5.7 | — | 5.6 | 5.3 | 6.2 | 7/7 | |
| 17 | Microsoft 365 | Software & cloud | 96 | 5.7 | — | 5.3 | 4.8 | 6.9 | 7/7 |
| 18 | Claude | Search & AI assistants | 91 | 5.4 | — | 5.5 | 5.0 | 5.5 | 7/7 |
| 19 | Gemini | Search & AI assistants | 91 | 5.3 | — | 6.0 | 4.3 | 5.7 | 7/7 |
| 20 | Social media & messaging | 86 | 5.1 | — | 5.0 | 4.4 | 5.9 | 7/7 | |
| 21 | Microsoft Copilot | Search & AI assistants | 81 | 4.8 | — | 5.0 | 4.1 | 5.2 | 7/7 |
| 22 | Dropbox | Software & cloud | 80 | 4.7 | — | 4.3 | 4.1 | 5.8 | 7/7 |
| 23 | Huawei | Phones & devices | 80 | 4.7 | — | 5.4 | 3.7 | 5.0 | 7/7 |
| 24 | X | Social media & messaging | 77 | 4.5 | — | 5.5 | 3.7 | 4.5 | 6/7 |
| 25 | HP | Phones & devices | 73 | 4.3 | — | 3.9 | 3.8 | 5.1 | 7/7 |
| 26 | Yahoo | Search & AI assistants | 53 | 3.1 | — | 2.9 | 2.9 | 3.6 | 7/7 |
Media & entertainment
43 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 | 140 | 7.7 | — | 8.2 | 6.8 | 8.2 | 7/7 |
| 2 | Steam | Gaming | 137 | 7.6 | — | 7.9 | 6.8 | 8.1 | 7/7 |
| 3 | Netflix | Video streaming & TV | 134 | 7.4 | — | 8.2 | 6.4 | 7.6 | 7/7 |
| 4 | PlayStation | Gaming | 129 | 7.2 | — | 7.7 | 6.5 | 7.3 | 7/7 |
| 5 | Disney+ | Video streaming & TV | 121 | 6.7 | — | 7.1 | 6.1 | 6.9 | 7/7 |
| 6 | La Gazzetta dello Sport | News & publishing | 120 | 6.6 | — | 6.8 | 6.4 | 6.7 | 7/7 |
| 7 | Twitch | Gaming | 118 | 6.6 | — | 7.3 | 6.3 | 6.1 | 7/7 |
| 8 | Corriere della Sera | News & publishing | 116 | 6.4 | — | 6.6 | 5.9 | 6.8 | 7/7 |
| 9 | Prime Video | Video streaming & TV | 116 | 6.4 | — | 6.4 | 5.4 | 7.4 | 7/7 |
| 10 | Sky TG24 | News & publishing | 115 | 6.4 | — | 6.9 | 5.7 | 6.5 | 7/7 |
| 11 | Radio Deejay | Music & audio | 114 | 6.3 | — | 6.4 | 6.1 | 6.4 | 7/7 |
| 12 | la Repubblica | News & publishing | 113 | 6.3 | — | 6.6 | 5.9 | 6.4 | 7/7 |
| 13 | Epic Games | Gaming | 110 | 6.1 | — | 7.0 | 5.4 | 5.9 | 7/7 |
| 14 | Il Sole 24 Ore | News & publishing | 110 | 6.1 | — | 6.2 | 5.6 | 6.5 | 7/7 |
| 15 | YouTube Music | Music & audio | 110 | 6.1 | — | 6.3 | 5.4 | 6.6 | 7/7 |
| 16 | Il Fatto Quotidiano | News & publishing | 109 | 6.0 | — | 6.5 | 5.9 | 5.8 | 7/7 |
| 17 | Fanpage | News & publishing | 107 | 6.0 | — | 6.9 | 5.4 | 5.6 | 7/7 |
| 18 | SuperEnalotto | Betting & lottery | 107 | 5.9 | — | 6.8 | 5.3 | 5.7 | 7/7 |
| 19 | PokerStars | Betting & lottery | 104 | 5.8 | — | 6.5 | 5.3 | 5.5 | 7/7 |
| 20 | Radio Italia | Music & audio | 103 | 5.7 | — | 5.4 | 5.7 | 6.1 | 7/7 |
| 21 | ANSA | News & publishing | 102 | 5.7 | — | 5.6 | 5.1 | 6.2 | 7/7 |
| 22 | RaiPlay | Video streaming & TV | 101 | 5.6 | — | 5.2 | 5.6 | 6.2 | 7/7 |
| 23 | Corriere dello Sport | News & publishing | 98 | 5.4 | — | 5.5 | 5.4 | 5.4 | 7/7 |
| 24 | DAZN | Video streaming & TV | 97 | 5.4 | — | 6.1 | 4.7 | 5.2 | 7/7 |
| 25 | La Stampa | News & publishing | 96 | 5.3 | — | 5.2 | 5.2 | 5.5 | 7/7 |
| 26 | Bet365 | Betting & lottery | 95 | 5.2 | — | 6.2 | 4.2 | 5.4 | 7/7 |
| 27 | Sisal | Betting & lottery | 94 | 5.2 | — | 5.6 | 4.7 | 5.4 | 7/7 |
| 28 | RDS | Music & audio | 93 | 5.2 | — | 5.0 | 5.0 | 5.6 | 7/7 |
| 29 | Lotto | Betting & lottery | 91 | 5.0 | — | 5.2 | 4.6 | 5.4 | 7/7 |
| 30 | Lottomatica | Betting & lottery | 91 | 5.0 | — | 5.5 | 4.2 | 5.4 | 7/7 |
| 31 | Il Messaggero | News & publishing | 90 | 5.0 | — | 4.8 | 4.9 | 5.3 | 7/7 |
| 32 | Il Giornale | News & publishing | 86 | 4.8 | — | 5.0 | 4.5 | 4.8 | 7/7 |
| 33 | TGcom24 | News & publishing | 85 | 4.7 | — | 5.0 | 4.2 | 5.0 | 7/7 |
| 34 | Snai | Betting & lottery | 84 | 4.7 | — | 5.0 | 4.2 | 4.8 | 7/7 |
| 35 | Mediaset Infinity | Video streaming & TV | 82 | 4.6 | — | 4.3 | 4.3 | 5.0 | 7/7 |
| 36 | Instant Gaming | Gaming | 80 | 4.5 | — | 4.8 | 3.7 | 4.9 | 7/7 |
| 37 | Eurobet | Betting & lottery | 78 | 4.3 | — | 4.6 | 3.7 | 4.7 | 7/7 |
| 38 | Libero | News & publishing | 77 | 4.3 | — | 5.0 | 3.7 | 4.0 | 7/7 |
| 39 | MillionDAY | Betting & lottery | 74 | 4.1 | — | 4.5 | 3.4 | 4.4 | 7/7 |
| 40 | Goldbet | Betting & lottery | 73 | 4.0 | — | 4.4 | 3.4 | 4.3 | 7/7 |
| 41 | 10eLotto | Betting & lottery | 72 | 4.0 | — | 4.2 | 3.4 | 4.3 | 7/7 |
| 42 | Betflag | Betting & lottery | 65 | 3.6 | — | 3.9 | 3.2 | 3.7 | 7/7 |
| 43 | Planetwin365 | Betting & lottery | 64 | 3.6 | — | 3.9 | 3.1 | 3.7 | 7/7 |
Telecoms
10 brands. Index 100 is the segment's average Desire of 4.5 out of 10.
| # | Brand | Sub-segment | Index | Desire /10 | Change | Attraction | Affinity | Attachment | Models |
|---|---|---|---|---|---|---|---|---|---|
| 1 | Iliad | Mobile networks | 137 | 6.2 | — | 6.9 | 5.3 | 6.4 | 7/7 |
| 2 | Vodafone | Broadband & pay TV | 127 | 5.7 | — | 6.1 | 4.8 | 6.3 | 7/7 |
| 3 | WindTre | Mobile networks | 113 | 5.1 | — | 5.2 | 4.3 | 5.8 | 7/7 |
| 4 | TIM | Broadband & pay TV | 111 | 5.0 | — | 5.3 | 4.0 | 5.8 | 7/7 |
| 5 | Fastweb | Broadband & pay TV | 106 | 4.8 | — | 5.0 | 3.9 | 5.5 | 7/7 |
| 6 | Very Mobile | Mobile networks | 101 | 4.6 | — | 4.8 | 3.9 | 5.0 | 7/7 |
| 7 | NOW | Broadband & pay TV | 95 | 4.3 | — | 4.7 | 3.8 | 4.5 | 7/7 |
| 8 | Kena Mobile | Mobile networks | 80 | 3.6 | — | 3.5 | 3.1 | 4.3 | 7/7 |
| 9 | Tiscali | Broadband & pay TV | 66 | 3.0 | — | 2.9 | 2.7 | 3.4 | 7/7 |
| 10 | Tiscali Mobile | Mobile networks | 62 | 2.8 | — | 2.6 | 2.5 | 3.4 | 7/7 |
Automotive
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 | Ferrari | Premium & luxury cars | 118 | 7.0 | — | 8.6 | 6.6 | 5.8 | 7/7 |
| 2 | Toyota | Mainstream cars | 111 | 6.6 | — | 6.2 | 6.2 | 7.4 | 7/7 |
| 3 | Fiat | Mainstream cars | 106 | 6.3 | — | 6.2 | 6.0 | 6.7 | 7/7 |
| 4 | Tesla | Premium & luxury cars | 106 | 6.3 | — | 7.9 | 5.5 | 5.5 | 7/7 |
| 5 | BMW | Premium & luxury cars | 103 | 6.1 | — | 6.3 | 5.8 | 6.2 | 7/7 |
| 6 | Mercedes-Benz | Premium & luxury cars | 101 | 6.0 | — | 6.0 | 5.6 | 6.3 | 7/7 |
| 7 | Volkswagen | Mainstream cars | 98 | 5.8 | — | 5.7 | 5.2 | 6.5 | 7/7 |
| 8 | Audi | Premium & luxury cars | 93 | 5.5 | — | 5.4 | 5.2 | 5.9 | 7/7 |
| 9 | Renault | Mainstream cars | 87 | 5.1 | — | 5.2 | 4.7 | 5.5 | 7/7 |
| 10 | Dacia | Mainstream cars | 77 | 4.6 | — | 4.3 | 4.2 | 5.3 | 7/7 |
Travel
15 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 | Airbnb | Hotels & holidays | 138 | 6.5 | — | 7.3 | 5.9 | 6.3 | 7/7 |
| 2 | Tripadvisor | Hotels & holidays | 123 | 5.8 | — | 5.7 | 5.8 | 5.9 | 7/7 |
| 3 | Booking.com | Hotels & holidays | 121 | 5.7 | — | 5.7 | 4.9 | 6.6 | 7/7 |
| 4 | Italo | Transport & ride-hailing | 120 | 5.7 | — | 5.9 | 4.8 | 6.3 | 7/7 |
| 5 | Trenitalia | Transport & ride-hailing | 113 | 5.3 | — | 5.2 | 4.6 | 6.2 | 7/7 |
| 6 | Ryanair | Airlines | 105 | 5.0 | — | 6.4 | 3.4 | 5.1 | 7/7 |
| 7 | easyJet | Airlines | 102 | 4.8 | — | 5.2 | 4.1 | 5.3 | 7/7 |
| 8 | FlixBus | Transport & ride-hailing | 102 | 4.8 | — | 5.4 | 3.8 | 5.2 | 7/7 |
| 9 | ITA Airways | Airlines | 97 | 4.6 | — | 4.7 | 4.4 | 4.6 | 7/7 |
| 10 | Trainline | Transport & ride-hailing | 96 | 4.5 | — | 4.5 | 3.9 | 5.3 | 7/7 |
| 11 | Trivago | Hotels & holidays | 86 | 4.0 | — | 4.1 | 3.4 | 4.6 | 7/7 |
| 12 | Volotea | Airlines | 83 | 3.9 | — | 4.2 | 3.7 | 3.9 | 7/7 |
| 13 | eDreams | Hotels & holidays | 78 | 3.7 | — | 3.9 | 3.1 | 4.2 | 7/7 |
| 14 | Trenord | Transport & ride-hailing | 74 | 3.5 | — | 3.1 | 3.1 | 4.2 | 7/7 |
| 15 | Aeroitalia | Airlines | 62 | 3.0 | — | 2.9 | 2.9 | 3.1 | 5/7 |
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 | Dior | Skincare & cosmetics | 116 | 6.7 | — | 7.8 | 6.1 | 6.3 | 7/7 |
| 2 | Kiko Milano | Skincare & cosmetics | 114 | 6.6 | — | 7.3 | 5.9 | 6.8 | 7/7 |
| 3 | Dove | Haircare & personal care | 111 | 6.5 | — | 6.4 | 6.2 | 6.9 | 7/7 |
| 4 | La Roche-Posay | Skincare & cosmetics | 103 | 6.0 | — | 5.8 | 5.5 | 6.6 | 7/7 |
| 5 | Oral-B | Haircare & personal care | 99 | 5.8 | — | 5.9 | 4.7 | 6.8 | 7/7 |
| 6 | Gillette | Haircare & personal care | 96 | 5.6 | — | 5.8 | 4.7 | 6.3 | 7/7 |
| 7 | Estée Lauder | Skincare & cosmetics | 95 | 5.6 | — | 5.7 | 5.2 | 5.8 | 7/7 |
| 8 | Borotalco | Haircare & personal care | 91 | 5.3 | — | 4.9 | 4.7 | 6.3 | 7/7 |
| 9 | Pantene | Haircare & personal care | 90 | 5.3 | — | 5.0 | 4.7 | 6.1 | 7/7 |
| 10 | Bionike | Skincare & cosmetics | 84 | 4.9 | — | 4.5 | 4.7 | 5.6 | 7/7 |
Home & household
10 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 | Dyson | Home appliances | 118 | 6.3 | — | 7.6 | 5.2 | 6.2 | 7/7 |
| 2 | De'Longhi | Home appliances | 116 | 6.2 | — | 6.1 | 5.7 | 6.9 | 7/7 |
| 3 | Miele | Home appliances | 106 | 5.7 | — | 5.0 | 5.5 | 6.5 | 7/7 |
| 4 | Swiffer | Household products | 105 | 5.7 | — | 6.1 | 4.5 | 6.4 | 7/7 |
| 5 | Bosch | Home appliances | 104 | 5.6 | — | 5.0 | 5.0 | 6.7 | 7/7 |
| 6 | Chanteclair | Household products | 99 | 5.3 | — | 5.1 | 4.7 | 6.1 | 7/7 |
| 7 | Dash | Household products | 92 | 5.0 | — | 4.8 | 4.1 | 6.0 | 7/7 |
| 8 | Mastro Lindo | Household products | 89 | 4.8 | — | 4.5 | 4.2 | 5.6 | 7/7 |
| 9 | Ace | Household products | 85 | 4.6 | — | 4.3 | 3.8 | 5.6 | 7/7 |
| 10 | Electrolux | Home appliances | 85 | 4.5 | — | 4.1 | 4.2 | 5.3 | 7/7 |
Health & fitness
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 | Strava | Gyms & fitness | 153 | 7.3 | — | 7.5 | 7.0 | 7.5 | 7/7 |
| 2 | CrossFit | Gyms & fitness | 137 | 6.5 | — | 6.9 | 6.5 | 6.2 | 7/7 |
| 3 | Virgin Active | Gyms & fitness | 115 | 5.5 | — | 5.4 | 5.4 | 5.6 | 7/7 |
| 4 | FitActive | Gyms & fitness | 100 | 4.7 | — | 4.3 | 4.5 | 5.5 | 6/7 |
| 5 | McFit | Gyms & fitness | 97 | 4.6 | — | 4.7 | 4.1 | 5.2 | 7/7 |
| 6 | Enterogermina | Health & medicines | 86 | 4.1 | — | 3.8 | 3.3 | 5.2 | 7/7 |
| 7 | Oki | Health & medicines | 80 | 3.8 | — | 3.5 | 3.1 | 4.9 | 7/7 |
| 8 | Brufen | Health & medicines | 79 | 3.7 | — | 3.0 | 3.1 | 5.1 | 7/7 |
| 9 | Fluimucil | Health & medicines | 77 | 3.7 | — | 3.2 | 3.0 | 4.8 | 7/7 |
| 10 | Synlab | Health & medicines | 75 | 3.5 | — | 3.2 | 3.0 | 4.4 | 7/7 |
Energy
5 brands. Index 100 is the segment's average Desire of 4.5 out of 10.
| # | Brand | Sub-segment | Index | Desire /10 | Change | Attraction | Affinity | Attachment | Models |
|---|---|---|---|---|---|---|---|---|---|
| 1 | Enel | Energy & fuel | 111 | 5.0 | — | 5.3 | 3.9 | 5.7 | 7/7 |
| 2 | Plenitude | Energy & fuel | 108 | 4.8 | — | 5.0 | 4.3 | 5.1 | 7/7 |
| 3 | Eni | Energy & fuel | 106 | 4.7 | — | 5.2 | 3.5 | 5.4 | 7/7 |
| 4 | Q8 | Energy & fuel | 90 | 4.0 | — | 4.0 | 3.2 | 4.8 | 7/7 |
| 5 | IP | Energy & fuel | 85 | 3.8 | — | 3.7 | 3.2 | 4.6 | 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