Latin America · October 2026 · refreshed monthly

The brands AI wants in Mexico

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

25 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	Nu	Investing & savings	151	7.6	—	8.1	6.7	8.1	7/7
2	Mercado Pago	Cards & payments	133	6.7	—	7.1	5.8	7.3	7/7
3	BBVA	Banks	131	6.6	—	6.7	5.7	7.5	7/7
4	American Express	Cards & payments	113	5.7	—	5.5	5.5	6.2	7/7
5	Banorte	Banks	107	5.4	—	5.1	4.9	6.3	7/7
6	PayPal	Cards & payments	105	5.3	—	5.3	4.9	5.9	7/7
7	GBM	Investing & savings	105	5.3	—	5.5	4.6	5.8	7/7
8	Santander	Banks	104	5.3	—	5.3	4.6	5.9	7/7
9	Quálitas	Insurance	102	5.2	—	5.5	4.4	5.6	7/7
10	Banco Azteca	Banks	101	5.1	—	5.3	4.4	5.7	7/7
11	GNP Seguros	Insurance	101	5.1	—	5.2	4.6	5.5	7/7
12	Banregio	Banks	100	5.1	—	5.0	4.8	5.5	7/7
13	Banamex	Banks	99	5.0	—	4.9	4.4	5.7	7/7
14	Kueski Pay	Cards & payments	97	4.9	—	5.5	4.3	5.1	7/7
15	Cetesdirecto	Investing & savings	97	4.9	—	4.6	4.5	5.7	7/7
16	HSBC	Banks	96	4.9	—	4.7	4.5	5.4	7/7
17	Banco del Bienestar	Banks	93	4.7	—	4.5	4.7	4.9	7/7
18	Plata	Cards & payments	92	4.7	—	5.2	4.2	4.6	6/7
19	AXA	Insurance	89	4.5	—	4.6	4.0	4.9	7/7
20	Scotiabank	Banks	88	4.5	—	4.2	4.3	4.9	7/7
21	MetLife	Insurance	84	4.3	—	4.3	3.9	4.6	7/7
22	Profuturo	Investing & savings	84	4.3	—	3.8	4.0	5.0	7/7
23	Seguros Monterrey New York Life	Insurance	83	4.2	—	4.0	4.0	4.7	7/7
24	Inbursa	Banks	82	4.2	—	3.9	3.9	4.7	7/7
25	PensionISSSTE	Investing & savings	63	3.2	—	2.6	3.2	3.7	7/7

Grocery

9 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	Costco	Supermarkets	121	6.2	—	6.5	5.4	6.7	7/7
2	OXXO	Supermarkets	117	6.0	—	6.0	5.0	6.9	7/7
3	Bodega Aurrerá	Supermarkets	108	5.5	—	5.1	4.8	6.7	7/7
4	Walmart	Supermarkets	103	5.2	—	5.0	4.1	6.6	7/7
5	Sam's Club	Supermarkets	99	5.0	—	5.2	4.3	5.7	7/7
6	Chedraui	Supermarkets	95	4.8	—	4.5	4.4	5.7	7/7
7	Soriana	Supermarkets	91	4.7	—	4.3	4.2	5.4	7/7
8	Tiendas 3B	Supermarkets	84	4.3	—	4.2	3.7	4.9	7/7
9	7-Eleven	Supermarkets	83	4.2	—	4.2	3.7	4.8	7/7

Retail

29 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	Mercado Libre	Online marketplaces	142	7.5	—	7.8	6.6	8.0	7/7
2	Sephora	Health & beauty stores	128	6.7	—	7.4	6.4	6.2	7/7
3	Amazon	Online marketplaces	127	6.7	—	7.0	5.3	7.7	7/7
4	IKEA	Home, furniture & DIY	124	6.5	—	7.3	5.9	6.3	7/7
5	Liverpool	Department & variety stores	117	6.1	—	6.1	5.7	6.7	7/7
6	El Palacio de Hierro	Department & variety stores	112	5.9	—	6.4	5.5	5.8	7/7
7	The Home Depot	Home, furniture & DIY	112	5.9	—	5.7	5.5	6.6	7/7
8	Miniso	Department & variety stores	110	5.8	—	6.8	5.1	5.4	7/7
9	Farmacias Guadalajara	Health & beauty stores	108	5.7	—	5.4	4.9	6.8	7/7
10	iShop Mixup	Electricals retail	107	5.6	—	5.9	5.3	5.6	7/7
11	Farmacias del Ahorro	Health & beauty stores	106	5.6	—	5.4	4.7	6.6	7/7
12	Kavak	Online marketplaces	105	5.5	—	6.4	4.7	5.3	7/7
13	Coppel	Department & variety stores	103	5.4	—	5.0	4.6	6.5	7/7
14	Walmart Marketplace	Online marketplaces	102	5.3	—	5.0	4.7	6.3	7/7
15	Comex	Home, furniture & DIY	101	5.3	—	5.0	4.9	6.0	7/7
16	Farmacias San Pablo	Health & beauty stores	101	5.3	—	4.9	4.7	6.3	7/7
17	Steren	Electricals retail	97	5.1	—	5.3	4.5	5.5	7/7
18	Sanborns	Department & variety stores	96	5.0	—	4.6	4.8	5.7	7/7
19	Elektra	Electricals retail	91	4.8	—	5.2	3.8	5.4	7/7
20	Interceramic	Home, furniture & DIY	88	4.6	—	4.5	4.5	4.9	7/7
21	Farmacias Benavides	Health & beauty stores	86	4.5	—	4.0	4.0	5.5	7/7
22	Temu	Online marketplaces	85	4.5	—	6.3	3.1	4.0	7/7
23	AliExpress	Online marketplaces	85	4.4	—	5.5	3.3	4.5	7/7
24	Office Depot	Electricals retail	83	4.4	—	4.2	3.8	5.1	7/7
25	Waldo's	Department & variety stores	82	4.3	—	4.3	3.7	4.8	7/7
26	eBay	Online marketplaces	81	4.2	—	4.4	4.1	4.2	7/7
27	OfficeMax	Electricals retail	75	4.0	—	3.8	3.5	4.5	7/7
28	Muebles Dico	Home, furniture & DIY	73	3.9	—	3.5	3.8	4.3	7/7
29	Sears	Department & variety stores	72	3.8	—	3.4	3.7	4.3	7/7

Fashion

17 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	Nike	Sportswear & footwear	134	7.8	—	8.3	7.4	7.7	7/7
2	Adidas	Sportswear & footwear	120	7.0	—	7.3	6.8	7.0	7/7
3	Louis Vuitton	Luxury	118	6.9	—	8.1	6.2	6.4	7/7
4	Dior	Luxury	114	6.6	—	7.6	6.0	6.2	7/7
5	Zara	Clothing retail	113	6.6	—	7.6	5.7	6.4	7/7
6	New Balance	Sportswear & footwear	102	5.9	—	6.0	5.8	6.0	7/7
7	Puma	Sportswear & footwear	102	5.9	—	6.2	5.7	5.9	7/7
8	H&M	Clothing retail	99	5.8	—	6.2	5.2	5.8	7/7
9	Shein	Clothing retail	98	5.7	—	7.6	4.3	5.2	7/7
10	Bershka	Clothing retail	93	5.4	—	6.2	4.9	5.2	7/7
11	Carolina Herrera	Luxury	92	5.4	—	5.6	5.2	5.3	7/7
12	Cuidado con el Perro	Clothing retail	91	5.3	—	5.5	5.1	5.2	7/7
13	Stradivarius	Clothing retail	89	5.2	—	5.6	4.8	5.1	7/7
14	Coach	Luxury	87	5.1	—	5.0	5.0	5.3	7/7
15	Montblanc	Luxury	87	5.1	—	5.1	5.1	5.0	7/7
16	Suburbia	Clothing retail	85	4.9	—	4.6	4.7	5.5	7/7
17	Price Shoes	Sportswear & footwear	76	4.5	—	4.3	4.1	5.0	7/7

Food & drink

20 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	Corona	Alcoholic drinks	120	7.0	—	7.2	6.8	6.9	7/7
2	Sabritas	Snacks & confectionery	117	6.8	—	7.2	6.2	7.0	7/7
3	Red Bull	Soft drinks	113	6.6	—	7.5	6.2	6.1	7/7
4	Coca-Cola	Soft drinks	112	6.5	—	6.5	6.0	7.1	7/7
5	José Cuervo	Alcoholic drinks	108	6.3	—	6.7	6.1	6.0	7/7
6	Bimbo	Packaged food & hot drinks	106	6.2	—	5.8	5.4	7.3	7/7
7	Kinder	Snacks & confectionery	105	6.1	—	6.4	5.6	6.2	7/7
8	Gamesa	Snacks & confectionery	104	6.0	—	5.8	5.5	6.8	7/7
9	Nutella	Packaged food & hot drinks	103	6.0	—	6.5	5.3	6.2	7/7
10	Nestlé	Packaged food & hot drinks	98	5.7	—	6.0	4.6	6.6	7/7
11	Lala	Packaged food & hot drinks	98	5.7	—	5.1	5.0	6.9	7/7
12	Electrolit	Soft drinks	97	5.6	—	5.8	5.0	6.1	7/7
13	Pepsi	Soft drinks	95	5.5	—	5.5	5.1	5.9	7/7
14	De la Rosa	Snacks & confectionery	94	5.5	—	5.4	5.0	6.0	7/7
15	Bacardí	Alcoholic drinks	94	5.5	—	5.7	5.3	5.5	7/7
16	Buchanan's	Alcoholic drinks	90	5.2	—	5.2	5.2	5.3	7/7
17	Hershey's	Snacks & confectionery	90	5.2	—	5.4	4.8	5.5	7/7
18	Sol	Alcoholic drinks	89	5.2	—	4.9	5.1	5.5	7/7
19	McCormick	Packaged food & hot drinks	87	5.0	—	4.7	4.6	5.8	7/7
20	Squirt	Soft drinks	82	4.8	—	4.8	4.5	5.0	7/7

Eating out

18 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	Starbucks	Coffee shops & bakeries	124	6.5	—	6.8	6.0	6.5	7/7
2	McDonald's	Fast food & restaurants	120	6.3	—	6.6	5.3	6.8	7/7
3	Rappi	Food delivery	119	6.2	—	6.9	5.0	6.8	7/7
4	Uber Eats	Food delivery	113	5.9	—	6.2	4.9	6.7	7/7
5	Bodega Aurrera	Food delivery	107	5.6	—	5.2	4.7	6.8	7/7
6	Domino's	Fast food & restaurants	107	5.6	—	6.1	4.6	6.0	7/7
7	KFC	Fast food & restaurants	103	5.4	—	5.9	4.7	5.5	7/7
8	Jüsto	Food delivery	101	5.3	—	5.7	5.0	5.2	7/7
9	DiDi Food	Food delivery	101	5.3	—	5.5	4.3	6.1	7/7
10	Krispy Kreme	Coffee shops & bakeries	99	5.2	—	5.9	4.8	4.8	7/7
11	Subway	Fast food & restaurants	96	5.0	—	5.1	4.6	5.3	7/7
12	Bisquets Obregón	Coffee shops & bakeries	94	4.9	—	4.5	4.9	5.3	7/7
13	La Esperanza	Coffee shops & bakeries	94	4.9	—	4.5	4.9	5.3	7/7
14	Pizza Hut	Fast food & restaurants	92	4.8	—	5.1	4.4	5.0	7/7
15	Little Caesars	Fast food & restaurants	91	4.7	—	4.9	4.1	5.1	7/7
16	Burger King	Fast food & restaurants	88	4.6	—	4.9	4.1	4.8	7/7
17	Carl's Jr.	Fast food & restaurants	78	4.1	—	4.5	3.7	4.1	7/7
18	Tim Hortons	Coffee shops & bakeries	72	3.7	—	3.7	3.8	3.7	7/7

Technology

28 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	130	7.9	—	8.3	7.0	8.3	7/7
2	WhatsApp	Social media & messaging	126	7.6	—	6.8	7.2	8.7	7/7
3	TikTok	Social media & messaging	125	7.5	—	8.8	6.5	7.3	7/7
4	Google	Search & AI assistants	124	7.5	—	7.6	6.3	8.6	7/7
5	Apple	Phones & devices	121	7.3	—	7.9	6.5	7.5	7/7
6	ChatGPT	Search & AI assistants	119	7.2	—	8.1	6.0	7.5	7/7
7	Samsung	Phones & devices	117	7.1	—	7.4	6.1	7.8	7/7
8	Instagram	Social media & messaging	116	7.0	—	7.7	6.3	7.1	7/7
9	Canva	Software & cloud	115	7.0	—	7.2	6.4	7.3	7/7
10	Microsoft	Software & cloud	103	6.2	—	6.2	5.1	7.3	7/7
11	Xiaomi	Phones & devices	103	6.2	—	6.8	5.2	6.6	7/7
12	Discord	Social media & messaging	100	6.0	—	6.1	6.0	6.0	7/7
13	Adobe	Software & cloud	99	6.0	—	6.3	5.4	6.3	7/7
14	Telegram	Social media & messaging	98	5.9	—	6.1	5.4	6.4	7/7
15	Pinterest	Social media & messaging	97	5.9	—	5.9	5.8	5.9	7/7
16	Gemini	Search & AI assistants	96	5.8	—	6.3	5.0	6.1	7/7
17	Facebook	Social media & messaging	95	5.8	—	5.7	5.2	6.4	7/7
18	Zoom	Software & cloud	94	5.7	—	5.6	5.0	6.4	7/7
19	LinkedIn	Social media & messaging	91	5.5	—	5.4	5.2	5.9	7/7
20	Motorola	Phones & devices	89	5.4	—	5.0	4.9	6.3	7/7
21	X	Social media & messaging	89	5.3	—	6.3	4.6	5.1	6/7
22	Claude	Search & AI assistants	88	5.3	—	5.6	5.0	5.3	7/7
23	Microsoft Copilot	Search & AI assistants	86	5.2	—	5.4	4.5	5.7	7/7
24	iCloud	Software & cloud	85	5.1	—	4.7	4.6	6.1	7/7
25	Huawei	Phones & devices	84	5.0	—	5.7	4.1	5.4	7/7
26	DeepSeek	Search & AI assistants	82	5.0	—	6.1	3.9	5.0	6/7
27	Grok	Search & AI assistants	79	4.8	—	6.0	4.2	4.1	6/7
28	Yahoo	Search & AI assistants	48	2.9	—	2.6	2.8	3.3	7/7

Media & entertainment

30 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	Spotify	Music & audio	130	7.6	—	7.9	6.7	8.1	7/7
2	Minecraft	Gaming	128	7.5	—	7.7	7.2	7.5	7/7
3	Netflix	Video streaming & TV	124	7.3	—	8.0	6.3	7.5	7/7
4	Nintendo	Gaming	122	7.1	—	7.7	6.7	6.9	7/7
5	Fortnite	Gaming	121	7.0	—	8.2	6.3	6.7	7/7
6	Steam	Gaming	118	6.9	—	7.1	6.3	7.3	7/7
7	PlayStation	Gaming	117	6.8	—	7.4	6.2	6.9	7/7
8	Xbox	Gaming	110	6.4	—	6.7	6.0	6.6	7/7
9	Roblox	Gaming	110	6.4	—	7.6	5.8	5.8	7/7
10	Disney+	Video streaming & TV	109	6.3	—	6.8	5.7	6.6	7/7
11	YouTube Music	Music & audio	107	6.2	—	6.5	5.5	6.6	7/7
12	La Jornada	News & publishing	105	6.1	—	6.2	6.2	5.9	7/7
13	HBO Max	Video streaming & TV	104	6.1	—	6.7	5.5	6.0	7/7
14	Reforma	News & publishing	104	6.0	—	6.5	5.4	6.2	7/7
15	Epic Games	Gaming	101	5.9	—	6.8	5.2	5.7	7/7
16	Lotería Nacional	Betting & lottery	101	5.9	—	6.0	5.8	5.8	7/7
17	Apple Music	Music & audio	100	5.8	—	5.7	5.4	6.3	7/7
18	El Universal	News & publishing	98	5.7	—	5.9	5.1	6.1	7/7
19	Prime Video	Video streaming & TV	95	5.5	—	5.6	4.8	6.3	7/7
20	El Financiero	News & publishing	92	5.3	—	5.6	4.8	5.6	7/7
21	ViX	Video streaming & TV	91	5.3	—	5.5	5.2	5.3	7/7
22	Melate	Betting & lottery	90	5.3	—	5.7	4.8	5.2	7/7
23	SoundCloud	Music & audio	87	5.1	—	5.5	5.3	4.5	7/7
24	TV Azteca	Video streaming & TV	86	5.0	—	5.0	4.6	5.4	7/7
25	Pronósticos	Betting & lottery	84	4.9	—	5.0	4.7	4.9	7/7
26	Caliente	Betting & lottery	82	4.8	—	5.8	4.1	4.5	7/7
27	Excélsior	News & publishing	76	4.5	—	4.5	4.0	4.8	7/7
28	Amazon Music	Music & audio	74	4.3	—	4.1	3.7	5.1	7/7
29	Codere	Betting & lottery	69	4.0	—	4.6	3.5	4.0	7/7
30	Playdoit	Betting & lottery	64	3.7	—	4.2	3.4	3.5	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	Telcel	Mobile networks	135	6.4	—	6.4	5.5	7.3	7/7
2	Starlink	Broadband & pay TV	123	5.9	—	7.5	4.6	5.6	7/7
3	Bait	Mobile networks	112	5.3	—	5.9	4.7	5.4	6/7
4	Totalplay	Broadband & pay TV	106	5.1	—	5.5	4.0	5.6	7/7
5	Movistar	Mobile networks	95	4.5	—	4.5	4.0	5.1	7/7
6	AT&T	Mobile networks	94	4.5	—	4.6	4.0	4.9	7/7
7	Megacable	Broadband & pay TV	86	4.1	—	4.0	3.4	4.9	7/7
8	Izzi	Broadband & pay TV	85	4.1	—	4.1	3.3	4.8	7/7
9	Telmex	Broadband & pay TV	84	4.0	—	3.9	3.0	5.1	7/7
10	Unefon	Mobile networks	81	3.9	—	3.9	3.4	4.3	7/7

Automotive

14 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	Toyota	Mainstream cars	117	7.0	—	6.5	6.7	7.8	7/7
2	Porsche	Premium & luxury cars	109	6.5	—	7.2	6.4	6.0	7/7
3	Mercedes-Benz	Premium & luxury cars	107	6.4	—	6.7	6.1	6.4	7/7
4	Mazda	Mainstream cars	105	6.3	—	6.4	6.1	6.4	7/7
5	Tesla	Premium & luxury cars	104	6.2	—	8.0	5.6	5.0	7/7
6	BMW	Premium & luxury cars	101	6.1	—	6.4	5.8	6.0	7/7
7	Nissan	Mainstream cars	101	6.0	—	5.9	5.5	6.7	7/7
8	Honda	Mainstream cars	100	6.0	—	5.6	5.8	6.6	7/7
9	Kia	Mainstream cars	99	5.9	—	6.3	5.3	6.2	7/7
10	Volkswagen	Mainstream cars	95	5.7	—	5.7	5.2	6.2	7/7
11	Audi	Premium & luxury cars	94	5.6	—	5.8	5.4	5.7	7/7
12	Chevrolet	Mainstream cars	93	5.6	—	5.5	5.1	6.1	7/7
13	BYD	Mainstream cars	92	5.5	—	6.8	4.7	5.1	6/7
14	Suzuki	Mainstream cars	83	5.0	—	4.7	4.8	5.4	7/7

Travel

15 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	125	6.4	—	7.4	5.6	6.1	7/7
2	Uber	Transport & ride-hailing	124	6.3	—	6.7	5.0	7.3	7/7
3	Booking.com	Hotels & holidays	118	6.0	—	6.2	5.1	6.7	7/7
4	Metro CDMX	Transport & ride-hailing	113	5.8	—	5.8	4.8	6.7	7/7
5	Aeroméxico	Airlines	109	5.6	—	5.7	5.2	5.8	6/7
6	Volaris	Airlines	107	5.5	—	6.1	4.5	5.8	7/7
7	Viva Aerobus	Airlines	104	5.3	—	6.0	4.4	5.4	7/7
8	DiDi	Transport & ride-hailing	102	5.2	—	5.5	3.9	6.2	7/7
9	Despegar	Hotels & holidays	101	5.1	—	5.2	4.5	5.7	7/7
10	Tren Maya	Transport & ride-hailing	97	5.0	—	6.5	4.2	4.2	7/7
11	Expedia	Hotels & holidays	92	4.7	—	4.6	4.2	5.2	7/7
12	Delta	Airlines	86	4.4	—	4.6	4.1	4.5	7/7
13	Best Day	Hotels & holidays	80	4.1	—	3.8	3.9	4.5	7/7
14	Mexicana	Airlines	75	3.8	—	4.3	3.9	3.3	7/7
15	Hertz	Transport & ride-hailing	69	3.5	—	3.4	3.4	3.9	7/7

Beauty & personal care

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	Dove	Haircare & personal care	123	6.8	—	6.4	6.9	7.2	7/7
2	Maybelline	Skincare & cosmetics	115	6.4	—	6.7	5.6	6.8	7/7
3	Natura	Skincare & cosmetics	109	6.0	—	5.6	6.5	6.0	7/7
4	La Roche-Posay	Skincare & cosmetics	106	5.9	—	5.8	5.4	6.5	7/7
5	Head & Shoulders	Haircare & personal care	105	5.8	—	5.8	5.1	6.7	7/7
6	Elvive	Haircare & personal care	101	5.6	—	5.6	5.2	6.0	7/7
7	Herbal Essences	Haircare & personal care	98	5.5	—	5.7	5.2	5.5	7/7
8	Cetaphil	Skincare & cosmetics	87	4.8	—	4.1	4.5	5.8	7/7
9	Mary Kay	Skincare & cosmetics	82	4.6	—	3.8	5.1	4.8	7/7
10	Caprice	Haircare & personal care	73	4.1	—	3.6	3.7	4.8	6/7

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	LG	Home appliances	115	6.2	—	6.6	5.4	6.7	7/7
2	Fabuloso	Household products	109	5.9	—	6.0	4.7	6.9	7/7
3	Whirlpool	Home appliances	102	5.5	—	5.3	4.8	6.3	7/7
4	Nutribullet	Home appliances	101	5.5	—	5.7	5.1	5.7	7/7
5	Ariel	Household products	101	5.4	—	5.4	4.3	6.6	7/7
6	Suavitel	Household products	100	5.4	—	5.1	4.5	6.6	7/7
7	Downy	Household products	100	5.4	—	5.3	4.4	6.4	7/7
8	Mabe	Home appliances	99	5.3	—	4.9	4.9	6.2	7/7
9	Kleenex	Household products	89	4.8	—	4.7	4.1	5.7	7/7
10	Hisense	Home appliances	83	4.5	—	4.8	3.7	5.0	7/7

Health & fitness

10 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	Farmacias Similares	Health & medicines	131	6.6	—	6.8	5.6	7.5	7/7
2	Smart Fit	Gyms & fitness	124	6.3	—	6.5	5.5	6.9	7/7
3	Wellhub	Gyms & fitness	106	5.4	—	5.5	4.9	5.7	6/7
4	Vick	Health & medicines	104	5.3	—	5.1	4.4	6.2	7/7
5	Sport City	Gyms & fitness	99	5.0	—	4.5	4.9	5.6	7/7
6	Anytime Fitness	Gyms & fitness	96	4.9	—	4.3	4.8	5.5	7/7
7	Pepto-Bismol	Health & medicines	90	4.5	—	4.8	3.7	5.2	7/7
8	Sports World	Gyms & fitness	85	4.3	—	3.8	4.4	4.8	7/7
9	Alka-Seltzer	Health & medicines	84	4.3	—	4.2	3.5	5.1	7/7
10	Neurobion	Health & medicines	81	4.1	—	3.9	3.5	5.0	7/7

Energy

5 brands. Index 100 is the segment's average Desire of 4.3 out of 10.

#	Brand	Sub-segment	Index	Desire /10	Change	Attraction	Affinity	Attachment	Models
1	OXXO Gas	Energy & fuel	120	5.1	—	5.1	4.4	5.8	7/7
2	Pemex	Energy & fuel	107	4.6	—	4.9	3.6	5.3	7/7
3	CFE	Energy & fuel	99	4.2	—	4.6	3.1	5.0	7/7
4	G500	Energy & fuel	89	3.8	—	3.8	3.3	4.2	5/7
5	BP	Energy & fuel	86	3.7	—	3.9	3.2	4.0	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.

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