Europe · October 2026 · refreshed monthly
The brands AI wants in Poland
7 AI models were asked how well they know the top brands in Poland 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
24 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 | BLIK | Cards & payments | 141 | 6.9 | — | 7.1 | 5.5 | 8.0 | 7/7 |
| 2 | Revolut | Investing & savings | 139 | 6.8 | — | 7.5 | 5.5 | 7.3 | 7/7 |
| 3 | mBank | Banks | 133 | 6.5 | — | 7.1 | 5.7 | 6.8 | 7/7 |
| 4 | ING | Banks | 127 | 6.2 | — | 6.3 | 5.6 | 6.8 | 7/7 |
| 5 | PKO Bank Polski | Banks | 125 | 6.1 | — | 5.8 | 5.6 | 6.9 | 7/7 |
| 6 | XTB | Investing & savings | 109 | 5.3 | — | 5.7 | 4.5 | 5.8 | 7/7 |
| 7 | Pekao | Banks | 107 | 5.2 | — | 4.9 | 4.8 | 6.0 | 7/7 |
| 8 | PZU | Insurance | 105 | 5.1 | — | 5.2 | 4.6 | 5.6 | 7/7 |
| 9 | PayPal | Cards & payments | 103 | 5.0 | — | 4.8 | 4.4 | 5.9 | 7/7 |
| 10 | Klarna | Cards & payments | 100 | 4.9 | — | 5.6 | 4.0 | 5.0 | 7/7 |
| 11 | Alior Bank | Banks | 95 | 4.7 | — | 4.8 | 4.0 | 5.1 | 7/7 |
| 12 | Obligacje Skarbowe | Investing & savings | 95 | 4.6 | — | 4.1 | 4.4 | 5.4 | 7/7 |
| 13 | Millennium | Banks | 94 | 4.6 | — | 4.6 | 4.1 | 5.1 | 7/7 |
| 14 | Santander | Banks | 93 | 4.6 | — | 4.4 | 3.9 | 5.3 | 7/7 |
| 15 | BNP Paribas | Banks | 90 | 4.4 | — | 4.3 | 4.3 | 4.7 | 7/7 |
| 16 | Link4 | Insurance | 89 | 4.3 | — | 4.8 | 3.6 | 4.6 | 7/7 |
| 17 | Ergo Hestia | Insurance | 87 | 4.3 | — | 4.1 | 4.0 | 4.7 | 7/7 |
| 18 | Warta | Insurance | 85 | 4.2 | — | 3.9 | 3.9 | 4.7 | 7/7 |
| 19 | Nationale-Nederlanden | Investing & savings | 84 | 4.1 | — | 3.6 | 4.0 | 4.8 | 7/7 |
| 20 | PayPo | Cards & payments | 84 | 4.1 | — | 4.4 | 3.4 | 4.5 | 7/7 |
| 21 | Bossa | Investing & savings | 81 | 4.0 | — | 3.5 | 3.9 | 4.6 | 6/7 |
| 22 | Credit Agricole | Banks | 79 | 3.9 | — | 3.5 | 3.8 | 4.2 | 7/7 |
| 23 | UNIQA | Insurance | 79 | 3.8 | — | 3.8 | 3.6 | 4.1 | 7/7 |
| 24 | Paysafecard | Cards & payments | 74 | 3.6 | — | 3.8 | 3.3 | 3.9 | 7/7 |
Grocery
11 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 | Lidl | Supermarkets | 133 | 6.4 | — | 6.8 | 5.3 | 7.2 | 7/7 |
| 2 | Biedronka | Supermarkets | 131 | 6.3 | — | 6.5 | 5.2 | 7.3 | 7/7 |
| 3 | Żabka | Supermarkets | 126 | 6.1 | — | 6.5 | 4.9 | 6.9 | 7/7 |
| 4 | Aldi | Supermarkets | 97 | 4.7 | — | 4.6 | 4.0 | 5.3 | 7/7 |
| 5 | Dino | Supermarkets | 96 | 4.6 | — | 4.2 | 4.3 | 5.4 | 7/7 |
| 6 | Kaufland | Supermarkets | 94 | 4.5 | — | 4.5 | 4.0 | 5.2 | 7/7 |
| 7 | Carrefour | Supermarkets | 91 | 4.4 | — | 4.3 | 3.9 | 5.0 | 7/7 |
| 8 | Netto | Supermarkets | 87 | 4.2 | — | 4.0 | 3.5 | 5.1 | 7/7 |
| 9 | Auchan | Supermarkets | 84 | 4.0 | — | 3.9 | 3.6 | 4.7 | 7/7 |
| 10 | Stokrotka | Supermarkets | 84 | 4.0 | — | 3.5 | 3.7 | 5.0 | 7/7 |
| 11 | Lewiatan | Supermarkets | 76 | 3.7 | — | 2.8 | 3.8 | 4.4 | 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 | 144 | 7.3 | — | 7.8 | 6.7 | 7.6 | 7/7 |
| 2 | Allegro | Online marketplaces | 133 | 6.7 | — | 6.8 | 5.6 | 7.9 | 7/7 |
| 3 | Rossmann | Health & beauty stores | 128 | 6.5 | — | 6.2 | 5.7 | 7.7 | 7/7 |
| 4 | Sephora | Health & beauty stores | 126 | 6.4 | — | 7.1 | 6.1 | 6.0 | 7/7 |
| 5 | Vinted | Online marketplaces | 124 | 6.3 | — | 6.7 | 6.0 | 6.2 | 7/7 |
| 6 | x-kom | Electricals retail | 123 | 6.3 | — | 6.7 | 5.9 | 6.3 | 7/7 |
| 7 | Notino | Health & beauty stores | 120 | 6.1 | — | 6.6 | 5.3 | 6.4 | 7/7 |
| 8 | Empik | Online marketplaces | 118 | 6.0 | — | 5.7 | 6.0 | 6.3 | 7/7 |
| 9 | Hebe | Health & beauty stores | 111 | 5.6 | — | 5.8 | 5.1 | 6.0 | 7/7 |
| 10 | Amazon | Online marketplaces | 110 | 5.6 | — | 6.1 | 4.4 | 6.3 | 7/7 |
| 11 | Leroy Merlin | Home, furniture & DIY | 108 | 5.5 | — | 5.4 | 5.1 | 6.0 | 7/7 |
| 12 | OLX | Online marketplaces | 107 | 5.5 | — | 5.8 | 4.7 | 5.9 | 7/7 |
| 13 | Castorama | Home, furniture & DIY | 104 | 5.3 | — | 5.2 | 4.8 | 6.0 | 7/7 |
| 14 | MediaMarkt | Electricals retail | 102 | 5.2 | — | 5.5 | 4.5 | 5.5 | 7/7 |
| 15 | Otomoto | Online marketplaces | 100 | 5.1 | — | 5.1 | 4.5 | 5.6 | 7/7 |
| 16 | TK Maxx | Department & variety stores | 98 | 5.0 | — | 6.0 | 4.2 | 4.7 | 7/7 |
| 17 | Smyk | Department & variety stores | 97 | 4.9 | — | 4.9 | 4.6 | 5.3 | 7/7 |
| 18 | Pepco | Department & variety stores | 96 | 4.9 | — | 5.1 | 4.0 | 5.6 | 7/7 |
| 19 | Media Expert | Electricals retail | 96 | 4.9 | — | 5.1 | 4.2 | 5.3 | 7/7 |
| 20 | Shein | Online marketplaces | 93 | 4.7 | — | 6.5 | 3.4 | 4.3 | 7/7 |
| 21 | RTV Euro AGD | Electricals retail | 93 | 4.7 | — | 4.7 | 4.1 | 5.4 | 7/7 |
| 22 | JYSK | Home, furniture & DIY | 92 | 4.7 | — | 4.5 | 4.2 | 5.4 | 7/7 |
| 23 | DOZ | Health & beauty stores | 88 | 4.5 | — | 4.1 | 3.8 | 5.5 | 7/7 |
| 24 | Home&You | Department & variety stores | 87 | 4.4 | — | 4.5 | 4.1 | 4.7 | 7/7 |
| 25 | Komputronik | Electricals retail | 87 | 4.4 | — | 4.3 | 4.2 | 4.8 | 7/7 |
| 26 | Agata Meble | Home, furniture & DIY | 86 | 4.4 | — | 4.1 | 4.2 | 4.9 | 7/7 |
| 27 | Action | Department & variety stores | 82 | 4.2 | — | 4.4 | 3.3 | 4.7 | 7/7 |
| 28 | Temu | Online marketplaces | 80 | 4.1 | — | 5.9 | 2.5 | 3.8 | 7/7 |
| 29 | OBI | Home, furniture & DIY | 79 | 4.0 | — | 3.9 | 3.6 | 4.5 | 7/7 |
| 30 | AliExpress | Online marketplaces | 77 | 3.9 | — | 5.0 | 2.5 | 4.2 | 7/7 |
| 31 | Half Price | Department & variety stores | 75 | 3.8 | — | 4.3 | 3.2 | 4.0 | 7/7 |
| 32 | PSB Mrówka | Home, furniture & DIY | 69 | 3.5 | — | 3.1 | 3.4 | 4.1 | 7/7 |
| 33 | Bricomarché | Home, furniture & DIY | 66 | 3.4 | — | 3.2 | 3.1 | 3.8 | 7/7 |
Fashion
18 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 | Nike | Sportswear & footwear | 142 | 7.6 | — | 8.3 | 7.1 | 7.3 | 7/7 |
| 2 | Adidas | Sportswear & footwear | 129 | 6.9 | — | 7.2 | 6.6 | 6.9 | 7/7 |
| 3 | Decathlon | Sportswear & footwear | 129 | 6.9 | — | 6.6 | 6.6 | 7.4 | 7/7 |
| 4 | Zalando | Clothing retail | 111 | 5.9 | — | 6.3 | 5.0 | 6.5 | 7/7 |
| 5 | Zara | Clothing retail | 111 | 5.9 | — | 6.9 | 5.1 | 5.6 | 7/7 |
| 6 | Louis Vuitton | Luxury | 107 | 5.7 | — | 7.4 | 5.0 | 4.7 | 7/7 |
| 7 | Pandora | Luxury | 106 | 5.7 | — | 5.9 | 5.5 | 5.6 | 7/7 |
| 8 | H&M | Clothing retail | 102 | 5.4 | — | 5.5 | 5.0 | 5.7 | 7/7 |
| 9 | Reserved | Clothing retail | 102 | 5.4 | — | 5.4 | 5.1 | 5.7 | 7/7 |
| 10 | Swarovski | Luxury | 98 | 5.2 | — | 5.9 | 4.9 | 4.8 | 7/7 |
| 11 | Apart | Luxury | 95 | 5.0 | — | 5.0 | 4.9 | 5.3 | 7/7 |
| 12 | CCC | Sportswear & footwear | 88 | 4.7 | — | 4.6 | 4.2 | 5.3 | 7/7 |
| 13 | Bershka | Clothing retail | 86 | 4.6 | — | 5.2 | 4.1 | 4.5 | 7/7 |
| 14 | Sinsay | Clothing retail | 85 | 4.5 | — | 4.9 | 4.0 | 4.7 | 7/7 |
| 15 | W.Kruk | Luxury | 82 | 4.4 | — | 4.3 | 4.4 | 4.5 | 7/7 |
| 16 | Mohito | Clothing retail | 78 | 4.1 | — | 4.1 | 4.0 | 4.3 | 7/7 |
| 17 | House | Clothing retail | 76 | 4.1 | — | 4.0 | 3.9 | 4.2 | 7/7 |
| 18 | Martes Sport | Sportswear & footwear | 72 | 3.8 | — | 3.6 | 3.6 | 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 | Red Bull | Soft drinks | 127 | 7.1 | — | 8.0 | 6.5 | 6.7 | 7/7 |
| 2 | Wedel E. Wedel | Snacks & confectionery | 116 | 6.5 | — | 6.4 | 6.1 | 6.9 | 7/7 |
| 3 | Tymbark | Soft drinks | 111 | 6.2 | — | 5.9 | 6.0 | 6.5 | 7/7 |
| 4 | Żywiec | Alcoholic drinks | 110 | 6.1 | — | 6.1 | 6.0 | 6.3 | 7/7 |
| 5 | Coca-Cola | Soft drinks | 109 | 6.1 | — | 6.3 | 5.5 | 6.4 | 7/7 |
| 6 | Monster Energy | Soft drinks | 107 | 6.0 | — | 6.8 | 5.5 | 5.5 | 7/7 |
| 7 | Kinder | Snacks & confectionery | 106 | 5.9 | — | 6.2 | 5.2 | 6.3 | 7/7 |
| 8 | Lech | Alcoholic drinks | 105 | 5.8 | — | 5.6 | 5.7 | 6.1 | 7/7 |
| 9 | Lay's | Snacks & confectionery | 104 | 5.8 | — | 6.6 | 4.9 | 5.9 | 7/7 |
| 10 | Wawel | Snacks & confectionery | 103 | 5.7 | — | 5.5 | 5.5 | 6.2 | 7/7 |
| 11 | Żubr | Alcoholic drinks | 98 | 5.4 | — | 5.3 | 5.2 | 5.8 | 7/7 |
| 12 | Jack Daniel's | Alcoholic drinks | 96 | 5.3 | — | 5.8 | 5.2 | 5.1 | 7/7 |
| 13 | Oshee | Soft drinks | 94 | 5.2 | — | 4.9 | 5.1 | 5.7 | 7/7 |
| 14 | Łowicz | Packaged food & hot drinks | 93 | 5.2 | — | 4.8 | 4.8 | 5.8 | 7/7 |
| 15 | Lajkonik | Snacks & confectionery | 91 | 5.1 | — | 4.9 | 4.8 | 5.5 | 7/7 |
| 16 | Tchibo | Packaged food & hot drinks | 90 | 5.0 | — | 5.5 | 4.3 | 5.3 | 7/7 |
| 17 | Warka | Alcoholic drinks | 87 | 4.8 | — | 4.5 | 4.7 | 5.3 | 7/7 |
| 18 | Sokołów | Packaged food & hot drinks | 85 | 4.8 | — | 4.4 | 4.2 | 5.6 | 7/7 |
| 19 | Knorr | Packaged food & hot drinks | 85 | 4.7 | — | 4.5 | 3.8 | 5.9 | 7/7 |
| 20 | Jacobs | Packaged food & hot drinks | 83 | 4.6 | — | 4.2 | 3.9 | 5.7 | 7/7 |
Eating out
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 | McDonald's | Fast food & restaurants | 120 | 6.1 | — | 6.6 | 5.1 | 6.7 | 7/7 |
| 2 | Wolt | Food delivery | 117 | 6.0 | — | 6.3 | 5.3 | 6.3 | 7/7 |
| 3 | Pijalnia Czekolady E. Wedel | Coffee shops & bakeries | 114 | 5.8 | — | 6.0 | 5.8 | 5.6 | 7/7 |
| 4 | Starbucks | Coffee shops & bakeries | 112 | 5.7 | — | 6.3 | 5.2 | 5.6 | 7/7 |
| 5 | Pyszne.pl | Food delivery | 106 | 5.4 | — | 5.2 | 4.7 | 6.4 | 7/7 |
| 6 | Glovo | Food delivery | 106 | 5.4 | — | 6.0 | 4.3 | 5.8 | 7/7 |
| 7 | KFC | Fast food & restaurants | 104 | 5.3 | — | 5.9 | 4.5 | 5.4 | 7/7 |
| 8 | Cukiernia Sowa | Coffee shops & bakeries | 102 | 5.2 | — | 4.9 | 5.4 | 5.3 | 7/7 |
| 9 | Uber Eats | Food delivery | 98 | 5.0 | — | 5.5 | 4.1 | 5.4 | 7/7 |
| 10 | Green Caffè Nero | Coffee shops & bakeries | 93 | 4.8 | — | 4.6 | 4.9 | 4.8 | 7/7 |
| 11 | Domino's | Fast food & restaurants | 89 | 4.5 | — | 4.9 | 3.9 | 4.8 | 7/7 |
| 12 | Frisco | Food delivery | 87 | 4.4 | — | 4.2 | 3.8 | 5.3 | 7/7 |
| 13 | Pizza Hut | Fast food & restaurants | 85 | 4.3 | — | 4.5 | 3.9 | 4.5 | 7/7 |
| 14 | Burger King | Fast food & restaurants | 84 | 4.3 | — | 4.9 | 3.6 | 4.4 | 7/7 |
| 15 | Costa Coffee | Coffee shops & bakeries | 84 | 4.3 | — | 4.0 | 4.2 | 4.6 | 7/7 |
Technology
27 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 | 129 | 7.8 | — | 7.9 | 6.9 | 8.4 | 7/7 |
| 2 | TikTok | Social media & messaging | 123 | 7.4 | — | 8.7 | 6.3 | 7.2 | 7/7 |
| 3 | Apple | Phones & devices | 122 | 7.3 | — | 7.8 | 6.5 | 7.7 | 7/7 |
| 4 | Search & AI assistants | 120 | 7.2 | — | 7.4 | 5.9 | 8.3 | 7/7 | |
| 5 | Samsung | Phones & devices | 117 | 7.0 | — | 7.5 | 6.0 | 7.6 | 7/7 |
| 6 | ChatGPT | Search & AI assistants | 116 | 7.0 | — | 8.0 | 5.6 | 7.3 | 7/7 |
| 7 | Social media & messaging | 115 | 6.9 | — | 7.5 | 6.2 | 7.0 | 7/7 | |
| 8 | Canva | Software & cloud | 114 | 6.8 | — | 6.9 | 6.3 | 7.2 | 7/7 |
| 9 | Social media & messaging | 113 | 6.8 | — | 5.9 | 6.3 | 8.2 | 7/7 | |
| 10 | Discord | Social media & messaging | 112 | 6.7 | — | 7.1 | 6.4 | 6.7 | 7/7 |
| 11 | Microsoft | Software & cloud | 105 | 6.3 | — | 6.2 | 5.3 | 7.4 | 7/7 |
| 12 | Apple iCloud | Software & cloud | 104 | 6.3 | — | 6.1 | 5.6 | 7.1 | 7/7 |
| 13 | Xiaomi | Phones & devices | 102 | 6.2 | — | 6.7 | 5.2 | 6.6 | 7/7 |
| 14 | Social media & messaging | 101 | 6.1 | — | 6.1 | 6.0 | 6.1 | 7/7 | |
| 15 | Gemini | Search & AI assistants | 99 | 5.9 | — | 6.4 | 5.1 | 6.3 | 6/7 |
| 16 | Adobe | Software & cloud | 97 | 5.8 | — | 6.3 | 5.1 | 6.2 | 7/7 |
| 17 | Social media & messaging | 97 | 5.8 | — | 5.7 | 5.5 | 6.2 | 7/7 | |
| 18 | Messenger | Social media & messaging | 97 | 5.8 | — | 5.5 | 5.2 | 6.6 | 7/7 |
| 19 | Claude | Search & AI assistants | 88 | 5.3 | — | 5.5 | 5.1 | 5.3 | 7/7 |
| 20 | Social media & messaging | 88 | 5.3 | — | 5.4 | 4.7 | 5.8 | 7/7 | |
| 21 | Huawei | Phones & devices | 85 | 5.1 | — | 5.6 | 4.2 | 5.6 | 7/7 |
| 22 | Grok | Search & AI assistants | 84 | 5.0 | — | 6.3 | 4.3 | 4.5 | 6/7 |
| 23 | X | Social media & messaging | 82 | 4.9 | — | 6.1 | 4.0 | 4.7 | 7/7 |
| 24 | Tinder | Social media & messaging | 81 | 4.9 | — | 6.1 | 3.9 | 4.6 | 7/7 |
| 25 | Motorola | Phones & devices | 75 | 4.5 | — | 4.3 | 4.1 | 5.1 | 7/7 |
| 26 | Dropbox | Software & cloud | 73 | 4.4 | — | 3.9 | 3.9 | 5.3 | 7/7 |
| 27 | Sympatia | Social media & messaging | 60 | 3.6 | — | 3.4 | 3.7 | 3.7 | 6/7 |
Media & entertainment
31 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 | Steam | Gaming | 138 | 7.5 | — | 7.7 | 6.8 | 8.1 | 7/7 |
| 2 | Netflix | Video streaming & TV | 136 | 7.4 | — | 8.3 | 6.5 | 7.5 | 7/7 |
| 3 | Spotify | Music & audio | 134 | 7.3 | — | 7.7 | 6.4 | 7.9 | 7/7 |
| 4 | PlayStation | Gaming | 129 | 7.0 | — | 7.5 | 6.5 | 7.1 | 7/7 |
| 5 | Nintendo | Gaming | 128 | 7.0 | — | 7.3 | 6.8 | 6.9 | 7/7 |
| 6 | HBO Max | Video streaming & TV | 118 | 6.5 | — | 7.1 | 5.8 | 6.5 | 7/7 |
| 7 | Disney+ | Video streaming & TV | 116 | 6.3 | — | 7.0 | 5.8 | 6.2 | 7/7 |
| 8 | TVN24 | News & publishing | 115 | 6.3 | — | 6.7 | 5.7 | 6.4 | 7/7 |
| 9 | Epic Games | Gaming | 114 | 6.2 | — | 7.1 | 5.4 | 6.1 | 7/7 |
| 10 | Roblox | Gaming | 112 | 6.1 | — | 7.2 | 5.5 | 5.6 | 7/7 |
| 11 | Gazeta Wyborcza | News & publishing | 110 | 6.0 | — | 6.1 | 5.8 | 6.1 | 7/7 |
| 12 | RMF FM | Music & audio | 109 | 6.0 | — | 5.8 | 5.6 | 6.5 | 7/7 |
| 13 | YouTube Music | Music & audio | 107 | 5.9 | — | 6.1 | 5.3 | 6.2 | 7/7 |
| 14 | Onet | News & publishing | 100 | 5.5 | — | 5.9 | 4.6 | 5.8 | 7/7 |
| 15 | STS | Betting & lottery | 99 | 5.4 | — | 6.1 | 4.7 | 5.4 | 7/7 |
| 16 | Prime Video | Video streaming & TV | 97 | 5.3 | — | 5.5 | 4.6 | 5.9 | 7/7 |
| 17 | TVN | Video streaming & TV | 96 | 5.3 | — | 5.6 | 4.8 | 5.3 | 7/7 |
| 18 | Lotto | Betting & lottery | 95 | 5.2 | — | 5.2 | 5.0 | 5.4 | 7/7 |
| 19 | Superbet | Betting & lottery | 92 | 5.0 | — | 6.0 | 4.3 | 4.8 | 7/7 |
| 20 | Gazeta.pl | News & publishing | 90 | 4.9 | — | 5.2 | 4.3 | 5.3 | 7/7 |
| 21 | Radio ZET | Music & audio | 89 | 4.9 | — | 4.7 | 4.6 | 5.3 | 7/7 |
| 22 | Wirtualna Polska | News & publishing | 88 | 4.8 | — | 5.1 | 4.1 | 5.2 | 7/7 |
| 23 | Radio Eska | Music & audio | 86 | 4.7 | — | 4.5 | 4.5 | 5.2 | 7/7 |
| 24 | Fortuna | Betting & lottery | 85 | 4.7 | — | 5.1 | 4.0 | 4.8 | 7/7 |
| 25 | Polsat News | News & publishing | 82 | 4.5 | — | 4.8 | 3.9 | 4.8 | 7/7 |
| 26 | Betclic | Betting & lottery | 80 | 4.4 | — | 5.1 | 3.8 | 4.4 | 7/7 |
| 27 | Interia | News & publishing | 80 | 4.4 | — | 4.5 | 3.8 | 4.8 | 7/7 |
| 28 | Fakt | News & publishing | 76 | 4.1 | — | 5.1 | 2.9 | 4.4 | 7/7 |
| 29 | CDA Premium | Video streaming & TV | 72 | 3.9 | — | 3.8 | 3.6 | 4.4 | 7/7 |
| 30 | TVP VOD | Video streaming & TV | 70 | 3.8 | — | 4.0 | 3.4 | 4.0 | 7/7 |
| 31 | Total Casino | Betting & lottery | 59 | 3.3 | — | 3.7 | 2.9 | 3.2 | 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 | Play | Mobile networks | 120 | 6.1 | — | 6.5 | 5.1 | 6.5 | 7/7 |
| 2 | Orange | Broadband & pay TV | 118 | 5.9 | — | 6.0 | 5.2 | 6.6 | 7/7 |
| 3 | T-Mobile | Mobile networks | 116 | 5.8 | — | 6.0 | 5.0 | 6.6 | 7/7 |
| 4 | Mobile Vikings | Mobile networks | 112 | 5.6 | — | 5.6 | 5.5 | 5.8 | 7/7 |
| 5 | Canal+ | Broadband & pay TV | 109 | 5.5 | — | 5.9 | 4.9 | 5.7 | 7/7 |
| 6 | Plus | Mobile networks | 102 | 5.1 | — | 5.2 | 4.3 | 5.9 | 7/7 |
| 7 | Polsat Box | Broadband & pay TV | 95 | 4.8 | — | 4.7 | 4.3 | 5.3 | 7/7 |
| 8 | nju | Mobile networks | 93 | 4.7 | — | 4.3 | 4.3 | 5.6 | 6/7 |
| 9 | Netia | Broadband & pay TV | 71 | 3.6 | — | 3.3 | 3.1 | 4.3 | 7/7 |
| 10 | Vectra | Broadband & pay TV | 65 | 3.3 | — | 3.2 | 2.9 | 3.9 | 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 | Toyota | Mainstream cars | 109 | 6.5 | — | 6.0 | 6.0 | 7.3 | 7/7 |
| 2 | Tesla | Premium & luxury cars | 108 | 6.4 | — | 8.0 | 5.8 | 5.4 | 7/7 |
| 3 | Porsche | Premium & luxury cars | 107 | 6.3 | — | 7.1 | 6.0 | 5.8 | 7/7 |
| 4 | BMW | Premium & luxury cars | 106 | 6.2 | — | 6.7 | 5.8 | 6.3 | 7/7 |
| 5 | Mercedes-Benz | Premium & luxury cars | 102 | 6.0 | — | 6.3 | 5.6 | 6.2 | 7/7 |
| 6 | Volkswagen | Mainstream cars | 100 | 5.9 | — | 5.7 | 5.3 | 6.6 | 7/7 |
| 7 | Škoda | Mainstream cars | 97 | 5.7 | — | 5.0 | 5.5 | 6.6 | 7/7 |
| 8 | Audi | Premium & luxury cars | 94 | 5.6 | — | 5.7 | 5.2 | 5.8 | 7/7 |
| 9 | Kia | Mainstream cars | 90 | 5.3 | — | 5.5 | 4.7 | 5.7 | 7/7 |
| 10 | Hyundai | Mainstream cars | 88 | 5.2 | — | 5.2 | 4.7 | 5.7 | 7/7 |
Travel
15 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 | Booking.com | Hotels & holidays | 126 | 6.0 | — | 6.4 | 4.8 | 6.9 | 7/7 |
| 2 | TUI | Hotels & holidays | 114 | 5.5 | — | 5.7 | 5.0 | 5.8 | 7/7 |
| 3 | LOT PLL LOT | Airlines | 112 | 5.4 | — | 5.3 | 5.3 | 5.7 | 7/7 |
| 4 | FlixBus | Transport & ride-hailing | 108 | 5.2 | — | 5.9 | 4.1 | 5.6 | 7/7 |
| 5 | Itaka | Hotels & holidays | 104 | 5.0 | — | 5.1 | 4.6 | 5.5 | 7/7 |
| 6 | Rainbow | Hotels & holidays | 104 | 5.0 | — | 5.0 | 4.6 | 5.5 | 7/7 |
| 7 | PKP Intercity | Transport & ride-hailing | 103 | 5.0 | — | 5.1 | 4.1 | 5.6 | 7/7 |
| 8 | Lufthansa | Airlines | 100 | 4.8 | — | 4.7 | 4.7 | 5.1 | 7/7 |
| 9 | Koleo | Transport & ride-hailing | 100 | 4.8 | — | 4.9 | 4.1 | 5.4 | 7/7 |
| 10 | Ryanair | Airlines | 99 | 4.8 | — | 6.0 | 3.3 | 5.0 | 7/7 |
| 11 | Wizz Air | Airlines | 94 | 4.5 | — | 5.3 | 3.6 | 4.7 | 7/7 |
| 12 | Wakacje.pl | Hotels & holidays | 92 | 4.4 | — | 4.5 | 4.0 | 4.9 | 7/7 |
| 13 | Koleje Mazowieckie | Transport & ride-hailing | 88 | 4.3 | — | 3.6 | 4.0 | 5.2 | 7/7 |
| 14 | Koleje Śląskie | Transport & ride-hailing | 81 | 3.9 | — | 3.4 | 3.6 | 4.7 | 7/7 |
| 15 | easyJet | Airlines | 74 | 3.6 | — | 3.5 | 3.3 | 4.0 | 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 | La Roche-Posay | Skincare & cosmetics | 110 | 6.3 | — | 6.1 | 5.9 | 6.8 | 7/7 |
| 2 | CeraVe | Skincare & cosmetics | 109 | 6.2 | — | 6.2 | 5.8 | 6.8 | 7/7 |
| 3 | Dove | Haircare & personal care | 106 | 6.1 | — | 5.7 | 6.0 | 6.5 | 7/7 |
| 4 | Inglot | Skincare & cosmetics | 106 | 6.1 | — | 6.4 | 5.8 | 5.9 | 7/7 |
| 5 | Nivea | Haircare & personal care | 103 | 5.9 | — | 5.2 | 5.4 | 7.1 | 7/7 |
| 6 | Oral-B | Haircare & personal care | 101 | 5.8 | — | 5.6 | 4.8 | 6.8 | 7/7 |
| 7 | Gillette | Haircare & personal care | 96 | 5.5 | — | 5.5 | 4.6 | 6.3 | 7/7 |
| 8 | Eveline Cosmetics | Skincare & cosmetics | 95 | 5.4 | — | 5.4 | 5.0 | 5.8 | 7/7 |
| 9 | Old Spice | Haircare & personal care | 93 | 5.3 | — | 6.2 | 4.5 | 5.3 | 7/7 |
| 10 | Avon | Skincare & cosmetics | 81 | 4.6 | — | 4.3 | 4.5 | 5.0 | 7/7 |
Home & household
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 | LG | Home appliances | 117 | 6.1 | — | 6.5 | 5.2 | 6.5 | 7/7 |
| 2 | Philips | Home appliances | 115 | 6.0 | — | 5.8 | 5.4 | 6.8 | 7/7 |
| 3 | Bosch | Home appliances | 110 | 5.7 | — | 5.3 | 5.0 | 6.7 | 7/7 |
| 4 | Fairy | Household products | 102 | 5.3 | — | 5.2 | 4.2 | 6.4 | 7/7 |
| 5 | Tefal | Home appliances | 100 | 5.2 | — | 4.8 | 4.6 | 6.2 | 7/7 |
| 6 | Ariel | Household products | 99 | 5.1 | — | 5.1 | 4.0 | 6.3 | 7/7 |
| 7 | Electrolux | Home appliances | 92 | 4.8 | — | 4.5 | 4.3 | 5.5 | 7/7 |
| 8 | Velvet | Household products | 90 | 4.7 | — | 4.2 | 3.9 | 5.8 | 7/7 |
| 9 | Domestos | Household products | 89 | 4.6 | — | 4.4 | 3.5 | 6.0 | 7/7 |
| 10 | Vanish | Household products | 86 | 4.4 | — | 4.6 | 3.5 | 5.1 | 7/7 |
Health & fitness
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 | MultiSport | Gyms & fitness | 137 | 6.9 | — | 6.9 | 6.3 | 7.6 | 7/7 |
| 2 | Medicover Sport | Gyms & fitness | 109 | 5.5 | — | 5.2 | 5.2 | 6.1 | 7/7 |
| 3 | Zdrofit | Gyms & fitness | 105 | 5.3 | — | 5.0 | 5.0 | 5.9 | 7/7 |
| 4 | Lux Med | Health & medicines | 103 | 5.2 | — | 5.1 | 4.6 | 5.9 | 7/7 |
| 5 | Ibuprom | Health & medicines | 100 | 5.0 | — | 4.3 | 4.1 | 6.6 | 7/7 |
| 6 | CityFit | Gyms & fitness | 97 | 4.9 | — | 4.6 | 4.6 | 5.5 | 7/7 |
| 7 | Centrum | Health & medicines | 90 | 4.5 | — | 4.1 | 4.0 | 5.6 | 7/7 |
| 8 | Enel-Med | Health & medicines | 89 | 4.5 | — | 4.2 | 4.2 | 5.1 | 7/7 |
| 9 | Ketonal | Health & medicines | 87 | 4.4 | — | 3.9 | 3.6 | 5.5 | 7/7 |
| 10 | Just Gym | Gyms & fitness | 82 | 4.1 | — | 3.9 | 3.8 | 4.7 | 6/7 |
Energy
6 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 | Orlen | Energy & fuel | 134 | 5.6 | — | 6.0 | 4.4 | 6.3 | 7/7 |
| 2 | Shell | Energy & fuel | 102 | 4.3 | — | 4.5 | 3.5 | 4.8 | 7/7 |
| 3 | Circle K | Energy & fuel | 102 | 4.3 | — | 4.3 | 3.6 | 4.9 | 7/7 |
| 4 | BP | Energy & fuel | 93 | 3.9 | — | 3.7 | 3.3 | 4.5 | 7/7 |
| 5 | PGNiG | Energy & fuel | 86 | 3.6 | — | 3.2 | 3.0 | 4.6 | 7/7 |
| 6 | Tauron | Energy & fuel | 84 | 3.5 | — | 3.3 | 2.8 | 4.5 | 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.
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