Middle East & Africa · October 2026 · refreshed monthly
The brands AI wants in Saudi Arabia
7 AI models were asked how well they know the top brands in Saudi Arabia 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.
248 brands · 15 segments · rated by Claude, Perplexity, Gemini, ChatGPT, Grok, DeepSeek and Meta AI · 2 held back (too few models knew them, or a segment too small to index)
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 5.5 out of 10.
| # | Brand | Sub-segment | Index | Desire /10 | Change | Attraction | Affinity | Attachment | Models |
|---|---|---|---|---|---|---|---|---|---|
| 1 | Al Rajhi Bank مصرف الراجحي | Banks | 127 | 7.0 | — | 6.6 | 6.4 | 7.8 | 7/7 |
| 2 | Tabby تابي | Cards & payments | 116 | 6.4 | — | 7.1 | 5.4 | 6.6 | 7/7 |
| 3 | Alinma Bank مصرف الإنماء | Banks | 113 | 6.2 | — | 6.1 | 5.8 | 6.8 | 7/7 |
| 4 | Riyad Bank بنك الرياض | Banks | 112 | 6.2 | — | 5.8 | 5.8 | 6.9 | 7/7 |
| 5 | Tamara تمارا | Cards & payments | 111 | 6.1 | — | 6.7 | 5.3 | 6.4 | 7/7 |
| 6 | Saudi Exchange تداول | Investing & savings | 110 | 6.1 | — | 6.4 | 5.5 | 6.3 | 7/7 |
| 7 | Al Rajhi Capital الراجحي المالية | Investing & savings | 110 | 6.0 | — | 5.8 | 5.7 | 6.6 | 7/7 |
| 8 | SNB AlAhli البنك الأهلي السعودي | Banks | 108 | 5.9 | — | 6.0 | 5.3 | 6.4 | 7/7 |
| 9 | SAB البنك السعودي الأول | Banks | 107 | 5.8 | — | 5.7 | 5.5 | 6.4 | 7/7 |
| 10 | Bupa Arabia بوبا العربية | Insurance | 106 | 5.8 | — | 6.0 | 5.3 | 6.2 | 7/7 |
| 11 | Google Pay جوجل باي | Cards & payments | 103 | 5.6 | — | 5.8 | 4.8 | 6.3 | 7/7 |
| 12 | Bank Albilad بنك البلاد | Banks | 102 | 5.6 | — | 5.2 | 5.6 | 6.0 | 7/7 |
| 13 | Banque Saudi Fransi البنك السعودي الفرنسي | Banks | 99 | 5.4 | — | 5.2 | 5.2 | 5.9 | 7/7 |
| 14 | GOSI التأمينات الاجتماعية | Investing & savings | 98 | 5.4 | — | 4.6 | 5.2 | 6.4 | 7/7 |
| 15 | STC Bank اس تي سي بنك | Cards & payments | 96 | 5.3 | — | 5.2 | 4.8 | 5.8 | 7/7 |
| 16 | Derayah دراية | Investing & savings | 96 | 5.3 | — | 5.6 | 4.7 | 5.5 | 7/7 |
| 17 | Tawuniya التعاونية | Insurance | 96 | 5.3 | — | 5.2 | 4.9 | 5.6 | 7/7 |
| 18 | Tameeni تأميني | Insurance | 91 | 5.0 | — | 5.5 | 4.3 | 5.2 | 7/7 |
| 19 | Al Rajhi Takaful تكافل الراجحي | Insurance | 89 | 4.9 | — | 4.7 | 4.7 | 5.3 | 7/7 |
| 20 | Arab National Bank البنك العربي الوطني | Banks | 88 | 4.8 | — | 4.4 | 4.8 | 5.3 | 7/7 |
| 21 | barq برق | Cards & payments | 87 | 4.8 | — | 5.0 | 4.3 | 5.0 | 7/7 |
| 22 | Bank AlJazira بنك الجزيرة | Banks | 85 | 4.7 | — | 4.4 | 4.6 | 5.1 | 7/7 |
| 23 | BCare بي كير | Insurance | 78 | 4.3 | — | 4.4 | 3.8 | 4.6 | 7/7 |
| 24 | Saudi Investment Bank البنك السعودي للاستثمار | Banks | 73 | 4.0 | — | 3.8 | 3.9 | 4.4 | 7/7 |
Grocery
8 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 | LuLu لولو | Supermarkets | 119 | 6.3 | — | 6.5 | 5.5 | 6.8 | 7/7 |
| 2 | Carrefour كارفور | Supermarkets | 111 | 5.8 | — | 6.0 | 4.9 | 6.5 | 7/7 |
| 3 | Panda بنده | Supermarkets | 104 | 5.5 | — | 5.2 | 4.8 | 6.4 | 7/7 |
| 4 | Othaim Markets أسواق العثيم | Supermarkets | 102 | 5.3 | — | 5.0 | 4.7 | 6.4 | 7/7 |
| 5 | Tamimi Markets أسواق التميمي | Supermarkets | 101 | 5.3 | — | 5.1 | 5.0 | 5.8 | 7/7 |
| 6 | Danube الدانوب | Supermarkets | 97 | 5.1 | — | 5.1 | 4.6 | 5.6 | 7/7 |
| 7 | BinDawood بن داود | Supermarkets | 95 | 5.0 | — | 4.8 | 4.4 | 5.7 | 7/7 |
| 8 | Farm Superstores أسواق المزرعة | Supermarkets | 70 | 3.7 | — | 3.4 | 3.4 | 4.3 | 7/7 |
Retail
29 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 | IKEA ايكيا | Home, furniture & DIY | 137 | 7.1 | — | 7.7 | 6.4 | 7.2 | 7/7 |
| 2 | Sephora سيفورا | Health & beauty stores | 134 | 7.0 | — | 7.6 | 6.5 | 6.7 | 7/7 |
| 3 | Jarir Bookstore مكتبة جرير | Electricals retail | 131 | 6.8 | — | 6.8 | 6.3 | 7.3 | 7/7 |
| 4 | Amazon أمازون | Online marketplaces | 125 | 6.5 | — | 6.8 | 5.5 | 7.3 | 7/7 |
| 5 | Noon نون | Online marketplaces | 123 | 6.4 | — | 6.9 | 5.5 | 6.9 | 7/7 |
| 6 | LuLu Hypermarket لولو | Department & variety stores | 123 | 6.4 | — | 6.2 | 5.5 | 7.5 | 7/7 |
| 7 | Nahdi صيدليات النهدي | Health & beauty stores | 117 | 6.1 | — | 5.9 | 5.4 | 7.0 | 7/7 |
| 8 | Bath & Body Works باث اند بودي وركس | Health & beauty stores | 112 | 5.8 | — | 6.2 | 5.4 | 5.9 | 7/7 |
| 9 | eXtra اكسترا | Electricals retail | 110 | 5.7 | — | 6.0 | 4.8 | 6.4 | 7/7 |
| 10 | Haraj حراج | Online marketplaces | 107 | 5.6 | — | 6.0 | 5.2 | 5.5 | 7/7 |
| 11 | Centrepoint سنتربوينت | Department & variety stores | 102 | 5.3 | — | 5.1 | 4.8 | 5.9 | 7/7 |
| 12 | Home Centre هوم سنتر | Home, furniture & DIY | 101 | 5.3 | — | 5.2 | 5.0 | 5.7 | 7/7 |
| 13 | Trendyol ترينديول | Online marketplaces | 101 | 5.2 | — | 5.8 | 4.8 | 5.1 | 7/7 |
| 14 | Al Saif Gallery السيف غاليري | Electricals retail | 100 | 5.2 | — | 5.4 | 5.0 | 5.2 | 7/7 |
| 15 | Nice One نايس ون | Health & beauty stores | 97 | 5.1 | — | 5.4 | 4.6 | 5.1 | 7/7 |
| 16 | Al-Dawaa صيدليات الدواء | Health & beauty stores | 97 | 5.0 | — | 4.6 | 4.5 | 6.0 | 7/7 |
| 17 | SACO ساكو | Home, furniture & DIY | 92 | 4.8 | — | 4.6 | 4.4 | 5.3 | 7/7 |
| 18 | Brands For Less براندز فور لس | Department & variety stores | 92 | 4.8 | — | 5.0 | 4.2 | 5.2 | 7/7 |
| 19 | Max ماكس | Department & variety stores | 91 | 4.7 | — | 4.6 | 4.4 | 5.2 | 7/7 |
| 20 | Temu تيمو | Online marketplaces | 89 | 4.6 | — | 6.4 | 3.2 | 4.3 | 7/7 |
| 21 | AliExpress علي اكسبرس | Online marketplaces | 89 | 4.6 | — | 5.5 | 3.5 | 4.8 | 7/7 |
| 22 | Redtag ريد تاغ | Department & variety stores | 88 | 4.6 | — | 4.5 | 4.1 | 5.2 | 7/7 |
| 23 | Home Box هوم بوكس | Home, furniture & DIY | 86 | 4.5 | — | 4.3 | 4.3 | 4.9 | 7/7 |
| 24 | Abyat أبيات | Home, furniture & DIY | 82 | 4.2 | — | 4.2 | 4.1 | 4.4 | 7/7 |
| 25 | Whites Pharmacy صيدليات وايتس | Health & beauty stores | 80 | 4.2 | — | 3.9 | 3.9 | 4.7 | 6/7 |
| 26 | Al Manea المنيع | Electricals retail | 76 | 4.0 | — | 3.6 | 3.8 | 4.4 | 7/7 |
| 27 | Shaker شاكر | Electricals retail | 74 | 3.9 | — | 3.6 | 3.7 | 4.2 | 7/7 |
| 28 | Lemon Pharmacies صيدليات ليمون | Health & beauty stores | 74 | 3.8 | — | 3.6 | 3.5 | 4.4 | 6/7 |
| 29 | United Pharmacies الصيدليات المتحدة | Health & beauty stores | 71 | 3.7 | — | 3.4 | 3.4 | 4.2 | 7/7 |
Fashion
17 brands. Index 100 is the segment's average Desire of 6.2 out of 10.
| # | Brand | Sub-segment | Index | Desire /10 | Change | Attraction | Affinity | Attachment | Models |
|---|---|---|---|---|---|---|---|---|---|
| 1 | Nike نايك | Sportswear & footwear | 126 | 7.8 | — | 8.3 | 7.3 | 7.7 | 7/7 |
| 2 | Adidas اديداس | Sportswear & footwear | 114 | 7.0 | — | 7.3 | 6.7 | 7.0 | 7/7 |
| 3 | Louis Vuitton لويس فيتون | Luxury | 112 | 6.9 | — | 7.6 | 6.3 | 6.8 | 7/7 |
| 4 | Chanel شانيل | Luxury | 111 | 6.8 | — | 7.5 | 6.3 | 6.6 | 7/7 |
| 5 | Dior ديور | Luxury | 110 | 6.8 | — | 7.5 | 6.2 | 6.6 | 7/7 |
| 6 | Zara زارا | Clothing retail | 110 | 6.8 | — | 7.7 | 5.9 | 6.7 | 7/7 |
| 7 | Gucci قوتشي | Luxury | 107 | 6.6 | — | 7.7 | 6.0 | 6.0 | 7/7 |
| 8 | Cartier كارتييه | Luxury | 102 | 6.3 | — | 6.8 | 5.9 | 6.2 | 7/7 |
| 9 | New Balance نيو بالانس | Sportswear & footwear | 99 | 6.1 | — | 6.3 | 5.9 | 6.1 | 7/7 |
| 10 | Shein شي ان | Clothing retail | 99 | 6.1 | — | 7.8 | 4.8 | 5.6 | 7/7 |
| 11 | Crocs كروكس | Sportswear & footwear | 96 | 5.9 | — | 6.8 | 5.2 | 5.8 | 7/7 |
| 12 | H&M اتش اند ام | Clothing retail | 95 | 5.8 | — | 5.9 | 5.3 | 6.2 | 7/7 |
| 13 | Namshi نمشي | Clothing retail | 94 | 5.8 | — | 6.2 | 5.2 | 6.0 | 7/7 |
| 14 | Asics اسيكس | Sportswear & footwear | 88 | 5.4 | — | 5.3 | 5.3 | 5.7 | 7/7 |
| 15 | Bershka بيرشكا | Clothing retail | 85 | 5.2 | — | 6.0 | 4.8 | 5.0 | 7/7 |
| 16 | Max Fashion ماكس | Clothing retail | 81 | 5.0 | — | 4.7 | 4.6 | 5.6 | 7/7 |
| 17 | Next نكست | Clothing retail | 72 | 4.4 | — | 4.0 | 4.5 | 4.8 | 7/7 |
Food & drink
20 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 | Nescafe نسكافيه | Packaged food & hot drinks | 124 | 6.8 | — | 6.8 | 6.0 | 7.5 | 7/7 |
| 2 | Almarai المراعي | Packaged food & hot drinks | 123 | 6.7 | — | 6.3 | 6.1 | 7.7 | 7/7 |
| 3 | Red Bull ريد بل | Soft drinks | 118 | 6.5 | — | 7.5 | 5.9 | 6.0 | 7/7 |
| 4 | Indomie اندومي | Packaged food & hot drinks | 115 | 6.3 | — | 6.5 | 5.5 | 6.9 | 7/7 |
| 5 | Pepsi بيبسي | Soft drinks | 112 | 6.1 | — | 6.4 | 5.5 | 6.5 | 7/7 |
| 6 | Vimto فيمتو | Soft drinks | 112 | 6.1 | — | 6.2 | 6.1 | 6.2 | 7/7 |
| 7 | Patchi باتشي | Snacks & confectionery | 111 | 6.1 | — | 6.3 | 6.1 | 5.8 | 7/7 |
| 8 | Kinder كيندر | Snacks & confectionery | 108 | 5.9 | — | 6.0 | 5.5 | 6.3 | 7/7 |
| 9 | Heineken 0.0 هاينكن | Alcoholic drinks | 104 | 5.7 | — | 6.1 | 5.6 | 5.4 | 7/7 |
| 10 | Lay's ليز | Snacks & confectionery | 103 | 5.7 | — | 6.2 | 4.8 | 5.9 | 7/7 |
| 11 | Doritos دوريتوس | Snacks & confectionery | 103 | 5.6 | — | 6.5 | 4.8 | 5.6 | 7/7 |
| 12 | Maggi ماجي | Packaged food & hot drinks | 103 | 5.6 | — | 5.6 | 5.0 | 6.3 | 7/7 |
| 13 | Pringles برينجلز | Snacks & confectionery | 102 | 5.6 | — | 6.5 | 4.9 | 5.4 | 7/7 |
| 14 | Nadec نادك | Packaged food & hot drinks | 98 | 5.3 | — | 4.9 | 5.1 | 6.0 | 7/7 |
| 15 | Barbican باربيكان | Alcoholic drinks | 88 | 4.8 | — | 4.9 | 4.5 | 5.0 | 7/7 |
| 16 | 7Up سفن أب | Soft drinks | 83 | 4.5 | — | 4.3 | 4.1 | 5.1 | 7/7 |
| 17 | Moussy موسي | Alcoholic drinks | 79 | 4.3 | — | 4.3 | 4.1 | 4.5 | 7/7 |
| 18 | Bavaria بافاريا | Alcoholic drinks | 76 | 4.1 | — | 4.0 | 4.1 | 4.4 | 7/7 |
| 19 | Nova نوفا | Soft drinks | 75 | 4.1 | — | 3.8 | 3.8 | 4.8 | 6/7 |
| 20 | Holsten هولستن | Alcoholic drinks | 61 | 3.3 | — | 3.2 | 3.3 | 3.5 | 7/7 |
Eating out
27 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 | Al Baik البيك | Fast food & restaurants | 135 | 7.4 | — | 8.0 | 6.7 | 7.4 | 7/7 |
| 2 | Starbucks ستاربكس | Coffee shops & bakeries | 124 | 6.8 | — | 7.0 | 6.3 | 7.1 | 7/7 |
| 3 | Jahez جاهز | Food delivery | 118 | 6.5 | — | 6.8 | 5.4 | 7.2 | 7/7 |
| 4 | Shawarmer شاورمر | Fast food & restaurants | 117 | 6.4 | — | 6.8 | 6.0 | 6.4 | 7/7 |
| 5 | HungerStation هنقرستيشن | Food delivery | 113 | 6.2 | — | 6.2 | 5.1 | 7.1 | 7/7 |
| 6 | McDonald's ماكدونالدز | Fast food & restaurants | 111 | 6.1 | — | 6.3 | 5.3 | 6.6 | 7/7 |
| 7 | Half Million هاف مليون | Coffee shops & bakeries | 109 | 6.0 | — | 6.6 | 5.8 | 5.5 | 7/7 |
| 8 | Krispy Kreme كرسبي كريم | Coffee shops & bakeries | 105 | 5.7 | — | 6.1 | 5.3 | 5.8 | 7/7 |
| 9 | KFC كنتاكي | Fast food & restaurants | 105 | 5.7 | — | 6.4 | 4.9 | 5.9 | 7/7 |
| 10 | Saadeddin سعد الدين | Coffee shops & bakeries | 104 | 5.7 | — | 5.3 | 5.8 | 5.9 | 7/7 |
| 11 | Domino's دومينوز | Fast food & restaurants | 103 | 5.6 | — | 6.2 | 4.8 | 5.8 | 7/7 |
| 12 | Dunkin' دانكن | Coffee shops & bakeries | 101 | 5.5 | — | 5.5 | 5.1 | 5.9 | 7/7 |
| 13 | Ninja نينجا | Food delivery | 100 | 5.5 | — | 6.3 | 4.5 | 5.6 | 6/7 |
| 14 | Cinnabon سينابون | Coffee shops & bakeries | 98 | 5.3 | — | 5.7 | 4.9 | 5.4 | 7/7 |
| 15 | Barn's بارنز | Coffee shops & bakeries | 96 | 5.2 | — | 5.1 | 4.9 | 5.7 | 7/7 |
| 16 | Popeyes بوبايز | Fast food & restaurants | 95 | 5.2 | — | 6.1 | 4.5 | 4.9 | 7/7 |
| 17 | Herfy هرفي | Fast food & restaurants | 94 | 5.2 | — | 5.2 | 4.9 | 5.3 | 7/7 |
| 18 | The Chefz ذا شفز | Food delivery | 93 | 5.1 | — | 5.4 | 4.7 | 5.0 | 7/7 |
| 19 | Pizza Hut بيتزا هت | Fast food & restaurants | 92 | 5.0 | — | 5.2 | 4.5 | 5.4 | 7/7 |
| 20 | Costa Coffee كوستا كوفي | Coffee shops & bakeries | 90 | 4.9 | — | 4.6 | 4.9 | 5.4 | 7/7 |
| 21 | Burger King برجر كنج | Fast food & restaurants | 88 | 4.8 | — | 5.3 | 4.3 | 4.8 | 7/7 |
| 22 | Keeta كيتا | Food delivery | 88 | 4.8 | — | 5.5 | 3.9 | 5.0 | 7/7 |
| 23 | Tim Hortons تيم هورتنز | Coffee shops & bakeries | 88 | 4.8 | — | 4.7 | 4.5 | 5.1 | 7/7 |
| 24 | Subway صب واي | Fast food & restaurants | 88 | 4.8 | — | 4.7 | 4.6 | 5.1 | 7/7 |
| 25 | Maestro Pizza مايسترو بيتزا | Fast food & restaurants | 85 | 4.7 | — | 5.1 | 4.2 | 4.7 | 7/7 |
| 26 | Kudu كودو | Fast food & restaurants | 85 | 4.6 | — | 4.7 | 4.4 | 4.8 | 7/7 |
| 27 | Hardee's هارديز | Fast food & restaurants | 77 | 4.2 | — | 4.5 | 3.8 | 4.2 | 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 | Google قوقل | Search & AI assistants | 126 | 7.6 | — | 7.9 | 6.5 | 8.5 | 7/7 |
| 2 | Apple أبل | Phones & devices | 124 | 7.5 | — | 7.8 | 6.8 | 8.0 | 7/7 |
| 3 | WhatsApp واتساب | Social media & messaging | 121 | 7.3 | — | 6.6 | 6.8 | 8.6 | 7/7 |
| 4 | Snapchat سناب شات | Social media & messaging | 120 | 7.3 | — | 7.9 | 6.7 | 7.3 | 7/7 |
| 5 | TikTok تيك توك | Social media & messaging | 119 | 7.2 | — | 8.4 | 6.3 | 7.0 | 7/7 |
| 6 | Instagram انستقرام | Social media & messaging | 119 | 7.2 | — | 7.6 | 6.5 | 7.5 | 7/7 |
| 7 | ChatGPT شات جي بي تي | Search & AI assistants | 117 | 7.1 | — | 8.1 | 5.7 | 7.5 | 7/7 |
| 8 | Telegram تيليجرام | Social media & messaging | 114 | 6.9 | — | 6.9 | 6.5 | 7.3 | 7/7 |
| 9 | Canva | Software & cloud | 113 | 6.8 | — | 7.0 | 6.2 | 7.2 | 7/7 |
| 10 | Google Drive | Software & cloud | 106 | 6.4 | — | 5.9 | 5.6 | 7.8 | 7/7 |
| 11 | Xiaomi شاومي | Phones & devices | 103 | 6.2 | — | 6.7 | 5.3 | 6.7 | 7/7 |
| 12 | Zoom | Software & cloud | 101 | 6.1 | — | 5.7 | 5.6 | 7.0 | 7/7 |
| 13 | Sony سوني | Phones & devices | 100 | 6.1 | — | 6.0 | 5.9 | 6.3 | 7/7 |
| 14 | Pinterest بنترست | Social media & messaging | 99 | 6.0 | — | 6.0 | 5.9 | 6.0 | 7/7 |
| 15 | Discord ديسكورد | Social media & messaging | 98 | 6.0 | — | 6.0 | 5.8 | 6.0 | 7/7 |
| 16 | LinkedIn لينكد ان | Social media & messaging | 97 | 5.9 | — | 5.8 | 5.6 | 6.2 | 7/7 |
| 17 | Reddit ريديت | Social media & messaging | 97 | 5.9 | — | 6.3 | 5.7 | 5.7 | 7/7 |
| 18 | Huawei هواوي | Phones & devices | 94 | 5.7 | — | 6.3 | 4.7 | 6.1 | 7/7 |
| 19 | Gemini جيميني | Search & AI assistants | 94 | 5.7 | — | 6.1 | 4.8 | 6.2 | 7/7 |
| 20 | iCloud | Software & cloud | 93 | 5.6 | — | 5.2 | 5.1 | 6.5 | 7/7 |
| 21 | X تويتر | Social media & messaging | 91 | 5.5 | — | 6.5 | 4.8 | 5.3 | 7/7 |
| 22 | Facebook فيسبوك | Social media & messaging | 91 | 5.5 | — | 5.5 | 4.9 | 6.1 | 7/7 |
| 23 | DeepSeek ديب سيك | Search & AI assistants | 86 | 5.2 | — | 6.4 | 3.9 | 5.3 | 5/7 |
| 24 | Microsoft Copilot كوبايلت | Search & AI assistants | 84 | 5.1 | — | 5.3 | 4.3 | 5.7 | 7/7 |
| 25 | Claude كلود | Search & AI assistants | 83 | 5.0 | — | 5.3 | 4.7 | 5.2 | 7/7 |
| 26 | Honor هونر | Phones & devices | 83 | 5.0 | — | 5.2 | 4.5 | 5.4 | 7/7 |
| 27 | OneDrive | Software & cloud | 75 | 4.5 | — | 3.8 | 4.2 | 5.6 | 7/7 |
| 28 | Yahoo ياهو | Search & AI assistants | 49 | 3.0 | — | 2.5 | 2.9 | 3.5 | 7/7 |
Media & entertainment
20 brands. Index 100 is the segment's average Desire of 6.2 out of 10.
| # | Brand | Sub-segment | Index | Desire /10 | Change | Attraction | Affinity | Attachment | Models |
|---|---|---|---|---|---|---|---|---|---|
| 1 | YouTube يوتيوب | Video streaming & TV | 131 | 8.1 | — | 8.7 | 7.2 | 8.3 | 7/7 |
| 2 | Spotify سبوتيفاي | Music & audio | 122 | 7.6 | — | 7.8 | 6.8 | 8.1 | 7/7 |
| 3 | Netflix نتفلكس | Video streaming & TV | 115 | 7.1 | — | 7.8 | 6.2 | 7.3 | 7/7 |
| 4 | PlayStation بلايستيشن | Gaming | 112 | 7.0 | — | 7.4 | 6.5 | 7.0 | 7/7 |
| 5 | Fortnite فورت نايت | Gaming | 112 | 6.9 | — | 8.1 | 6.3 | 6.4 | 7/7 |
| 6 | Thmanyah ثمانية | Music & audio | 111 | 6.9 | — | 7.2 | 7.1 | 6.3 | 6/7 |
| 7 | Shahid شاهد | Video streaming & TV | 110 | 6.8 | — | 7.3 | 6.5 | 6.5 | 7/7 |
| 8 | YouTube Music يوتيوب ميوزك | Music & audio | 104 | 6.5 | — | 6.5 | 5.9 | 6.9 | 7/7 |
| 9 | Anghami أنغامي | Music & audio | 104 | 6.4 | — | 6.5 | 6.1 | 6.6 | 7/7 |
| 10 | Steam ستيم | Gaming | 103 | 6.4 | — | 6.5 | 5.9 | 6.7 | 7/7 |
| 11 | Roblox روبلوكس | Gaming | 101 | 6.3 | — | 7.2 | 5.8 | 5.8 | 7/7 |
| 12 | Al Arabiya العربية | News & publishing | 99 | 6.1 | — | 6.7 | 5.4 | 6.2 | 7/7 |
| 13 | Sabq سبق | News & publishing | 95 | 5.9 | — | 6.3 | 5.4 | 5.8 | 7/7 |
| 14 | EA Sports اي اي سبورتس | Gaming | 91 | 5.7 | — | 6.2 | 5.3 | 5.5 | 7/7 |
| 15 | Amazon Prime Video برايم فيديو | Video streaming & TV | 90 | 5.6 | — | 5.6 | 4.9 | 6.2 | 7/7 |
| 16 | SoundCloud ساوند كلاود | Music & audio | 87 | 5.4 | — | 5.7 | 5.5 | 5.0 | 7/7 |
| 17 | Al Riyadh الرياض | News & publishing | 84 | 5.2 | — | 5.0 | 5.0 | 5.5 | 7/7 |
| 18 | Okaz عكاظ | News & publishing | 82 | 5.0 | — | 5.0 | 4.8 | 5.3 | 7/7 |
| 19 | OSN+ أو إس إن | Video streaming & TV | 78 | 4.8 | — | 4.9 | 4.6 | 4.9 | 7/7 |
| 20 | Ajel عاجل | News & publishing | 69 | 4.3 | — | 4.3 | 4.1 | 4.5 | 7/7 |
Telecoms
9 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 | stc اس تي سي | Mobile networks | 133 | 7.3 | — | 7.4 | 6.5 | 7.8 | 7/7 |
| 2 | beIN Sports بي ان سبورت | Broadband & pay TV | 114 | 6.2 | — | 7.0 | 5.6 | 6.0 | 7/7 |
| 3 | Zain زين | Mobile networks | 111 | 6.1 | — | 6.2 | 5.4 | 6.5 | 7/7 |
| 4 | Jawwy جوي | Mobile networks | 107 | 5.8 | — | 6.0 | 5.2 | 6.3 | 7/7 |
| 5 | Mobily موبايلي | Mobile networks | 107 | 5.8 | — | 5.8 | 5.1 | 6.6 | 7/7 |
| 6 | TOD تود | Broadband & pay TV | 98 | 5.3 | — | 5.9 | 4.9 | 5.3 | 7/7 |
| 7 | GO جو | Broadband & pay TV | 82 | 4.5 | — | 4.4 | 4.1 | 5.0 | 5/7 |
| 8 | Salam سلام | Mobile networks | 75 | 4.1 | — | 3.9 | 3.9 | 4.6 | 7/7 |
| 9 | Dawiyat ضوئيات | Broadband & pay TV | 73 | 4.0 | — | 3.9 | 3.8 | 4.4 | 6/7 |
Automotive
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 | Toyota تويوتا | Mainstream cars | 119 | 7.1 | — | 6.3 | 6.8 | 8.3 | 7/7 |
| 2 | Porsche بورش | Premium & luxury cars | 116 | 6.9 | — | 7.7 | 6.7 | 6.3 | 7/7 |
| 3 | Mercedes-Benz مرسيدس | Premium & luxury cars | 115 | 6.9 | — | 7.3 | 6.5 | 6.9 | 7/7 |
| 4 | BMW بي ام دبليو | Premium & luxury cars | 106 | 6.3 | — | 6.9 | 5.9 | 6.3 | 7/7 |
| 5 | Lexus لكزس | Premium & luxury cars | 104 | 6.2 | — | 5.7 | 6.1 | 6.9 | 7/7 |
| 6 | Hyundai هيونداي | Mainstream cars | 98 | 5.9 | — | 5.8 | 5.3 | 6.6 | 7/7 |
| 7 | Mazda مازدا | Mainstream cars | 98 | 5.9 | — | 5.8 | 5.7 | 6.0 | 7/7 |
| 8 | Nissan نيسان | Mainstream cars | 94 | 5.6 | — | 5.4 | 5.2 | 6.3 | 7/7 |
| 9 | Genesis جينيسيس | Premium & luxury cars | 77 | 4.6 | — | 4.9 | 4.3 | 4.7 | 7/7 |
| 10 | Jetour جيتور | Mainstream cars | 74 | 4.4 | — | 5.3 | 3.8 | 4.2 | 7/7 |
Travel
20 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 | Emirates طيران الإمارات | Airlines | 130 | 6.9 | — | 7.6 | 6.3 | 6.9 | 7/7 |
| 2 | Qatar Airways الخطوط الجوية القطرية | Airlines | 129 | 6.8 | — | 7.3 | 6.3 | 6.9 | 7/7 |
| 3 | Gathern جاذر إن | Hotels & holidays | 123 | 6.6 | — | 6.9 | 6.5 | 6.3 | 6/7 |
| 4 | Saudia الخطوط السعودية | Airlines | 122 | 6.5 | — | 6.3 | 6.5 | 6.7 | 7/7 |
| 5 | Uber أوبر | Transport & ride-hailing | 121 | 6.5 | — | 6.8 | 5.3 | 7.3 | 7/7 |
| 6 | Booking.com بوكينج | Hotels & holidays | 121 | 6.4 | — | 6.6 | 5.5 | 7.1 | 7/7 |
| 7 | Almosafer المسافر | Hotels & holidays | 114 | 6.1 | — | 6.2 | 5.6 | 6.4 | 7/7 |
| 8 | Riyadh Air طيران الرياض | Airlines | 106 | 5.7 | — | 6.8 | 5.5 | 4.7 | 7/7 |
| 9 | SAR سار | Transport & ride-hailing | 105 | 5.6 | — | 5.9 | 5.2 | 5.8 | 6/7 |
| 10 | flynas طيران ناس | Airlines | 105 | 5.6 | — | 5.9 | 5.0 | 5.8 | 7/7 |
| 11 | flyadeal طيران أديل | Airlines | 98 | 5.2 | — | 5.5 | 4.6 | 5.5 | 7/7 |
| 12 | Wego ويجو | Hotels & holidays | 96 | 5.1 | — | 5.3 | 4.6 | 5.5 | 7/7 |
| 13 | SAPTCO سابتكو | Transport & ride-hailing | 86 | 4.6 | — | 4.3 | 4.3 | 5.2 | 7/7 |
| 14 | Yelo يلو | Transport & ride-hailing | 83 | 4.4 | — | 4.4 | 4.0 | 4.8 | 6/7 |
| 15 | Lumi لومي | Transport & ride-hailing | 82 | 4.3 | — | 4.6 | 3.8 | 4.6 | 5/7 |
| 16 | Theeb Rent a Car ذيب | Transport & ride-hailing | 81 | 4.3 | — | 4.2 | 4.0 | 4.8 | 7/7 |
| 17 | Air Arabia العربية للطيران | Airlines | 80 | 4.3 | — | 4.4 | 3.7 | 4.7 | 7/7 |
| 18 | Flyin فلاي إن | Hotels & holidays | 76 | 4.0 | — | 4.0 | 3.9 | 4.3 | 7/7 |
| 19 | Budget بدجت | Transport & ride-hailing | 76 | 4.0 | — | 3.9 | 3.6 | 4.6 | 7/7 |
| 20 | EgyptAir مصر للطيران | Airlines | 66 | 3.5 | — | 3.3 | 3.4 | 3.8 | 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 | Huda Beauty هدى بيوتي | Skincare & cosmetics | 117 | 7.0 | — | 7.8 | 6.8 | 6.4 | 7/7 |
| 2 | Arabian Oud العربية للعود | Skincare & cosmetics | 113 | 6.8 | — | 7.0 | 6.4 | 6.9 | 7/7 |
| 3 | Dove دوف | Haircare & personal care | 105 | 6.3 | — | 5.9 | 6.0 | 6.9 | 7/7 |
| 4 | Vaseline فازلين | Haircare & personal care | 101 | 6.0 | — | 5.5 | 5.2 | 7.4 | 7/7 |
| 5 | Abdul Samad Al Qurashi عبدالصمد القرشي | Skincare & cosmetics | 100 | 6.0 | — | 5.9 | 5.9 | 6.1 | 7/7 |
| 6 | Sensodyne سنسوداين | Haircare & personal care | 100 | 6.0 | — | 5.7 | 5.0 | 7.2 | 7/7 |
| 7 | Ajmal أجمل | Skincare & cosmetics | 96 | 5.8 | — | 5.7 | 5.6 | 6.0 | 7/7 |
| 8 | Garnier غارنييه | Haircare & personal care | 95 | 5.7 | — | 5.8 | 5.1 | 6.1 | 7/7 |
| 9 | Rasasi الرصاصي | Skincare & cosmetics | 89 | 5.3 | — | 5.2 | 5.1 | 5.7 | 7/7 |
| 10 | Sunsilk صن سيلك | Haircare & personal care | 83 | 5.0 | — | 4.9 | 4.4 | 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 | Samsung سامسونج | Home appliances | 132 | 7.2 | — | 7.7 | 6.1 | 7.8 | 7/7 |
| 2 | Dyson دايسون | Home appliances | 111 | 6.0 | — | 7.1 | 5.1 | 6.0 | 7/7 |
| 3 | Dettol ديتول | Household products | 110 | 6.0 | — | 5.5 | 5.2 | 7.1 | 7/7 |
| 4 | LG ال جي | Home appliances | 105 | 5.7 | — | 5.6 | 5.0 | 6.5 | 7/7 |
| 5 | Philips فيليبس | Home appliances | 100 | 5.4 | — | 5.1 | 4.9 | 6.2 | 7/7 |
| 6 | Downy داوني | Household products | 96 | 5.2 | — | 5.0 | 4.5 | 6.1 | 7/7 |
| 7 | Fine فاين | Household products | 90 | 4.9 | — | 4.5 | 4.2 | 5.9 | 6/7 |
| 8 | Fairy فيري | Household products | 89 | 4.8 | — | 4.5 | 4.0 | 5.9 | 7/7 |
| 9 | Clorox كلوركس | Household products | 87 | 4.7 | — | 4.3 | 3.9 | 6.0 | 7/7 |
| 10 | Zamil الزامل | Home appliances | 79 | 4.3 | — | 4.0 | 4.3 | 4.7 | 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 | Fitness Time وقت اللياقة | Gyms & fitness | 126 | 6.6 | — | 6.3 | 6.3 | 7.0 | 7/7 |
| 2 | Dr. Sulaiman Al Habib د. سليمان الحبيب | Health & medicines | 119 | 6.2 | — | 6.5 | 5.6 | 6.6 | 7/7 |
| 3 | GymNation جيم نيشن | Gyms & fitness | 102 | 5.3 | — | 5.7 | 4.9 | 5.3 | 7/7 |
| 4 | Oxygen Gym أكسجين جيم | Gyms & fitness | 100 | 5.2 | — | 5.2 | 5.3 | 5.2 | 7/7 |
| 5 | Body Masters بودي ماسترز | Gyms & fitness | 99 | 5.2 | — | 4.7 | 5.1 | 5.6 | 6/7 |
| 6 | Saudi German Hospital المستشفى السعودي الألماني | Health & medicines | 98 | 5.1 | — | 5.2 | 4.6 | 5.3 | 7/7 |
| 7 | Mouwasat المواساة | Health & medicines | 96 | 5.0 | — | 4.8 | 4.7 | 5.5 | 7/7 |
| 8 | Dallah Hospital مستشفى دله | Health & medicines | 90 | 4.7 | — | 4.5 | 4.4 | 5.1 | 7/7 |
| 9 | Al Hammadi Hospital مستشفى الحمادي | Health & medicines | 87 | 4.5 | — | 4.2 | 4.3 | 5.1 | 7/7 |
| 10 | B_Fit بي فت | Gyms & fitness | 81 | 4.2 | — | 3.7 | 4.3 | 4.7 | 7/7 |
Energy
6 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 | Aramco أرامكو | Energy & fuel | 142 | 6.9 | — | 7.4 | 6.1 | 7.1 | 7/7 |
| 2 | Saudi Electricity Company الشركة السعودية للكهرباء | Energy & fuel | 102 | 5.0 | — | 4.7 | 4.0 | 6.1 | 7/7 |
| 3 | Petromin بترومين | Energy & fuel | 100 | 4.9 | — | 4.9 | 4.3 | 5.3 | 7/7 |
| 4 | ALDREES الدريس | Energy & fuel | 95 | 4.6 | — | 4.3 | 4.1 | 5.4 | 7/7 |
| 5 | SASCO ساسكو | Energy & fuel | 95 | 4.6 | — | 4.5 | 4.1 | 5.1 | 7/7 |
| 6 | Naft نفط | Energy & fuel | 67 | 3.3 | — | 3.0 | 2.9 | 3.9 | 5/7 |
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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