Asia-Pacific · October 2026 · refreshed monthly

The brands AI wants in Singapore

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

249 brands · 15 segments · rated by Claude, Perplexity, Gemini, ChatGPT, Grok, DeepSeek and Meta AI · 1 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 Grocery Retail Fashion Food & drink Eating out Technology Media & entertainment Telecoms Automotive Travel Beauty & personal care Home & household Health & fitness Energy

Finance

23 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	DBS	Banks	129	7.0	—	7.3	6.3	7.6	7/7
2	PayNow	Cards & payments	122	6.7	—	6.2	5.8	7.9	7/7
3	POSB	Banks	119	6.5	—	5.6	6.4	7.5	7/7
4	YouTrip	Cards & payments	118	6.4	—	6.8	5.7	6.7	7/7
5	OCBC	Banks	115	6.3	—	6.2	5.8	6.8	7/7
6	Moomoo	Investing & savings	113	6.2	—	7.0	5.3	6.2	7/7
7	UOB	Banks	109	6.0	—	5.9	5.5	6.5	7/7
8	Singlife	Insurance	106	5.8	—	6.2	5.3	5.8	7/7
9	CPF	Investing & savings	104	5.7	—	4.9	5.3	6.8	7/7
10	Interactive Brokers	Investing & savings	102	5.6	—	5.8	4.6	6.3	7/7
11	American Express	Cards & payments	101	5.5	—	5.3	5.1	6.0	7/7
12	SingSaver	Insurance	98	5.4	—	6.0	4.5	5.5	7/7
13	Income	Insurance	97	5.3	—	4.9	5.3	5.6	7/7
14	Prudential	Insurance	94	5.1	—	5.2	4.7	5.4	7/7
15	HSBC	Banks	92	5.0	—	5.1	4.5	5.4	7/7
16	PayPal	Cards & payments	92	5.0	—	4.9	4.4	5.7	7/7
17	Citibank	Banks	91	4.9	—	5.2	4.3	5.3	7/7
18	FSMOne	Investing & savings	86	4.7	—	4.3	4.4	5.4	7/7
19	Citi	Cards & payments	85	4.6	—	4.5	4.1	5.3	7/7
20	Standard Chartered	Banks	83	4.5	—	4.8	4.0	4.8	7/7
21	POEMS	Investing & savings	83	4.5	—	3.9	4.3	5.2	7/7
22	Great Eastern	Insurance	82	4.5	—	4.2	4.3	4.9	7/7
23	Maybank	Banks	78	4.3	—	4.1	4.0	4.7	7/7

Grocery

5 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	FairPrice	Supermarkets	123	6.6	—	5.9	6.2	7.7	7/7
2	Sheng Siong 昇菘	Supermarkets	108	5.8	—	5.4	5.3	6.7	7/7
3	Cold Storage	Supermarkets	93	5.0	—	4.7	4.5	5.6	7/7
4	7-Eleven	Supermarkets	90	4.8	—	4.8	3.8	5.9	7/7
5	Giant	Supermarkets	86	4.6	—	4.2	4.1	5.5	7/7

Retail

27 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	Apple Store	Electricals retail	137	7.4	—	8.0	6.6	7.5	7/7
2	Shopee	Online marketplaces	130	7.0	—	7.8	5.7	7.5	7/7
3	IKEA	Home, furniture & DIY	129	6.9	—	7.3	6.3	7.3	7/7
4	Sephora	Health & beauty stores	120	6.5	—	7.0	6.0	6.3	7/7
5	Don Don Donki	Department & variety stores	118	6.4	—	7.5	5.2	6.4	7/7
6	Muji	Department & variety stores	118	6.3	—	6.1	6.2	6.7	7/7
7	Carousell	Online marketplaces	112	6.0	—	6.6	5.6	6.0	7/7
8	Takashimaya	Department & variety stores	111	5.9	—	5.8	5.8	6.2	7/7
9	Aesop	Health & beauty stores	109	5.9	—	6.1	5.8	5.7	7/7
10	Mustafa Centre	Department & variety stores	108	5.8	—	6.5	4.8	6.1	7/7
11	Daiso	Department & variety stores	106	5.7	—	5.8	4.8	6.4	7/7
12	Lazada	Online marketplaces	105	5.7	—	6.0	4.6	6.3	7/7
13	Watsons	Health & beauty stores	101	5.4	—	5.1	4.6	6.6	7/7
14	Eu Yan Sang 余仁生	Health & beauty stores	100	5.4	—	5.0	5.3	5.9	7/7
15	Guardian	Health & beauty stores	97	5.2	—	4.7	4.4	6.4	7/7
16	Amazon	Online marketplaces	96	5.2	—	5.5	4.2	5.8	7/7
17	Castlery	Home, furniture & DIY	94	5.0	—	5.3	4.8	4.9	7/7
18	Mr DIY	Home, furniture & DIY	93	5.0	—	5.2	4.0	5.8	7/7
19	Taobao 淘宝	Online marketplaces	90	4.8	—	6.1	3.7	4.6	7/7
20	Challenger	Electricals retail	86	4.6	—	4.6	4.0	5.2	7/7
21	Japan Home	Home, furniture & DIY	83	4.5	—	4.5	3.9	5.0	7/7
22	Courts	Electricals retail	82	4.4	—	4.2	3.9	5.1	7/7
23	Gain City	Electricals retail	81	4.3	—	4.3	3.8	4.9	7/7
24	Harvey Norman	Electricals retail	79	4.2	—	4.0	3.8	4.8	7/7
25	Best Denki	Electricals retail	77	4.2	—	3.9	3.8	4.8	7/7
26	eBay	Online marketplaces	70	3.8	—	3.9	3.6	3.8	7/7
27	FortyTwo	Home, furniture & DIY	69	3.7	—	3.8	3.4	3.9	7/7

Fashion

18 brands. Index 100 is the segment's average Desire of 6.1 out of 10.

#	Brand	Sub-segment	Index	Desire /10	Change	Attraction	Affinity	Attachment	Models
1	Nike	Sportswear & footwear	123	7.6	—	8.1	7.0	7.6	7/7
2	Adidas	Sportswear & footwear	110	6.7	—	6.9	6.4	6.9	7/7
3	Uniqlo	Clothing retail	109	6.7	—	6.5	6.0	7.6	7/7
4	Rolex	Luxury	107	6.6	—	7.1	6.2	6.4	7/7
5	Louis Vuitton	Luxury	106	6.5	—	7.4	6.1	6.0	7/7
6	Chanel	Luxury	105	6.4	—	7.4	6.0	5.9	7/7
7	Dior	Luxury	104	6.4	—	7.3	6.0	5.9	7/7
8	Hermès	Luxury	104	6.4	—	7.3	6.0	5.8	7/7
9	Decathlon	Sportswear & footwear	103	6.3	—	5.9	6.0	7.0	7/7
10	Lululemon	Sportswear & footwear	102	6.2	—	6.4	6.3	6.0	7/7
11	New Balance	Sportswear & footwear	101	6.2	—	6.3	6.0	6.3	7/7
12	Love Bonito	Clothing retail	100	6.2	—	6.2	6.3	6.0	7/7
13	Crocs	Sportswear & footwear	99	6.1	—	7.0	5.4	5.8	7/7
14	Zara	Clothing retail	96	5.9	—	6.8	5.1	5.8	7/7
15	Asics	Sportswear & footwear	93	5.7	—	5.3	5.7	6.1	7/7
16	H&M	Clothing retail	88	5.4	—	5.8	4.9	5.5	7/7
17	Cotton On	Clothing retail	78	4.8	—	4.9	4.4	5.0	7/7
18	Shein	Clothing retail	73	4.5	—	6.4	3.1	4.0	7/7

Food & drink

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

#	Brand	Sub-segment	Index	Desire /10	Change	Attraction	Affinity	Attachment	Models
1	Milo	Packaged food & hot drinks	121	7.0	—	6.5	6.5	7.8	7/7
2	Tiger	Alcoholic drinks	117	6.7	—	6.6	6.6	6.9	7/7
3	Red Bull	Soft drinks	116	6.7	—	7.6	6.1	6.3	7/7
4	Coca-Cola	Soft drinks	112	6.4	—	6.7	5.7	6.8	7/7
5	Indomie	Packaged food & hot drinks	110	6.3	—	6.5	5.5	7.0	7/7
6	KitKat	Snacks & confectionery	103	5.9	—	6.3	5.2	6.2	7/7
7	Heineken	Alcoholic drinks	103	5.9	—	6.3	5.6	5.8	7/7
8	100PLUS	Soft drinks	102	5.8	—	5.5	5.2	6.9	7/7
9	Guinness	Alcoholic drinks	101	5.8	—	6.2	5.7	5.6	7/7
10	Nescafé	Packaged food & hot drinks	101	5.8	—	5.4	5.1	6.8	7/7
11	Irvins	Snacks & confectionery	100	5.8	—	6.6	5.4	5.3	7/7
12	Brewerkz	Alcoholic drinks	96	5.5	—	5.9	5.7	5.0	7/7
13	Gardenia	Packaged food & hot drinks	96	5.5	—	4.7	4.9	6.9	7/7
14	Pocari Sweat	Soft drinks	96	5.5	—	5.4	5.1	6.0	7/7
15	Kinder	Snacks & confectionery	94	5.4	—	5.5	5.0	5.8	7/7
16	OldTown White Coffee	Packaged food & hot drinks	93	5.4	—	5.3	5.2	5.6	7/7
17	F&N	Soft drinks	92	5.3	—	4.9	4.9	6.0	7/7
18	Ferrero Rocher	Snacks & confectionery	90	5.1	—	5.2	4.8	5.4	7/7
19	Asahi	Alcoholic drinks	85	4.9	—	5.0	4.6	5.0	7/7
20	Mister Potato	Snacks & confectionery	72	4.2	—	4.1	3.8	4.6	7/7

Eating out

26 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	McDonald's	Fast food & restaurants	120	6.5	—	6.9	5.7	7.0	7/7
2	Din Tai Fung 鼎泰豐	Fast food & restaurants	118	6.4	—	6.6	6.2	6.4	7/7
3	GrabFood	Food delivery	118	6.4	—	6.8	5.3	7.0	7/7
4	Starbucks	Coffee shops & bakeries	117	6.3	—	6.5	5.9	6.6	7/7
5	Ya Kun Kaya Toast 亚坤	Coffee shops & bakeries	116	6.3	—	5.9	5.9	7.0	7/7
6	Tiong Bahru Bakery	Coffee shops & bakeries	115	6.2	—	6.8	6.2	5.7	7/7
7	Old Chang Kee 老曾记	Coffee shops & bakeries	114	6.2	—	5.8	5.9	6.8	7/7
8	FairPrice Online	Food delivery	111	6.0	—	5.4	5.7	7.0	7/7
9	Jollibee	Fast food & restaurants	106	5.8	—	6.2	5.6	5.5	7/7
10	Bengawan Solo	Coffee shops & bakeries	103	5.6	—	5.2	5.5	6.1	7/7
11	KFC	Fast food & restaurants	100	5.4	—	5.8	4.7	5.8	7/7
12	Shake Shack	Fast food & restaurants	98	5.3	—	6.0	5.0	5.0	7/7
13	Paris Baguette	Coffee shops & bakeries	97	5.3	—	5.6	5.0	5.2	7/7
14	Luckin Coffee 瑞幸咖啡	Coffee shops & bakeries	97	5.2	—	6.3	4.1	5.3	7/7
15	The Coffee Bean & Tea Leaf	Coffee shops & bakeries	96	5.2	—	4.9	5.1	5.6	7/7
16	Saizeriya	Fast food & restaurants	95	5.2	—	5.1	4.7	5.6	7/7
17	Toast Box 土司工坊	Coffee shops & bakeries	95	5.1	—	4.8	4.8	5.8	7/7
18	foodpanda	Food delivery	94	5.1	—	5.5	4.2	5.5	7/7
19	Swensen's	Fast food & restaurants	91	4.9	—	4.4	5.0	5.5	7/7
20	Domino's	Fast food & restaurants	90	4.9	—	5.2	4.2	5.3	7/7
21	Subway	Fast food & restaurants	89	4.8	—	4.5	4.4	5.6	7/7
22	Polar Puffs & Cakes	Coffee shops & bakeries	88	4.8	—	4.3	4.8	5.3	7/7
23	Pizza Hut	Fast food & restaurants	88	4.8	—	4.9	4.3	5.0	7/7
24	Sheng Siong Online	Food delivery	84	4.6	—	3.9	4.3	5.4	7/7
25	Burger King	Fast food & restaurants	81	4.4	—	4.5	4.0	4.7	7/7
26	Cold Storage Online	Food delivery	79	4.3	—	4.0	4.0	4.9	7/7

Technology

31 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	128	7.7	—	8.0	7.0	8.1	7/7
2	Google	Search & AI assistants	126	7.6	—	7.7	6.4	8.7	7/7
3	Apple	Phones & devices	125	7.5	—	7.7	6.8	8.0	7/7
4	TikTok	Social media & messaging	120	7.2	—	8.4	6.3	7.0	7/7
5	WhatsApp	Social media & messaging	119	7.2	—	6.3	6.7	8.4	7/7
6	ChatGPT	Search & AI assistants	118	7.1	—	8.2	5.6	7.5	7/7
7	Canva	Software & cloud	117	7.1	—	7.3	6.5	7.5	7/7
8	Instagram	Social media & messaging	113	6.8	—	7.3	6.2	6.9	7/7
9	Notion	Software & cloud	113	6.8	—	7.2	6.3	6.9	7/7
10	Telegram	Social media & messaging	107	6.5	—	6.5	5.9	7.0	7/7
11	Xiaohongshu 小红书	Social media & messaging	107	6.4	—	7.2	6.2	5.8	7/7
12	Reddit	Social media & messaging	107	6.4	—	6.8	6.2	6.3	7/7
13	Google Drive	Software & cloud	104	6.3	—	5.8	5.3	7.7	7/7
14	Xiaomi	Phones & devices	103	6.2	—	6.7	5.3	6.6	7/7
15	Discord	Social media & messaging	102	6.2	—	6.3	6.0	6.2	7/7
16	Microsoft 365	Software & cloud	100	6.0	—	5.5	5.2	7.4	7/7
17	Gemini	Search & AI assistants	100	6.0	—	6.6	5.0	6.5	7/7
18	Claude	Search & AI assistants	97	5.8	—	6.2	5.3	6.1	7/7
19	Zoom	Software & cloud	97	5.8	—	5.7	5.2	6.7	7/7
20	LinkedIn	Social media & messaging	94	5.7	—	5.6	5.3	6.1	7/7
21	iCloud	Software & cloud	94	5.6	—	5.0	5.1	6.8	7/7
22	Microsoft Copilot	Search & AI assistants	91	5.5	—	5.6	4.8	6.1	7/7
23	OPPO	Phones & devices	90	5.4	—	5.6	4.9	5.8	7/7
24	Perplexity	Search & AI assistants	90	5.4	—	6.0	4.6	5.6	7/7
25	X	Social media & messaging	86	5.2	—	6.2	4.4	4.8	6/7
26	Grok	Search & AI assistants	85	5.1	—	6.4	4.3	4.7	6/7
27	Facebook	Social media & messaging	83	5.0	—	4.9	4.4	5.6	7/7
28	Huawei	Phones & devices	79	4.8	—	5.4	4.0	4.9	7/7
29	DeepSeek	Search & AI assistants	79	4.8	—	6.0	3.5	4.8	7/7
30	Lenovo	Phones & devices	77	4.7	—	4.3	4.2	5.5	7/7
31	Yahoo	Search & AI assistants	48	2.9	—	2.6	2.7	3.5	7/7

Media & entertainment

27 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	Nintendo	Gaming	132	7.5	—	7.9	6.9	7.6	7/7
2	Netflix	Video streaming & TV	130	7.4	—	8.1	6.4	7.6	7/7
3	Steam	Gaming	130	7.4	—	7.5	6.7	7.9	7/7
4	Spotify	Music & audio	129	7.3	—	7.5	6.5	8.0	7/7
5	PlayStation	Gaming	127	7.2	—	7.6	6.6	7.3	7/7
6	The Straits Times	News & publishing	114	6.5	—	6.4	6.0	6.9	7/7
7	Roblox	Gaming	112	6.4	—	7.5	5.8	5.8	7/7
8	Epic Games	Gaming	112	6.3	—	7.3	5.6	6.1	7/7
9	CNA	News & publishing	111	6.3	—	6.6	5.6	6.6	7/7
10	Disney+	Video streaming & TV	108	6.1	—	6.5	5.6	6.3	7/7
11	YouTube Music	Music & audio	108	6.1	—	6.3	5.5	6.6	7/7
12	Mothership	News & publishing	105	6.0	—	6.9	5.3	5.7	7/7
13	Marina Bay Sands Casino	Betting & lottery	102	5.8	—	7.4	4.8	5.1	7/7
14	Singapore Pools	Betting & lottery	102	5.8	—	5.7	5.9	5.7	7/7
15	Mediacorp	Video streaming & TV	100	5.7	—	5.5	5.5	5.9	7/7
16	Prime Video	Video streaming & TV	98	5.5	—	5.7	4.8	6.0	7/7
17	SoundCloud	Music & audio	97	5.5	—	5.8	5.5	5.2	7/7
18	Lianhe Zaobao 联合早报	News & publishing	96	5.4	—	5.2	5.5	5.5	7/7
19	TOTO	Betting & lottery	95	5.4	—	5.6	5.4	5.2	7/7
20	YES 933 醉心频道	Music & audio	94	5.3	—	5.0	5.4	5.6	7/7
21	Resorts World Sentosa Casino	Betting & lottery	91	5.1	—	6.0	4.6	4.7	7/7
22	4D	Betting & lottery	82	4.7	—	4.7	4.6	4.7	7/7
23	meWATCH	Video streaming & TV	78	4.4	—	4.3	4.3	4.6	7/7
24	Stomp	News & publishing	77	4.3	—	5.3	3.8	3.9	7/7
25	AsiaOne	News & publishing	68	3.9	—	3.9	3.6	4.1	7/7
26	meListen	Music & audio	66	3.8	—	3.4	3.9	4.0	6/7
27	1xBet	Betting & lottery	36	2.0	—	3.4	1.1	1.6	5/7

Telecoms

9 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	Singtel	Mobile networks	125	5.9	—	5.9	5.2	6.7	7/7
2	Simba	Mobile networks	118	5.6	—	5.9	4.8	6.0	7/7
3	GOMO	Mobile networks	115	5.4	—	5.7	4.8	5.8	7/7
4	StarHub	Mobile networks	111	5.3	—	5.3	4.8	5.8	7/7
5	MyRepublic	Broadband & pay TV	101	4.8	—	5.0	4.2	5.2	7/7
6	Singtel CAST	Broadband & pay TV	90	4.3	—	4.3	3.9	4.5	7/7
7	ViewQwest	Broadband & pay TV	89	4.2	—	4.3	3.8	4.7	7/7
8	eight	Mobile networks	88	4.2	—	4.2	3.6	4.7	6/7
9	WhizComms	Broadband & pay TV	63	3.0	—	2.9	2.6	3.5	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	Tesla	Mainstream cars	110	6.6	—	8.1	5.7	5.9	7/7
2	Toyota	Mainstream cars	109	6.5	—	5.3	6.4	7.9	7/7
3	Porsche	Premium & luxury cars	105	6.3	—	7.1	6.0	5.8	7/7
4	Mercedes-Benz	Premium & luxury cars	101	6.0	—	6.3	5.6	6.2	7/7
5	Ferrari	Premium & luxury cars	100	6.0	—	7.9	5.4	4.7	7/7
6	Honda	Mainstream cars	98	5.8	—	4.9	5.8	6.9	7/7
7	BMW	Premium & luxury cars	97	5.8	—	6.2	5.4	5.9	7/7
8	Hyundai	Mainstream cars	95	5.7	—	5.9	5.1	6.1	7/7
9	Lamborghini	Premium & luxury cars	94	5.6	—	7.5	5.0	4.3	7/7
10	BYD	Mainstream cars	90	5.4	—	6.7	4.5	5.1	6/7

Travel

18 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	Singapore Airlines	Airlines	137	7.3	—	7.3	7.1	7.6	7/7
2	Marina Bay Sands	Hotels & holidays	128	6.9	—	8.2	6.1	6.3	7/7
3	Grab	Transport & ride-hailing	128	6.8	—	7.3	5.5	7.8	7/7
4	Airbnb	Hotels & holidays	118	6.3	—	7.1	5.9	6.0	7/7
5	Resorts World Sentosa	Hotels & holidays	115	6.2	—	6.9	5.7	5.9	7/7
6	Emirates	Airlines	114	6.1	—	6.9	5.4	6.0	7/7
7	Klook	Hotels & holidays	104	5.5	—	6.0	4.8	5.8	7/7
8	SBS Transit	Transport & ride-hailing	98	5.3	—	4.4	4.7	6.7	7/7
9	AirAsia	Airlines	96	5.1	—	6.0	4.2	5.2	7/7
10	Agoda	Hotels & holidays	94	5.0	—	5.2	4.1	5.7	7/7
11	ComfortDelGro	Transport & ride-hailing	93	5.0	—	4.3	4.4	6.3	7/7
12	Cathay Pacific	Airlines	93	5.0	—	5.0	4.8	5.2	7/7
13	Scoot	Airlines	91	4.9	—	5.4	4.2	5.0	7/7
14	Trip.com	Hotels & holidays	88	4.7	—	5.0	3.9	5.3	7/7
15	Thai Airways	Airlines	84	4.5	—	4.7	4.3	4.5	7/7
16	Tribecar	Transport & ride-hailing	80	4.3	—	4.4	4.0	4.5	6/7
17	Malaysia Airlines	Airlines	74	4.0	—	3.9	3.9	4.1	7/7
18	KTMB	Transport & ride-hailing	66	3.5	—	3.6	3.3	3.8	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	Dove	Haircare & personal care	121	6.9	—	6.6	6.9	7.3	7/7
2	Laneige	Skincare & cosmetics	114	6.5	—	7.1	5.9	6.7	7/7
3	Shiseido	Skincare & cosmetics	105	6.0	—	6.0	5.7	6.4	7/7
4	Estée Lauder	Skincare & cosmetics	105	6.0	—	6.2	5.5	6.3	7/7
5	Sensodyne	Haircare & personal care	101	5.8	—	5.5	4.9	7.1	7/7
6	Innisfree	Skincare & cosmetics	100	5.7	—	5.9	5.6	5.8	7/7
7	Colgate	Haircare & personal care	99	5.7	—	5.3	4.8	7.0	7/7
8	Cetaphil	Skincare & cosmetics	85	4.9	—	3.9	4.6	6.2	7/7
9	Lifebuoy	Haircare & personal care	85	4.9	—	4.2	4.4	6.0	7/7
10	Darlie	Haircare & personal care	83	4.8	—	4.5	4.0	5.8	7/7

Home & household

10 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	Samsung	Home appliances	137	7.2	—	7.7	6.2	7.7	7/7
2	Dyson	Home appliances	122	6.4	—	7.4	5.3	6.5	7/7
3	Dettol	Household products	115	6.1	—	5.7	5.3	7.2	7/7
4	LG	Home appliances	111	5.8	—	5.9	4.9	6.7	7/7
5	Bosch	Home appliances	99	5.2	—	4.7	4.7	6.2	7/7
6	Mitsubishi Electric	Home appliances	89	4.7	—	4.0	4.3	5.9	7/7
7	Breeze	Household products	83	4.4	—	3.9	3.7	5.4	7/7
8	Dynamo	Household products	82	4.3	—	4.1	3.6	5.2	7/7
9	Clorox	Household products	82	4.3	—	4.2	3.5	5.2	7/7
10	Cif	Household products	80	4.2	—	4.0	3.5	5.0	7/7

Health & fitness

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	ClassPass	Gyms & fitness	120	6.6	—	7.3	5.9	6.5	7/7
2	Virgin Active	Gyms & fitness	116	6.4	—	6.2	6.2	6.8	7/7
3	ActiveSG	Gyms & fitness	114	6.3	—	5.7	6.3	7.0	7/7
4	Anytime Fitness	Gyms & fitness	106	5.9	—	5.4	5.6	6.6	7/7
5	Fitness First	Gyms & fitness	98	5.4	—	4.8	5.4	6.0	7/7
6	Panadol	Health & medicines	96	5.3	—	4.7	4.6	6.5	7/7
7	Mount Elizabeth Hospital	Health & medicines	88	4.9	—	4.9	4.4	5.4	7/7
8	Raffles Medical	Health & medicines	88	4.9	—	4.6	4.6	5.4	7/7
9	Gleneagles Hospital	Health & medicines	88	4.8	—	4.7	4.4	5.4	7/7
10	Thomson Medical	Health & medicines	86	4.7	—	4.5	4.6	5.1	7/7

Energy

5 brands. Index 100 is the segment's average Desire of 4.1 out of 10.

#	Brand	Sub-segment	Index	Desire /10	Change	Attraction	Affinity	Attachment	Models
1	SP Group	Energy & fuel	123	5.1	—	4.6	4.4	6.1	7/7
2	Esso	Energy & fuel	109	4.5	—	4.3	3.9	5.3	7/7
3	Caltex	Energy & fuel	104	4.3	—	4.0	3.7	5.1	7/7
4	Senoko Energy	Energy & fuel	85	3.5	—	3.4	3.2	4.0	6/7
5	Sinopec	Energy & fuel	79	3.3	—	3.5	2.7	3.6	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