Europe · October 2026 · refreshed monthly

The brands AI wants in Turkey

7 AI models were asked how well they know the top brands in Turkey 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 5.3 out of 10.

#	Brand	Sub-segment	Index	Desire /10	Change	Attraction	Affinity	Attachment	Models
1	Garanti BBVA	Banks	129	6.8	—	7.2	6.0	7.1	7/7
2	İş Bankası	Banks	127	6.7	—	6.5	6.3	7.4	7/7
3	Papara	Cards & payments	125	6.6	—	7.3	5.7	6.6	7/7
4	Mastercard	Cards & payments	120	6.3	—	6.2	5.6	7.1	7/7
5	Akbank	Banks	112	5.9	—	6.1	5.1	6.4	7/7
6	Ziraat Bankası	Banks	107	5.6	—	5.0	5.2	6.7	7/7
7	Kuveyt Türk	Banks	106	5.6	—	5.4	5.6	5.7	7/7
8	Paribu	Investing & savings	105	5.5	—	6.7	4.7	5.3	7/7
9	Yapı Kredi	Banks	105	5.5	—	5.6	4.8	6.2	7/7
10	Sigortam.net	Insurance	102	5.4	—	6.2	4.3	5.6	7/7
11	Axess	Cards & payments	102	5.3	—	5.1	4.7	6.3	7/7
12	Anadolu Sigorta	Insurance	100	5.3	—	5.0	5.2	5.7	7/7
13	Troy	Cards & payments	98	5.2	—	5.4	5.0	5.1	7/7
14	Allianz Sigorta	Insurance	97	5.1	—	5.2	4.6	5.5	7/7
15	Türkiye Sigorta	Insurance	96	5.0	—	5.0	4.8	5.3	7/7
16	AXA Sigorta	Insurance	94	4.9	—	5.0	4.5	5.2	7/7
17	QNB	Banks	92	4.9	—	5.0	4.4	5.2	7/7
18	DenizBank	Banks	91	4.8	—	4.9	4.4	5.1	7/7
19	Paraf	Cards & payments	89	4.7	—	4.3	4.4	5.4	7/7
20	VakıfBank	Banks	89	4.7	—	4.3	4.5	5.3	7/7
21	Halkbank	Banks	89	4.7	—	4.3	4.5	5.3	7/7
22	Anadolu Hayat Emeklilik	Investing & savings	88	4.6	—	4.3	4.4	5.2	7/7
23	AgeSA	Investing & savings	81	4.3	—	4.1	4.0	4.8	6/7
24	Ziraat Yatırım	Investing & savings	80	4.2	—	3.7	4.0	4.9	7/7
25	Türkiye Hayat Emeklilik	Investing & savings	78	4.1	—	3.7	3.9	4.7	7/7

Grocery

7 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	Migros	Supermarkets	126	6.2	—	6.3	5.4	6.9	7/7
2	BİM	Supermarkets	111	5.5	—	5.3	4.5	6.8	7/7
3	A101	Supermarkets	101	5.0	—	4.8	4.0	6.2	7/7
4	ŞOK	Supermarkets	96	4.8	—	4.5	3.9	5.8	7/7
5	CarrefourSA	Supermarkets	94	4.7	—	4.6	4.0	5.4	7/7
6	File	Supermarkets	90	4.5	—	4.6	3.9	4.9	7/7
7	Metro	Supermarkets	82	4.1	—	4.2	3.5	4.4	7/7

Retail

28 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	Trendyol	Online marketplaces	134	7.4	—	8.0	6.4	7.8	7/7
2	IKEA	Home, furniture & DIY	124	6.9	—	7.4	6.0	7.1	7/7
3	Sephora	Health & beauty stores	123	6.8	—	7.5	6.3	6.5	7/7
4	Sahibinden	Online marketplaces	112	6.2	—	6.4	5.4	6.7	7/7
5	Hepsiburada	Online marketplaces	110	6.1	—	6.2	5.2	6.8	7/7
6	Beymen	Department & variety stores	107	5.9	—	6.3	5.6	5.8	7/7
7	Vakko	Department & variety stores	106	5.8	—	6.2	5.5	5.7	7/7
8	Gratis	Health & beauty stores	103	5.7	—	5.8	4.9	6.4	7/7
9	Çiçeksepeti	Online marketplaces	103	5.7	—	5.9	5.3	5.8	7/7
10	Boyner	Department & variety stores	102	5.6	—	5.5	5.3	6.1	7/7
11	Karaca	Home, furniture & DIY	102	5.6	—	5.8	5.1	5.9	7/7
12	Amazon	Online marketplaces	101	5.6	—	5.8	4.7	6.3	7/7
13	itopya	Electricals retail	99	5.5	—	5.8	5.3	5.3	6/7
14	Watsons	Health & beauty stores	99	5.5	—	5.5	4.8	6.1	7/7
15	MediaMarkt	Electricals retail	98	5.4	—	5.7	4.8	5.8	7/7
16	Rossmann	Health & beauty stores	97	5.4	—	5.4	4.8	5.9	7/7
17	Yves Rocher	Health & beauty stores	97	5.4	—	5.2	5.4	5.4	7/7
18	Vatan Bilgisayar	Electricals retail	97	5.3	—	5.4	4.8	5.8	7/7
19	Mudo	Department & variety stores	96	5.3	—	5.3	5.2	5.4	7/7
20	Teknosa	Electricals retail	94	5.2	—	5.1	4.8	5.7	7/7
21	Madame Coco	Home, furniture & DIY	93	5.1	—	5.5	4.6	5.3	7/7
22	English Home	Home, furniture & DIY	92	5.1	—	5.2	4.5	5.5	7/7
23	İncehesap	Electricals retail	89	4.9	—	5.1	4.5	5.1	7/7
24	Koçtaş	Home, furniture & DIY	87	4.8	—	4.7	4.4	5.4	7/7
25	Letgo	Online marketplaces	85	4.7	—	5.0	4.3	4.7	7/7
26	Mr. DIY	Department & variety stores	85	4.7	—	4.8	4.0	5.3	7/7
27	Temu	Online marketplaces	82	4.5	—	6.2	3.2	4.1	7/7
28	n11	Online marketplaces	81	4.5	—	4.5	4.0	4.9	7/7

Fashion

18 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	Nike	Sportswear & footwear	130	7.7	—	8.3	7.3	7.5	7/7
2	Adidas	Sportswear & footwear	114	6.7	—	7.0	6.4	6.8	7/7
3	Zara	Clothing retail	110	6.5	—	7.6	5.7	6.2	7/7
4	Mavi	Clothing retail	108	6.4	—	6.5	6.2	6.5	7/7
5	Rolex	Luxury	108	6.4	—	7.1	6.0	6.0	7/7
6	Louis Vuitton	Luxury	104	6.1	—	7.3	5.7	5.5	7/7
7	Hermès	Luxury	103	6.1	—	7.2	5.8	5.3	7/7
8	Cartier	Luxury	102	6.0	—	6.9	5.7	5.6	7/7
9	Puma	Sportswear & footwear	100	5.9	—	6.2	5.7	5.9	7/7
10	LC Waikiki	Clothing retail	100	5.9	—	5.6	5.4	6.7	7/7
11	H&M	Clothing retail	99	5.8	—	6.5	5.4	5.7	7/7
12	New Balance	Sportswear & footwear	98	5.8	—	6.0	5.6	5.8	7/7
13	Atasay	Luxury	90	5.3	—	5.2	5.3	5.5	6/7
14	DeFacto	Clothing retail	89	5.2	—	5.1	4.8	5.8	7/7
15	Bershka	Clothing retail	88	5.2	—	6.0	4.8	4.8	7/7
16	Skechers	Sportswear & footwear	87	5.2	—	4.9	4.8	5.8	7/7
17	Pull&Bear	Clothing retail	87	5.1	—	5.8	4.8	4.8	7/7
18	Koton	Clothing retail	85	5.0	—	5.0	4.6	5.4	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	Kurukahveci Mehmet Efendi	Packaged food & hot drinks	121	6.8	—	6.3	6.7	7.3	7/7
2	Coca-Cola	Soft drinks	115	6.4	—	6.9	5.7	6.7	7/7
3	Efes Efes Pilsen	Alcoholic drinks	115	6.4	—	6.3	6.3	6.7	7/7
4	Red Bull	Soft drinks	114	6.4	—	7.5	5.9	5.8	7/7
5	Ülker	Snacks & confectionery	114	6.3	—	6.3	5.9	6.8	7/7
6	Çaykur	Packaged food & hot drinks	112	6.3	—	5.5	6.0	7.3	7/7
7	Eti	Snacks & confectionery	111	6.2	—	6.0	5.9	6.8	7/7
8	Sütaş	Packaged food & hot drinks	108	6.0	—	5.5	5.6	7.0	7/7
9	Jack Daniel's	Alcoholic drinks	105	5.9	—	6.4	5.8	5.5	7/7
10	Nescafé	Packaged food & hot drinks	105	5.8	—	6.0	5.1	6.4	7/7
11	Doritos	Snacks & confectionery	98	5.5	—	6.3	4.8	5.3	7/7
12	Pringles	Snacks & confectionery	93	5.2	—	6.1	4.5	5.1	7/7
13	Uludağ	Soft drinks	92	5.2	—	5.0	4.8	5.6	7/7
14	Lay's	Snacks & confectionery	92	5.1	—	5.5	4.4	5.5	7/7
15	Chivas Regal	Alcoholic drinks	87	4.9	—	4.8	4.9	4.9	7/7
16	Beypazarı	Soft drinks	87	4.8	—	4.6	4.5	5.4	7/7
17	SuperFresh	Packaged food & hot drinks	86	4.8	—	4.7	4.1	5.5	7/7
18	Kayra	Alcoholic drinks	82	4.6	—	4.5	4.6	4.6	7/7
19	Bomonti	Alcoholic drinks	81	4.5	—	4.6	4.4	4.7	7/7
20	Erikli	Soft drinks	81	4.5	—	4.0	4.2	5.3	7/7

Eating out

15 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	Getir	Food delivery	114	6.3	—	7.4	4.7	6.9	7/7
2	Kahve Dünyası	Coffee shops & bakeries	111	6.2	—	5.9	6.1	6.6	7/7
3	Starbucks	Coffee shops & bakeries	110	6.1	—	6.5	5.6	6.3	7/7
4	Yemeksepeti	Food delivery	108	6.0	—	6.2	5.0	7.0	7/7
5	Espressolab	Coffee shops & bakeries	107	6.0	—	6.5	5.6	5.7	7/7
6	Köfteci Yusuf	Fast food & restaurants	107	6.0	—	6.2	5.5	6.1	7/7
7	Mado	Coffee shops & bakeries	103	5.8	—	5.6	5.8	5.9	7/7
8	Migros Sanal Market	Food delivery	103	5.7	—	5.2	5.2	6.8	7/7
9	McDonald's	Fast food & restaurants	99	5.5	—	6.0	4.6	6.0	7/7
10	Trendyol Go	Food delivery	99	5.5	—	6.1	4.6	6.0	7/7
11	Domino's	Fast food & restaurants	96	5.4	—	5.9	4.6	5.7	7/7
12	Komagene	Fast food & restaurants	95	5.3	—	5.7	4.8	5.3	7/7
13	Burger King	Fast food & restaurants	88	4.9	—	5.3	4.2	5.2	7/7
14	Cepte Şok	Food delivery	82	4.6	—	4.3	3.9	5.5	7/7
15	Caffè Nero	Coffee shops & bakeries	79	4.4	—	4.0	4.5	4.7	7/7

Technology

26 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	YouTube	Social media & messaging	127	7.8	—	8.1	7.0	8.2	7/7
2	Apple	Phones & devices	120	7.3	—	8.0	6.5	7.6	7/7
3	Google	Search & AI assistants	120	7.3	—	7.5	6.0	8.5	7/7
4	WhatsApp	Social media & messaging	120	7.3	—	6.5	6.8	8.6	7/7
5	TikTok	Social media & messaging	118	7.2	—	8.4	6.3	7.0	7/7
6	Instagram	Social media & messaging	115	7.0	—	7.5	6.3	7.2	7/7
7	ChatGPT	Search & AI assistants	115	7.0	—	8.0	5.7	7.3	7/7
8	Samsung	Phones & devices	114	6.9	—	7.4	6.0	7.4	7/7
9	Canva	Software & cloud	111	6.8	—	6.9	6.2	7.1	7/7
10	Telegram	Social media & messaging	105	6.4	—	6.4	5.9	6.9	7/7
11	Google Drive	Software & cloud	104	6.3	—	5.8	5.3	7.8	7/7
12	Xiaomi	Phones & devices	101	6.2	—	6.7	5.2	6.6	7/7
13	Zoom	Software & cloud	97	5.9	—	5.8	5.3	6.7	7/7
14	Microsoft Office	Software & cloud	96	5.8	—	5.3	5.0	7.2	7/7
15	Reddit	Social media & messaging	92	5.6	—	5.9	5.7	5.2	7/7
16	Gemini	Search & AI assistants	91	5.6	—	6.1	4.8	5.9	7/7
17	Pinterest	Social media & messaging	91	5.5	—	5.6	5.5	5.5	7/7
18	iCloud	Software & cloud	89	5.4	—	5.1	4.8	6.4	7/7
19	Monster Notebook	Phones & devices	89	5.4	—	5.4	5.3	5.5	7/7
20	Claude	Search & AI assistants	87	5.3	—	5.7	5.0	5.4	7/7
21	LinkedIn	Social media & messaging	87	5.3	—	5.3	5.0	5.7	7/7
22	Huawei	Phones & devices	86	5.3	—	5.7	4.4	5.7	7/7
23	Yandex	Search & AI assistants	84	5.1	—	5.4	4.4	5.5	7/7
24	Facebook	Social media & messaging	82	5.0	—	4.8	4.5	5.7	7/7
25	X	Social media & messaging	80	4.9	—	6.0	4.2	4.5	6/7
26	Grok	Search & AI assistants	77	4.7	—	5.9	4.0	4.2	6/7

Media & entertainment

40 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	Steam	Gaming	145	7.6	—	7.7	6.9	8.1	7/7
2	Spotify	Music & audio	143	7.5	—	7.7	6.7	8.1	7/7
3	Netflix	Video streaming & TV	139	7.3	—	8.1	6.3	7.5	7/7
4	PlayStation	Gaming	131	6.9	—	7.3	6.3	7.0	7/7
5	YouTube Music	Music & audio	124	6.5	—	6.8	5.9	7.0	7/7
6	Nintendo	Gaming	124	6.5	—	7.0	6.3	6.2	7/7
7	Riot Games	Gaming	121	6.3	—	7.0	6.0	6.1	7/7
8	Epic Games	Gaming	119	6.3	—	6.9	5.4	6.4	7/7
9	Prime Video	Video streaming & TV	110	5.8	—	5.9	5.0	6.4	7/7
10	Milli Piyango	Betting & lottery	109	5.7	—	6.3	5.2	5.6	7/7
11	beIN Sports	Video streaming & TV	107	5.6	—	6.1	5.3	5.5	7/7
12	Kral FM	Music & audio	106	5.6	—	5.4	5.4	6.0	7/7
13	NTV	News & publishing	103	5.4	—	5.6	4.9	5.8	7/7
14	İddaa	Betting & lottery	103	5.4	—	6.2	4.7	5.3	7/7
15	Sözcü	News & publishing	102	5.3	—	6.0	4.9	5.2	7/7
16	TV8	Video streaming & TV	102	5.3	—	6.0	4.8	5.3	7/7
17	Sayısal Loto	Betting & lottery	101	5.3	—	5.7	4.9	5.3	7/7
18	Hürriyet	News & publishing	99	5.2	—	5.6	4.5	5.5	7/7
19	TRT	Video streaming & TV	99	5.2	—	5.0	4.7	5.9	7/7
20	Nesine	Betting & lottery	97	5.1	—	6.0	4.3	5.1	7/7
21	Habertürk	News & publishing	97	5.1	—	5.5	4.4	5.3	7/7
22	Halk TV	News & publishing	96	5.1	—	5.5	4.9	4.8	7/7
23	Cumhuriyet	News & publishing	95	5.0	—	5.1	5.0	4.8	7/7
24	Fanatik	News & publishing	93	4.9	—	5.3	4.5	4.8	7/7
25	Kafa Radyo	Music & audio	93	4.9	—	4.6	4.9	5.2	6/7
26	TRT Radyo	Music & audio	91	4.8	—	4.4	4.5	5.5	7/7
27	Spor Toto	Betting & lottery	90	4.7	—	5.0	4.5	4.7	7/7
28	Milliyet	News & publishing	85	4.5	—	4.5	4.1	4.8	7/7
29	Show TV	Video streaming & TV	85	4.5	—	4.7	3.9	4.9	7/7
30	Kanal D	Video streaming & TV	84	4.4	—	4.5	3.9	4.9	7/7
31	NOW	Video streaming & TV	84	4.4	—	4.6	4.0	4.7	7/7
32	ATV	Video streaming & TV	83	4.4	—	4.5	3.9	4.8	7/7
33	Bilyoner	Betting & lottery	83	4.4	—	5.1	3.7	4.4	7/7
34	Şans Topu	Betting & lottery	83	4.3	—	4.7	3.9	4.4	7/7
35	TJK	Betting & lottery	83	4.3	—	5.0	4.0	4.1	7/7
36	Yeni Şafak	News & publishing	81	4.3	—	5.0	3.7	4.1	7/7
37	Tabii	Video streaming & TV	80	4.2	—	4.2	4.1	4.4	7/7
38	Haberler.com	News & publishing	79	4.1	—	4.4	3.4	4.6	7/7
39	Misli	Betting & lottery	78	4.1	—	4.6	3.5	4.1	7/7
40	Süper Loto	Betting & lottery	70	3.7	—	4.5	2.9	3.6	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	Turkcell	Mobile networks	145	7.0	—	7.2	6.0	7.7	7/7
2	Vodafone	Mobile networks	130	6.2	—	6.5	5.5	6.7	7/7
3	TurkNet	Broadband & pay TV	112	5.3	—	5.5	4.7	5.8	7/7
4	TOD	Broadband & pay TV	106	5.1	—	5.5	4.6	5.1	7/7
5	Digiturk	Broadband & pay TV	103	5.0	—	5.3	4.4	5.2	7/7
6	Türk Telekom	Broadband & pay TV	102	4.9	—	4.8	4.1	5.8	7/7
7	TV+	Broadband & pay TV	90	4.3	—	4.3	3.8	4.8	7/7
8	Bimcell	Mobile networks	76	3.6	—	3.1	3.3	4.6	7/7
9	Pttcell	Mobile networks	75	3.6	—	2.8	3.6	4.4	7/7
10	Netgsm	Mobile networks	61	2.9	—	2.8	2.5	3.4	6/7

Automotive

11 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	Togg	Mainstream cars	112	6.6	—	7.7	6.6	5.6	7/7
2	Toyota	Mainstream cars	111	6.6	—	6.0	6.4	7.3	7/7
3	Mercedes-Benz	Premium & luxury cars	105	6.2	—	6.7	5.9	6.2	7/7
4	BMW	Premium & luxury cars	104	6.1	—	6.7	5.8	5.9	7/7
5	Volkswagen	Mainstream cars	103	6.1	—	5.9	5.7	6.6	7/7
6	Renault	Mainstream cars	102	6.0	—	5.9	5.6	6.7	7/7
7	Tesla	Premium & luxury cars	101	6.0	—	7.7	5.4	4.8	7/7
8	Porsche	Premium & luxury cars	100	5.9	—	7.0	5.6	5.3	7/7
9	Audi	Premium & luxury cars	91	5.4	—	5.7	5.1	5.4	7/7
10	Peugeot	Mainstream cars	89	5.3	—	5.6	4.8	5.5	7/7
11	Citroën	Mainstream cars	80	4.7	—	5.1	4.3	4.8	7/7

Travel

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	Turkish Airlines Türk Hava Yolları	Airlines	140	7.1	—	7.6	6.5	7.2	7/7
2	Airbnb	Hotels & holidays	127	6.4	—	7.2	5.8	6.2	7/7
3	Obilet	Transport & ride-hailing	117	5.9	—	6.4	5.0	6.3	7/7
4	Pegasus	Airlines	110	5.6	—	6.0	4.7	5.9	7/7
5	Etstur	Hotels & holidays	105	5.3	—	5.1	4.9	5.8	7/7
6	TCDD Taşımacılık	Transport & ride-hailing	105	5.3	—	5.5	4.6	5.7	7/7
7	Kamil Koç	Transport & ride-hailing	102	5.1	—	4.9	4.8	5.7	7/7
8	Jolly Tur	Hotels & holidays	101	5.1	—	5.0	4.8	5.5	7/7
9	SunExpress	Airlines	99	5.0	—	4.9	4.7	5.3	7/7
10	Tatilbudur	Hotels & holidays	90	4.5	—	4.5	4.2	4.9	7/7
11	Trivago	Hotels & holidays	86	4.3	—	4.8	3.6	4.6	7/7
12	Garenta	Transport & ride-hailing	83	4.2	—	4.1	3.8	4.6	7/7
13	AJet	Airlines	81	4.1	—	4.2	3.7	4.4	7/7
14	Metro Turizm	Transport & ride-hailing	80	4.0	—	4.0	3.5	4.6	7/7
15	Corendon Airlines	Airlines	75	3.8	—	3.8	3.5	4.0	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	La Roche-Posay	Skincare & cosmetics	111	6.1	—	6.1	5.6	6.6	7/7
2	Flormar	Skincare & cosmetics	108	6.0	—	6.2	5.6	6.2	7/7
3	Eyüp Sabri Tuncer	Skincare & cosmetics	105	5.8	—	5.6	5.5	6.2	7/7
4	Head & Shoulders	Haircare & personal care	105	5.8	—	5.9	4.9	6.5	7/7
5	Bioderma	Skincare & cosmetics	102	5.6	—	5.5	5.1	6.3	7/7
6	Rexona	Haircare & personal care	102	5.6	—	5.6	4.8	6.4	7/7
7	Duru	Haircare & personal care	95	5.3	—	4.8	4.9	6.1	7/7
8	Clear	Haircare & personal care	91	5.0	—	4.9	4.4	5.8	7/7
9	Farmasi	Skincare & cosmetics	91	5.0	—	5.0	4.8	5.1	7/7
10	Signal	Haircare & personal care	91	5.0	—	4.8	4.3	5.9	7/7

Home & household

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	Dyson	Home appliances	114	6.2	—	7.5	5.2	6.0	7/7
2	Bosch	Home appliances	112	6.1	—	5.8	5.7	6.9	7/7
3	Arçelik	Home appliances	109	5.9	—	5.6	5.3	7.0	7/7
4	Philips	Home appliances	107	5.9	—	5.6	5.3	6.7	7/7
5	Cif	Household products	101	5.5	—	5.4	4.5	6.5	7/7
6	Beko	Home appliances	99	5.4	—	5.1	4.8	6.4	7/7
7	Domestos	Household products	99	5.4	—	5.2	4.4	6.6	7/7
8	Yumoş	Household products	98	5.4	—	5.4	4.6	6.1	7/7
9	Bingo	Household products	88	4.8	—	4.6	4.0	5.8	7/7
10	ABC	Household products	73	4.0	—	3.6	3.4	4.9	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	Strava	Gyms & fitness	122	6.4	—	6.6	6.2	6.4	7/7
2	MACFit	Gyms & fitness	118	6.2	—	6.1	5.7	6.7	7/7
3	Acıbadem	Health & medicines	107	5.6	—	6.0	4.8	5.9	7/7
4	Liv Hospital	Health & medicines	98	5.1	—	5.6	4.6	5.2	7/7
5	Fitbit	Gyms & fitness	97	5.1	—	5.0	4.8	5.5	7/7
6	Spor İstanbul	Gyms & fitness	96	5.0	—	4.5	5.1	5.5	7/7
7	Sports International	Gyms & fitness	93	4.9	—	4.5	5.0	5.2	6/7
8	Medical Park	Health & medicines	92	4.8	—	5.0	4.3	5.2	7/7
9	Medipol	Health & medicines	92	4.8	—	5.1	4.2	5.1	7/7
10	Medicana	Health & medicines	84	4.4	—	4.4	4.0	4.8	7/7

Energy

5 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	Shell	Energy & fuel	118	6.3	—	6.6	5.5	6.8	7/7
2	Opet	Energy & fuel	111	5.9	—	6.0	5.3	6.5	7/7
3	Petrol Ofisi	Energy & fuel	105	5.6	—	5.5	5.0	6.4	7/7
4	BP	Energy & fuel	90	4.8	—	4.7	4.1	5.5	7/7
5	Aytemiz	Energy & fuel	76	4.0	—	3.8	3.6	4.7	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