North America · October 2026 · refreshed monthly
The brands AI wants in the United States
7 AI models were asked how well they know the top brands in the United States 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
23 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 | USAA | Insurance | 121 | 6.4 | — | 5.6 | 6.7 | 7.0 | 7/7 |
| 2 | Venmo | Cards & payments | 121 | 6.4 | — | 6.8 | 5.9 | 6.6 | 7/7 |
| 3 | Navy Federal Credit Union | Banks | 116 | 6.2 | — | 5.3 | 6.5 | 6.8 | 7/7 |
| 4 | Cash App | Cards & payments | 114 | 6.1 | — | 6.8 | 5.3 | 6.2 | 7/7 |
| 5 | American Express | Cards & payments | 114 | 6.0 | — | 5.9 | 5.6 | 6.7 | 7/7 |
| 6 | Fidelity | Investing & savings | 112 | 6.0 | — | 5.4 | 5.4 | 7.1 | 7/7 |
| 7 | Vanguard | Investing & savings | 110 | 5.9 | — | 5.3 | 5.5 | 6.8 | 7/7 |
| 8 | Progressive | Insurance | 108 | 5.8 | — | 6.7 | 4.5 | 6.0 | 7/7 |
| 9 | Robinhood | Investing & savings | 108 | 5.8 | — | 7.2 | 4.6 | 5.5 | 7/7 |
| 10 | Capital One | Banks | 107 | 5.7 | — | 6.4 | 4.7 | 6.0 | 7/7 |
| 11 | Chase | Banks | 107 | 5.7 | — | 6.0 | 4.7 | 6.3 | 7/7 |
| 12 | PayPal | Cards & payments | 105 | 5.6 | — | 5.5 | 4.9 | 6.5 | 7/7 |
| 13 | GEICO | Insurance | 104 | 5.5 | — | 6.5 | 4.3 | 5.9 | 7/7 |
| 14 | State Farm | Insurance | 104 | 5.5 | — | 5.2 | 5.3 | 6.1 | 7/7 |
| 15 | Charles Schwab | Investing & savings | 103 | 5.5 | — | 5.0 | 4.9 | 6.7 | 7/7 |
| 16 | Discover | Cards & payments | 94 | 5.0 | — | 4.5 | 4.8 | 5.7 | 7/7 |
| 17 | E*TRADE | Investing & savings | 85 | 4.5 | — | 4.4 | 4.0 | 5.2 | 7/7 |
| 18 | Bank of America | Banks | 83 | 4.4 | — | 4.6 | 3.6 | 5.1 | 7/7 |
| 19 | Citi | Banks | 81 | 4.3 | — | 4.7 | 3.6 | 4.7 | 7/7 |
| 20 | Blue Cross Blue Shield | Insurance | 81 | 4.3 | — | 4.0 | 3.9 | 5.0 | 7/7 |
| 21 | U.S. Bank | Banks | 76 | 4.1 | — | 3.9 | 3.7 | 4.6 | 7/7 |
| 22 | PNC | Banks | 75 | 4.0 | — | 3.7 | 3.7 | 4.5 | 7/7 |
| 23 | Wells Fargo | Banks | 68 | 3.6 | — | 4.2 | 2.6 | 4.0 | 7/7 |
Grocery
10 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 | Trader Joe's | Supermarkets | 129 | 7.3 | — | 8.0 | 6.7 | 7.1 | 7/7 |
| 2 | Costco | Supermarkets | 127 | 7.1 | — | 7.3 | 6.3 | 7.8 | 7/7 |
| 3 | Publix | Supermarkets | 108 | 6.1 | — | 5.4 | 6.2 | 6.8 | 7/7 |
| 4 | Aldi | Supermarkets | 107 | 6.0 | — | 6.3 | 5.2 | 6.6 | 7/7 |
| 5 | Whole Foods Market | Supermarkets | 103 | 5.8 | — | 6.1 | 5.8 | 5.6 | 7/7 |
| 6 | Sam's Club | Supermarkets | 94 | 5.3 | — | 5.2 | 4.7 | 6.0 | 7/7 |
| 7 | Walmart | Supermarkets | 93 | 5.3 | — | 5.2 | 4.0 | 6.6 | 7/7 |
| 8 | Kroger | Supermarkets | 86 | 4.8 | — | 4.5 | 4.2 | 5.8 | 7/7 |
| 9 | 7-Eleven | Supermarkets | 79 | 4.4 | — | 4.5 | 3.6 | 5.2 | 7/7 |
| 10 | Safeway | Supermarkets | 73 | 4.1 | — | 3.6 | 3.8 | 4.9 | 7/7 |
Retail
35 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 | Apple Store | Electricals retail | 138 | 7.4 | — | 7.9 | 6.6 | 7.6 | 7/7 |
| 2 | Sephora | Health & beauty stores | 130 | 7.0 | — | 7.7 | 6.5 | 6.8 | 7/7 |
| 3 | IKEA | Home, furniture & DIY | 128 | 6.8 | — | 7.6 | 6.1 | 6.8 | 7/7 |
| 4 | Target | Department & variety stores | 123 | 6.6 | — | 6.6 | 6.0 | 7.2 | 7/7 |
| 5 | Amazon | Online marketplaces | 123 | 6.5 | — | 7.0 | 4.6 | 8.1 | 7/7 |
| 6 | Etsy | Online marketplaces | 122 | 6.5 | — | 6.6 | 6.9 | 6.0 | 7/7 |
| 7 | Ulta Beauty | Health & beauty stores | 119 | 6.3 | — | 6.5 | 5.8 | 6.6 | 7/7 |
| 8 | The Home Depot | Home, furniture & DIY | 115 | 6.1 | — | 5.8 | 5.6 | 6.9 | 7/7 |
| 9 | Home Depot | Electricals retail | 112 | 6.0 | — | 5.5 | 5.6 | 6.9 | 7/7 |
| 10 | Micro Center | Electricals retail | 112 | 6.0 | — | 6.2 | 5.8 | 5.9 | 7/7 |
| 11 | Bath & Body Works | Health & beauty stores | 110 | 5.9 | — | 6.2 | 5.2 | 6.2 | 7/7 |
| 12 | Nordstrom | Department & variety stores | 108 | 5.8 | — | 5.7 | 5.6 | 6.1 | 7/7 |
| 13 | Tractor Supply | Home, furniture & DIY | 106 | 5.7 | — | 5.1 | 6.0 | 5.9 | 7/7 |
| 14 | TJ Maxx | Department & variety stores | 105 | 5.6 | — | 6.2 | 4.8 | 5.9 | 7/7 |
| 15 | Lowe's | Home, furniture & DIY | 104 | 5.5 | — | 5.0 | 5.4 | 6.2 | 7/7 |
| 16 | Ace Hardware | Home, furniture & DIY | 101 | 5.4 | — | 4.5 | 5.7 | 6.1 | 7/7 |
| 17 | Best Buy | Electricals retail | 99 | 5.3 | — | 5.1 | 4.9 | 5.9 | 7/7 |
| 18 | eBay | Online marketplaces | 99 | 5.3 | — | 5.4 | 4.8 | 5.7 | 7/7 |
| 19 | Wayfair | Home, furniture & DIY | 97 | 5.2 | — | 5.7 | 4.6 | 5.4 | 7/7 |
| 20 | Five Below | Department & variety stores | 96 | 5.1 | — | 5.7 | 4.5 | 5.2 | 7/7 |
| 21 | Macy's | Department & variety stores | 94 | 5.0 | — | 5.0 | 4.6 | 5.4 | 7/7 |
| 22 | Walmart Marketplace | Online marketplaces | 91 | 4.8 | — | 4.6 | 4.1 | 5.8 | 7/7 |
| 23 | Facebook Marketplace | Online marketplaces | 90 | 4.8 | — | 5.2 | 4.3 | 4.9 | 7/7 |
| 24 | Harbor Freight | Home, furniture & DIY | 89 | 4.8 | — | 5.0 | 4.3 | 5.1 | 7/7 |
| 25 | GameStop | Electricals retail | 88 | 4.7 | — | 5.1 | 4.6 | 4.4 | 7/7 |
| 26 | Menards | Home, furniture & DIY | 86 | 4.6 | — | 4.2 | 4.5 | 5.2 | 7/7 |
| 27 | Kohl's | Department & variety stores | 85 | 4.5 | — | 4.1 | 4.1 | 5.4 | 7/7 |
| 28 | Ross | Department & variety stores | 85 | 4.5 | — | 4.7 | 3.8 | 5.0 | 7/7 |
| 29 | CVS Pharmacy | Health & beauty stores | 84 | 4.5 | — | 3.9 | 3.6 | 5.8 | 7/7 |
| 30 | Dollar Tree | Department & variety stores | 83 | 4.4 | — | 4.4 | 3.6 | 5.3 | 7/7 |
| 31 | Walgreens | Health & beauty stores | 82 | 4.4 | — | 3.8 | 3.6 | 5.8 | 7/7 |
| 32 | Temu | Online marketplaces | 82 | 4.4 | — | 6.1 | 2.8 | 4.2 | 7/7 |
| 33 | Dollar General | Department & variety stores | 78 | 4.2 | — | 3.8 | 3.5 | 5.2 | 7/7 |
| 34 | Craigslist | Online marketplaces | 71 | 3.8 | — | 4.0 | 3.4 | 4.0 | 7/7 |
| 35 | JCPenney | Department & variety stores | 65 | 3.5 | — | 2.9 | 3.6 | 4.1 | 7/7 |
Fashion
16 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 | Nike | Sportswear & footwear | 133 | 7.5 | — | 8.1 | 7.0 | 7.5 | 7/7 |
| 2 | Lululemon | Sportswear & footwear | 114 | 6.5 | — | 6.6 | 6.5 | 6.3 | 7/7 |
| 3 | Adidas | Sportswear & footwear | 112 | 6.4 | — | 6.7 | 6.1 | 6.4 | 7/7 |
| 4 | Louis Vuitton | Luxury | 108 | 6.1 | — | 7.1 | 5.6 | 5.7 | 7/7 |
| 5 | Rolex | Luxury | 107 | 6.1 | — | 6.7 | 5.8 | 5.6 | 7/7 |
| 6 | New Balance | Sportswear & footwear | 106 | 6.0 | — | 5.9 | 5.9 | 6.3 | 7/7 |
| 7 | Chanel | Luxury | 105 | 6.0 | — | 7.1 | 5.5 | 5.4 | 7/7 |
| 8 | Gucci | Luxury | 105 | 6.0 | — | 7.4 | 5.4 | 5.2 | 7/7 |
| 9 | Tiffany & Co. | Luxury | 103 | 5.8 | — | 6.3 | 5.7 | 5.6 | 7/7 |
| 10 | American Eagle | Clothing retail | 98 | 5.5 | — | 5.5 | 5.5 | 5.7 | 7/7 |
| 11 | Old Navy | Clothing retail | 94 | 5.3 | — | 5.1 | 5.0 | 6.0 | 7/7 |
| 12 | H&M | Clothing retail | 93 | 5.3 | — | 6.0 | 4.7 | 5.2 | 7/7 |
| 13 | Shein | Clothing retail | 84 | 4.8 | — | 6.9 | 3.4 | 3.9 | 7/7 |
| 14 | Abercrombie & Fitch | Clothing retail | 83 | 4.7 | — | 5.3 | 4.5 | 4.4 | 7/7 |
| 15 | Skechers | Sportswear & footwear | 79 | 4.5 | — | 4.2 | 4.2 | 5.1 | 7/7 |
| 16 | Hollister | Clothing retail | 76 | 4.3 | — | 4.6 | 4.3 | 4.1 | 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 | 119 | 6.7 | — | 7.7 | 6.1 | 6.2 | 7/7 |
| 2 | Tito's | Alcoholic drinks | 115 | 6.4 | — | 6.4 | 6.5 | 6.4 | 7/7 |
| 3 | Oreo | Snacks & confectionery | 112 | 6.3 | — | 7.1 | 5.4 | 6.3 | 7/7 |
| 4 | Gatorade | Soft drinks | 112 | 6.3 | — | 6.2 | 6.1 | 6.5 | 7/7 |
| 5 | Coca-Cola | Soft drinks | 112 | 6.3 | — | 6.4 | 5.7 | 6.7 | 7/7 |
| 6 | Doritos | Snacks & confectionery | 108 | 6.0 | — | 7.1 | 5.2 | 5.9 | 7/7 |
| 7 | M&M's | Snacks & confectionery | 108 | 6.0 | — | 6.8 | 5.3 | 6.0 | 7/7 |
| 8 | Michelob Ultra | Alcoholic drinks | 105 | 5.9 | — | 6.0 | 5.7 | 6.0 | 7/7 |
| 9 | Mountain Dew | Soft drinks | 105 | 5.9 | — | 6.8 | 5.3 | 5.6 | 7/7 |
| 10 | Patrón | Alcoholic drinks | 102 | 5.7 | — | 6.3 | 5.6 | 5.3 | 7/7 |
| 11 | Cheerios | Packaged food & hot drinks | 100 | 5.6 | — | 5.0 | 5.2 | 6.7 | 7/7 |
| 12 | Dr Pepper | Soft drinks | 99 | 5.6 | — | 6.2 | 4.9 | 5.6 | 7/7 |
| 13 | Lay's | Snacks & confectionery | 97 | 5.5 | — | 5.8 | 4.8 | 5.8 | 7/7 |
| 14 | Kit Kat | Snacks & confectionery | 95 | 5.3 | — | 5.8 | 4.5 | 5.6 | 7/7 |
| 15 | Quaker | Packaged food & hot drinks | 93 | 5.2 | — | 4.4 | 4.9 | 6.3 | 7/7 |
| 16 | Budweiser | Alcoholic drinks | 91 | 5.1 | — | 5.0 | 4.8 | 5.4 | 7/7 |
| 17 | Miller Lite | Alcoholic drinks | 89 | 5.0 | — | 4.7 | 4.8 | 5.4 | 7/7 |
| 18 | Campbell's | Packaged food & hot drinks | 88 | 4.9 | — | 4.3 | 4.3 | 6.1 | 7/7 |
| 19 | Folgers | Packaged food & hot drinks | 80 | 4.5 | — | 3.7 | 3.9 | 5.9 | 7/7 |
| 20 | Tyson | Packaged food & hot drinks | 71 | 4.0 | — | 3.9 | 3.2 | 4.8 | 7/7 |
Eating out
21 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 | Starbucks | Coffee shops & bakeries | 126 | 6.7 | — | 7.1 | 6.0 | 6.9 | 7/7 |
| 2 | Dutch Bros | Coffee shops & bakeries | 120 | 6.3 | — | 6.8 | 6.1 | 6.0 | 7/7 |
| 3 | Chipotle | Fast food & restaurants | 119 | 6.3 | — | 6.6 | 6.1 | 6.0 | 7/7 |
| 4 | Chick-fil-A | Fast food & restaurants | 117 | 6.1 | — | 6.2 | 5.9 | 6.4 | 7/7 |
| 5 | McDonald's | Fast food & restaurants | 114 | 6.0 | — | 6.4 | 5.1 | 6.5 | 7/7 |
| 6 | Taco Bell | Fast food & restaurants | 113 | 6.0 | — | 7.3 | 4.9 | 5.6 | 7/7 |
| 7 | Dunkin' | Coffee shops & bakeries | 112 | 5.9 | — | 5.7 | 5.3 | 6.8 | 7/7 |
| 8 | Crumbl | Coffee shops & bakeries | 107 | 5.6 | — | 7.2 | 5.0 | 4.6 | 7/7 |
| 9 | Domino's | Fast food & restaurants | 105 | 5.5 | — | 5.9 | 4.7 | 6.1 | 7/7 |
| 10 | Uber Eats | Food delivery | 99 | 5.2 | — | 5.9 | 4.0 | 5.8 | 7/7 |
| 11 | Wendy's | Fast food & restaurants | 99 | 5.2 | — | 5.7 | 4.5 | 5.4 | 7/7 |
| 12 | DoorDash | Food delivery | 99 | 5.2 | — | 5.8 | 4.0 | 5.8 | 7/7 |
| 13 | Panera Bread | Coffee shops & bakeries | 95 | 5.0 | — | 4.7 | 5.0 | 5.3 | 7/7 |
| 14 | Instacart | Food delivery | 92 | 4.8 | — | 5.0 | 3.9 | 5.7 | 7/7 |
| 15 | Amazon Fresh | Food delivery | 88 | 4.6 | — | 4.7 | 3.8 | 5.5 | 7/7 |
| 16 | Burger King | Fast food & restaurants | 87 | 4.6 | — | 5.0 | 3.8 | 4.9 | 7/7 |
| 17 | Sonic | Fast food & restaurants | 87 | 4.6 | — | 5.1 | 4.0 | 4.6 | 7/7 |
| 18 | KFC | Fast food & restaurants | 84 | 4.4 | — | 5.0 | 3.8 | 4.6 | 7/7 |
| 19 | Subway | Fast food & restaurants | 84 | 4.4 | — | 4.3 | 3.8 | 5.0 | 7/7 |
| 20 | Pizza Hut | Fast food & restaurants | 82 | 4.3 | — | 4.4 | 3.9 | 4.7 | 7/7 |
| 21 | Grubhub | Food delivery | 71 | 3.7 | — | 3.8 | 3.1 | 4.3 | 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 | 128 | 7.6 | — | 8.3 | 6.6 | 8.0 | 7/7 |
| 2 | Apple | Phones & devices | 125 | 7.4 | — | 7.9 | 6.5 | 7.9 | 7/7 |
| 3 | ChatGPT | Search & AI assistants | 123 | 7.3 | — | 8.5 | 5.8 | 7.7 | 7/7 |
| 4 | TikTok | Social media & messaging | 121 | 7.2 | — | 8.6 | 6.1 | 7.0 | 7/7 |
| 5 | Search & AI assistants | 118 | 7.0 | — | 7.3 | 5.5 | 8.2 | 7/7 | |
| 6 | Canva | Software & cloud | 115 | 6.9 | — | 7.0 | 6.3 | 7.3 | 7/7 |
| 7 | Social media & messaging | 114 | 6.8 | — | 7.5 | 6.1 | 6.9 | 7/7 | |
| 8 | Social media & messaging | 114 | 6.8 | — | 7.2 | 6.4 | 6.8 | 7/7 | |
| 9 | Discord | Social media & messaging | 113 | 6.8 | — | 6.9 | 6.5 | 6.8 | 7/7 |
| 10 | Samsung | Phones & devices | 112 | 6.7 | — | 7.2 | 5.7 | 7.2 | 7/7 |
| 11 | Google Drive | Software & cloud | 106 | 6.3 | — | 6.0 | 5.1 | 7.8 | 7/7 |
| 12 | Social media & messaging | 105 | 6.3 | — | 6.1 | 6.3 | 6.4 | 7/7 | |
| 13 | Zoom | Software & cloud | 103 | 6.1 | — | 6.0 | 5.4 | 7.0 | 7/7 |
| 14 | Microsoft 365 | Software & cloud | 101 | 6.0 | — | 5.6 | 5.0 | 7.5 | 7/7 |
| 15 | Claude | Search & AI assistants | 101 | 6.0 | — | 6.2 | 5.5 | 6.4 | 7/7 |
| 16 | Social media & messaging | 98 | 5.8 | — | 5.8 | 5.4 | 6.2 | 7/7 | |
| 17 | Gemini | Search & AI assistants | 97 | 5.8 | — | 6.4 | 4.8 | 6.1 | 7/7 |
| 18 | Beats | Phones & devices | 96 | 5.7 | — | 6.0 | 5.5 | 5.6 | 7/7 |
| 19 | DuckDuckGo | Search & AI assistants | 95 | 5.6 | — | 5.3 | 5.5 | 6.1 | 7/7 |
| 20 | Microsoft Copilot | Search & AI assistants | 87 | 5.2 | — | 5.4 | 4.4 | 5.8 | 7/7 |
| 21 | Social media & messaging | 87 | 5.2 | — | 5.2 | 4.6 | 5.7 | 7/7 | |
| 22 | Grok | Search & AI assistants | 86 | 5.1 | — | 6.3 | 4.3 | 4.8 | 7/7 |
| 23 | X | Social media & messaging | 86 | 5.1 | — | 6.3 | 4.3 | 4.8 | 7/7 |
| 24 | Dell | Phones & devices | 84 | 5.0 | — | 4.6 | 4.5 | 5.9 | 7/7 |
| 25 | HP | Phones & devices | 79 | 4.7 | — | 4.4 | 4.4 | 5.4 | 7/7 |
| 26 | TurboTax | Software & cloud | 77 | 4.6 | — | 5.0 | 3.6 | 5.2 | 7/7 |
| 27 | Bing | Search & AI assistants | 70 | 4.2 | — | 3.8 | 3.6 | 5.0 | 7/7 |
| 28 | Yahoo | Search & AI assistants | 59 | 3.5 | — | 2.9 | 3.3 | 4.3 | 7/7 |
Media & entertainment
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 | Minecraft | Gaming | 132 | 7.9 | — | 8.1 | 7.5 | 8.2 | 7/7 |
| 2 | Spotify | Music & audio | 129 | 7.7 | — | 8.0 | 6.9 | 8.3 | 7/7 |
| 3 | Netflix | Video streaming & TV | 124 | 7.5 | — | 8.3 | 6.5 | 7.5 | 7/7 |
| 4 | PlayStation | Gaming | 120 | 7.2 | — | 7.5 | 6.6 | 7.5 | 7/7 |
| 5 | Roblox | Gaming | 116 | 7.0 | — | 8.1 | 6.3 | 6.5 | 7/7 |
| 6 | Twitch | Gaming | 115 | 6.9 | — | 7.7 | 6.6 | 6.4 | 7/7 |
| 7 | Epic Games | Gaming | 113 | 6.8 | — | 7.7 | 6.1 | 6.6 | 7/7 |
| 8 | The New York Times | News & publishing | 113 | 6.8 | — | 7.3 | 6.0 | 6.9 | 7/7 |
| 9 | Disney+ | Video streaming & TV | 111 | 6.7 | — | 7.1 | 6.1 | 6.8 | 7/7 |
| 10 | Apple Music | Music & audio | 107 | 6.4 | — | 6.1 | 6.0 | 7.2 | 7/7 |
| 11 | HBO Max | Video streaming & TV | 107 | 6.4 | — | 7.2 | 5.7 | 6.4 | 7/7 |
| 12 | Prime Video | Video streaming & TV | 106 | 6.3 | — | 6.5 | 5.5 | 7.1 | 7/7 |
| 13 | YouTube Music | Music & audio | 105 | 6.3 | — | 6.4 | 5.7 | 6.8 | 7/7 |
| 14 | ESPN | Video streaming & TV | 105 | 6.3 | — | 6.8 | 6.0 | 6.1 | 7/7 |
| 15 | SoundCloud | Music & audio | 104 | 6.3 | — | 6.7 | 6.4 | 5.7 | 7/7 |
| 16 | DraftKings | Betting & lottery | 99 | 6.0 | — | 7.0 | 5.2 | 5.7 | 7/7 |
| 17 | FanDuel | Betting & lottery | 99 | 5.9 | — | 6.9 | 5.2 | 5.7 | 7/7 |
| 18 | Hulu | Video streaming & TV | 98 | 5.9 | — | 5.9 | 5.4 | 6.3 | 7/7 |
| 19 | BBC News | News & publishing | 92 | 5.5 | — | 5.8 | 5.1 | 5.8 | 7/7 |
| 20 | CNN | News & publishing | 90 | 5.4 | — | 6.3 | 4.5 | 5.5 | 7/7 |
| 21 | Powerball | Betting & lottery | 83 | 5.0 | — | 5.9 | 4.5 | 4.6 | 7/7 |
| 22 | Mega Millions | Betting & lottery | 83 | 5.0 | — | 5.8 | 4.5 | 4.6 | 7/7 |
| 23 | NBC News | News & publishing | 82 | 5.0 | — | 5.0 | 4.5 | 5.3 | 7/7 |
| 24 | Peacock | Video streaming & TV | 75 | 4.5 | — | 4.6 | 4.3 | 4.7 | 7/7 |
| 25 | Pandora | Music & audio | 75 | 4.5 | — | 4.0 | 4.3 | 5.2 | 7/7 |
| 26 | Yahoo News | News & publishing | 63 | 3.8 | — | 3.9 | 3.3 | 4.2 | 7/7 |
| 27 | Chumba Casino | Betting & lottery | 55 | 3.3 | — | 4.0 | 2.6 | 3.3 | 6/7 |
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 | T-Mobile | Mobile networks | 131 | 6.5 | — | 7.2 | 5.6 | 6.7 | 7/7 |
| 2 | YouTube TV | Broadband & pay TV | 123 | 6.1 | — | 6.3 | 5.3 | 6.7 | 7/7 |
| 3 | Starlink | Broadband & pay TV | 121 | 6.0 | — | 7.6 | 4.6 | 5.8 | 7/7 |
| 4 | Verizon | Mobile networks | 110 | 5.4 | — | 5.4 | 4.5 | 6.4 | 7/7 |
| 5 | AT&T | Mobile networks | 96 | 4.8 | — | 4.8 | 3.9 | 5.5 | 7/7 |
| 6 | Sling TV | Broadband & pay TV | 88 | 4.4 | — | 4.6 | 3.5 | 5.0 | 7/7 |
| 7 | Xfinity | Broadband & pay TV | 87 | 4.3 | — | 4.5 | 3.2 | 5.3 | 7/7 |
| 8 | Boost Mobile | Mobile networks | 85 | 4.2 | — | 4.3 | 3.7 | 4.7 | 7/7 |
| 9 | Cricket Wireless | Mobile networks | 83 | 4.1 | — | 4.0 | 3.6 | 4.8 | 7/7 |
| 10 | Spectrum | Broadband & pay TV | 76 | 3.8 | — | 3.6 | 3.0 | 4.7 | 7/7 |
Automotive
10 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 | Tesla | Premium & luxury cars | 111 | 6.8 | — | 8.5 | 5.7 | 6.1 | 7/7 |
| 2 | Porsche | Premium & luxury cars | 109 | 6.7 | — | 7.1 | 6.5 | 6.4 | 7/7 |
| 3 | Toyota | Mainstream cars | 109 | 6.6 | — | 6.0 | 6.3 | 7.5 | 7/7 |
| 4 | Honda | Mainstream cars | 100 | 6.1 | — | 5.5 | 5.9 | 6.9 | 7/7 |
| 5 | Mercedes-Benz | Premium & luxury cars | 100 | 6.1 | — | 6.5 | 5.6 | 6.1 | 7/7 |
| 6 | Ford | Mainstream cars | 99 | 6.0 | — | 6.2 | 5.6 | 6.2 | 7/7 |
| 7 | BMW | Premium & luxury cars | 99 | 6.0 | — | 6.3 | 5.7 | 6.0 | 7/7 |
| 8 | Lexus | Premium & luxury cars | 93 | 5.7 | — | 4.8 | 5.5 | 6.7 | 7/7 |
| 9 | Hyundai | Mainstream cars | 93 | 5.7 | — | 6.0 | 5.0 | 6.0 | 7/7 |
| 10 | Chevrolet | Mainstream cars | 86 | 5.2 | — | 5.2 | 4.8 | 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 | Airbnb | Hotels & holidays | 133 | 6.4 | — | 7.5 | 5.7 | 6.0 | 7/7 |
| 2 | Uber | Transport & ride-hailing | 132 | 6.3 | — | 7.4 | 4.7 | 6.9 | 7/7 |
| 3 | Southwest | Airlines | 126 | 6.0 | — | 6.2 | 5.8 | 6.1 | 7/7 |
| 4 | Marriott | Hotels & holidays | 119 | 5.7 | — | 5.2 | 5.6 | 6.3 | 7/7 |
| 5 | Delta | Airlines | 114 | 5.5 | — | 5.5 | 5.1 | 5.9 | 7/7 |
| 6 | Enterprise | Transport & ride-hailing | 107 | 5.1 | — | 4.7 | 4.8 | 5.8 | 7/7 |
| 7 | Vrbo | Hotels & holidays | 99 | 4.7 | — | 4.7 | 4.7 | 4.8 | 7/7 |
| 8 | Expedia | Hotels & holidays | 96 | 4.6 | — | 4.5 | 4.1 | 5.2 | 7/7 |
| 9 | United | Airlines | 90 | 4.3 | — | 4.6 | 3.8 | 4.6 | 7/7 |
| 10 | Amtrak | Transport & ride-hailing | 89 | 4.3 | — | 4.5 | 4.1 | 4.2 | 7/7 |
| 11 | American Airlines | Airlines | 87 | 4.2 | — | 4.3 | 3.7 | 4.6 | 7/7 |
| 12 | Priceline | Hotels & holidays | 86 | 4.1 | — | 4.3 | 3.5 | 4.6 | 7/7 |
| 13 | Avis | Transport & ride-hailing | 80 | 3.8 | — | 3.6 | 3.4 | 4.4 | 7/7 |
| 14 | Hertz | Transport & ride-hailing | 78 | 3.7 | — | 3.9 | 3.3 | 4.1 | 7/7 |
| 15 | Frontier | Airlines | 64 | 3.1 | — | 4.1 | 2.2 | 2.9 | 7/7 |
Beauty & personal care
10 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 | Fenty Beauty | Skincare & cosmetics | 128 | 7.2 | — | 7.8 | 7.2 | 6.6 | 7/7 |
| 2 | Dove | Haircare & personal care | 115 | 6.5 | — | 6.3 | 6.2 | 6.9 | 7/7 |
| 3 | MAC | Skincare & cosmetics | 113 | 6.3 | — | 6.5 | 6.3 | 6.3 | 7/7 |
| 4 | CeraVe | Skincare & cosmetics | 106 | 6.0 | — | 5.7 | 5.3 | 6.9 | 7/7 |
| 5 | Native | Haircare & personal care | 98 | 5.5 | — | 5.7 | 5.5 | 5.3 | 7/7 |
| 6 | Crest | Haircare & personal care | 98 | 5.5 | — | 5.0 | 4.7 | 6.8 | 7/7 |
| 7 | Estée Lauder | Skincare & cosmetics | 93 | 5.3 | — | 5.2 | 4.8 | 5.8 | 7/7 |
| 8 | Clinique | Skincare & cosmetics | 87 | 4.9 | — | 4.4 | 4.6 | 5.7 | 7/7 |
| 9 | Degree | Haircare & personal care | 85 | 4.8 | — | 4.5 | 4.1 | 5.8 | 7/7 |
| 10 | Axe | Haircare & personal care | 77 | 4.3 | — | 4.9 | 3.4 | 4.6 | 7/7 |
Home & household
10 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 | KitchenAid | Home appliances | 115 | 6.5 | — | 6.3 | 6.1 | 7.1 | 7/7 |
| 2 | Instant Pot | Home appliances | 111 | 6.3 | — | 6.3 | 5.5 | 7.0 | 7/7 |
| 3 | Tide | Household products | 110 | 6.2 | — | 6.1 | 5.1 | 7.4 | 7/7 |
| 4 | Dyson | Home appliances | 106 | 6.0 | — | 6.9 | 4.9 | 6.2 | 7/7 |
| 5 | Dawn | Household products | 103 | 5.8 | — | 5.5 | 5.0 | 6.9 | 7/7 |
| 6 | Swiffer | Household products | 98 | 5.5 | — | 5.9 | 4.3 | 6.4 | 7/7 |
| 7 | LG | Home appliances | 95 | 5.4 | — | 5.6 | 4.4 | 6.1 | 7/7 |
| 8 | Shark | Home appliances | 93 | 5.3 | — | 5.5 | 4.4 | 5.9 | 7/7 |
| 9 | Mr. Clean | Household products | 86 | 4.9 | — | 4.8 | 3.9 | 5.9 | 7/7 |
| 10 | Cascade | Household products | 82 | 4.6 | — | 4.1 | 3.9 | 5.9 | 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 | Life Time | Gyms & fitness | 123 | 6.2 | — | 6.1 | 6.1 | 6.5 | 7/7 |
| 2 | YMCA | Gyms & fitness | 122 | 6.2 | — | 4.9 | 6.9 | 6.7 | 7/7 |
| 3 | Planet Fitness | Gyms & fitness | 121 | 6.1 | — | 6.3 | 5.6 | 6.5 | 7/7 |
| 4 | Tylenol | Health & medicines | 99 | 5.0 | — | 4.3 | 4.2 | 6.6 | 7/7 |
| 5 | Kaiser Permanente | Health & medicines | 96 | 4.8 | — | 4.6 | 4.3 | 5.5 | 7/7 |
| 6 | LA Fitness | Gyms & fitness | 92 | 4.7 | — | 4.2 | 4.5 | 5.3 | 7/7 |
| 7 | 24 Hour Fitness | Gyms & fitness | 91 | 4.6 | — | 4.1 | 4.5 | 5.3 | 7/7 |
| 8 | Zyrtec | Health & medicines | 88 | 4.5 | — | 4.1 | 3.5 | 5.8 | 7/7 |
| 9 | Benadryl | Health & medicines | 85 | 4.3 | — | 3.7 | 3.5 | 5.6 | 7/7 |
| 10 | Mucinex | Health & medicines | 84 | 4.3 | — | 4.3 | 3.3 | 5.2 | 7/7 |
Energy
5 brands. Index 100 is the segment's average Desire of 4.6 out of 10.
| # | Brand | Sub-segment | Index | Desire /10 | Change | Attraction | Affinity | Attachment | Models |
|---|---|---|---|---|---|---|---|---|---|
| 1 | Wawa | Energy & fuel | 140 | 6.5 | — | 6.5 | 6.0 | 6.9 | 7/7 |
| 2 | QuikTrip | Energy & fuel | 118 | 5.5 | — | 5.4 | 4.9 | 6.2 | 7/7 |
| 3 | Shell | Energy & fuel | 87 | 4.0 | — | 4.4 | 3.1 | 4.6 | 7/7 |
| 4 | Circle K | Energy & fuel | 81 | 3.8 | — | 3.8 | 3.1 | 4.3 | 7/7 |
| 5 | BP | Energy & fuel | 74 | 3.4 | — | 3.7 | 2.6 | 4.0 | 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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The Category Index
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How AI shops for Britain: the brands ChatGPT, Claude and Gemini actually recommend across 20 consumer categories, told as an animated story.
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The websites AI search cites most — every model aggregated, with weekly movers and per-model and per-market editions.
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How every number is measured: real AI answers, counted not estimated, with sample sizes and limitations stated on every page.
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