Of 2582 brands rated across 67 categories, 25% sit above indifference, 74.7% are indifferent and 0.3% below.

Indifference dominates brand evaluations

Of 2,582 brands rated across 67 categories in the BrandInsightAI macro dataset, 25% sit above indifference, 74.7% are indifferent, and 0.3% fall below.

Universities has the largest share of brands above indifference at 96.6%, with 29 brands evaluated and 24 named across responses.

Betting and Gaming records the smallest share of brands above indifference at 0%, containing 40 brands and 28 named entities.

Figure 1Share of each category’s brands above indifference

Data table

Series	above
Universities	96.6%
Package Holidays, Cruises & Tours	68.4%
Fragrance & Beauty	65.9%
Watches & Jewellery	58.1%
Running Shoes	57.7%
Dermatological Skincare	51.2%
Online Learning	50%
Budget Gyms	50%
Luxury SUVs & 4x4s	50%
Private Healthcare	46.9%
Productivity Apps	42%
Streaming Services	40%
Fashion & Leather Goods	39%
Pet Care	39%
Video Games	38.2%
Haircare	36.1%
Champagne & Cognac	35.1%
Long-Haul Airlines	34.6%
Furniture & Homeware	32.4%
Consumer Electronics & Appliances	31.6%

Feature profiles and category divides

Emotional magnetism is the feature the most categories are divided on, appearing as contested in 17 of 67 categories in the BrandInsightAI macro dataset.

Fragrance and Beauty leads the index for Emotional magnetism with an index score of 138 against the macro dataset baseline.

Values and integrity is contested in 11 categories, while Emotional bond is contested in 10 categories.

Figure 2The feature each category is most divided on

Data table

Series	categories
Emotional magnetism	17
Values & integrity	11
Emotional bond	10
Reinforced experience	9
Perceived superiority	7
Identity & belonging	5
Trust & legitimacy	4
Positive influence	3
Part of my routine	1

Model grading and agreement levels

Gemini is the most generous rater, recording 4.5 points of Desire % above its peers on the same brands across 2,579 rated entities.

ChatGPT sits at minus 1.7 points against peers across 2,397 rated brands, while Claude sits at minus 3 points across 2,566 rated entities.

The models broadly agree with a median category correlation of 0.78, yet 14% of brand statement ratings split by two points or more.

Figure 3How generous each model is against its peers

Data table

Series	vs peers
Gemini	+4.5pp
ChatGPT	-1.7pp
Claude	-3pp

Top performing names across the index

The most desired named brand anywhere in the index is Apple in Consumer Electronics and Appliances, reaching 84.9% of maximum Desire.

FreeCodeCamp follows in Online Learning with a Desire percentage of 83.6%, and Nintendo in Video Games reaches 83.5%.

Nintendo leads the Attraction driver at 91.7%, Citizens Advice leads Affinity at 84.7%, and Apple leads Attachment at 87.4%.

Figure 4The most desired named brands anywhere

Data table

Series	desire
Apple · Consumer Electronics & Appliances	84.9%
freeCodeCamp · Online Learning	83.6%
Nintendo · Video Games	83.5%
Citizens Advice · Conveyancing, Wills & Probate	82.6%
Octopus Energy · Solar & Heat Pumps	82.4%
University of Cambridge · Universities	82.1%
Disney Cruise Line · Package Holidays, Cruises & Tours	81.8%
Open University · Online Learning	81%
University of Oxford · Universities	80.6%
Hoka · Running Shoes	80.3%

What to do with this

With 74.7% of brands sitting in the indifferent tier across 2,582 evaluated entities, marketing teams should analyse how AI models perceive emotional magnetism, which is contested across 17 categories.

Given that Gemini rates brands 4.5 points above peers while ChatGPT sits at minus 1.7 points, SEO strategies must monitor cross model variances rather than relying on a single AI output.

Since Apple leads Consumer Electronics and Appliances at 84.9% of maximum Desire, brands trailing category leaders should examine feature indexing to align with high performing benchmarks.

Method & limitations

• Dataset findings are descriptive and correlational, reflecting stated model evaluations rather than direct consumer transactions.
• Model prompts use the 31 statements of the Science of Desire glossary, which may not capture every commercial nuance.

How every figure on this page is counted, floored and reviewed: our methodology.