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Research

Which brands AI names in Spain

People ask ChatGPT, Gemini and Perplexity which brands to use. We ask the same 125 questions across 5 industries every day, and count who gets named.

Live4 days of answers, 29 Oct to 1 Nov 2026

The top brand in each industryChatGPT, Gemini, Perplexity
  1. 1MediaMarktEcommerce81.1%
  2. 2ZalandoFashion62.6%
  3. 3MapfreInsurance57.4%
  4. 4Booking.comTravel54.3%
  5. 5BBVABanking52.4%
Questions asked
125the same ones, every day
Answers read
4,874across 3 AI tools
Source links
44,058pages the answers pointed to
Industries

Who AI names in each industry

MediaMarkt is named in 81.1% of ecommerce answers, the highest on this page. In banking, no brand gets past 53%.

EcommerceTop 5 of 9 brands, 971 answers read
  1. MediaMarkt81.1%
  2. Amazon73.7%
  3. PcComponentes72.7%
  4. El Corte Ingles71.9%
  5. Carrefour26.1%
Read the ecommerce report
FashionTop 5 of 9 brands, 975 answers read
  1. Zalando62.6%
  2. El Corte Ingles51.1%
  3. Decathlon21.9%
  4. Mango21.2%
  5. Adidas18.4%
Read the fashion report
InsuranceTop 5 of 9 brands, 978 answers read
  1. Mapfre57.4%
  2. AXA50.7%
  3. Allianz36.7%
  4. Línea Directa27.0%
  5. Mutua Madrileña24.7%
Read the insurance report
TravelTop 5 of 9 brands, 975 answers read
  1. Booking.com54.3%
  2. Expedia37.3%
  3. Logitravel32.4%
  4. Viajes El Corte Inglés24.6%
  5. Lastminute.com24.2%
Read the travel report
BankingTop 5 of 9 brands, 975 answers read
  1. BBVA52.4%
  2. Openbank42.7%
  3. Santander39.5%
  4. ING37.4%
  5. CaixaBank36.4%
Read the banking report

Each bar is how often that brand is named in its own report’s answers, on the same 0 to 100 scale in every card, so the industries can be read against each other.

Patterns

How AI answers in Spain

What the five reports show when read together: who each AI tool puts first, who it speaks of most warmly, and what an answer looks like.

Each AI tool’s #1In 4 of 5 industries, ChatGPT, Gemini and Perplexity do not agree on who comes first.

  • BankingAll agree

    • ChatGPTBBVA
    • GeminiBBVA
    • PerplexityBBVA

  • Insurance

    • ChatGPTAXA
    • GeminiMapfre
    • PerplexityMapfre

  • Fashion

    • ChatGPTZalando
    • GeminiEl Corte Ingles
    • PerplexityZalando

  • Ecommerce

    • ChatGPTMediaMarkt
    • GeminiMediaMarkt
    • PerplexityAmazon

  • Travel

    • ChatGPTBooking.com
    • GeminiBooking.com
    • PerplexityExpedia
Each tool’s #1 is the brand named in the largest share of that tool’s own answers.
Warmest and coolestThe brands AI describes most and least positively

Warmest

  1. EcoalfFashion8.9 /10
  2. DecathlonFashion8.6 /10
  3. ZalandoFashion8.4 /10

Coolest

  1. EdreamsTravel6.1 /10
  2. CaixaBankBanking6.2 /10
  3. SantanderBanking6.2 /10
Average tone of every answer that names the brand, from 0 to 10. Brands named in fewer than 30 answers are left out, because a few answers can swing the score.
What an answer looks likeAverages per answer, by AI tool
AI toolBrands namedSources shown
All AI tools7.98.4
ChatGPT8.27.0
Gemini7.63.3
Perplexity7.915.0
Brand mentions with a source
52.2%
Source links on .es addresses
51.6%
Brands named counts every brand an answer names, not only the ones we track. Sources shown are the links each AI tool showed with its answer, as we collected them.
Sources

Where AI gets its information about Spain

AI answers link to the pages they used. 61.4% of those links go to a site the brands own themselves.

What kind of sites AI links toEvery source link in the 5 reports, by type of site
Brand and product sites
61.4%
Media and blogs
15.3%
Marketplaces
11.8%
Comparison and review
7.2%
Other
2.2%
Authority and reference
1.8%
Community
0.2%
Adds up to 100% of the links collected. Navy is the sites the brands own themselves. A marketplace counts as somebody else’s site, even though the listing on it is the brand’s own.
Sites that come up in every industryLinked to in all 5 reports, owned by none of the brands
  1. abc.es8.7%
  2. 20minutos.es2.6%
  3. larazon.es2.2%
  4. elpais.com2.0%
  5. trustpilot.com1.8%
  6. que.es0.5%
A site only makes this list if all 5 reports link to it. News, blogs, comparison, community and reference sites only: brand sites, shops and marketplaces are left out. Shares are of the links that go to those sites, so they read small.
Method

How we measure this

Nothing here is estimated, modelled or surveyed. This is exactly what we do.

The same questions
125 questions across 5 industries, asked again every day. Nothing changes between days except the answers.
3 AI tools
ChatGPT, Gemini and Perplexity. We read every answer, one by one, instead of sampling.
Asked as real people
Every question is also asked as 3 types of buyer, because AI answers a first time buyer differently.
4 days so far
We keep collecting every day, so every number on this page moves with it.

44 companies tracked in total, across 4,874 answers. Each industry above links to its full report, live on the platform and updated every day.