Research
Which brands AI names in the UK
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
- 1CurrysEcommerce86.3%
- 2AvivaInsurance64.0%
- 3SantanderBanking49.0%
- 4ExpediaTravel45.9%
- 5AsosFashion35.4%
- Questions asked
- 125the same ones, every day
- Answers read
- 4,874across 3 AI tools
- Source links
- 46,517pages the answers pointed to
Industries
Who AI names in each industry
Currys is named in 86.3% of ecommerce answers, the highest on this page. In fashion, no brand gets past 36%.
- Currys86.3%
- Argos74.4%
- John Lewis70.9%
- Amazon58.0%
- AO.com43.7%
- Aviva64.0%
- LV=32.0%
- Direct Line30.2%
- admiral29.3%
- AXA21.1%
- Santander49.0%
- HSBC44.5%
- Nationwide39.0%
- Barclays26.9%
- Halifax25.3%
- Expedia45.9%
- easyJet holidays42.2%
- Jet2holidays40.4%
- Booking.com40.1%
- LoveHolidays25.2%
- Asos35.4%
- John Lewis29.9%
- M&S23.6%
- Next23.2%
- Adidas19.0%
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 the UK
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.
InsuranceAll agree
- ChatGPTAviva
- GeminiAviva
- PerplexityAviva
Fashion
- ChatGPTNext
- GeminiAsos
- PerplexityAsos
EcommerceAll agree
- ChatGPTCurrys
- GeminiCurrys
- PerplexityCurrys
Travel
- ChatGPTJet2holidays
- GeminiBooking.com
- PerplexityExpedia
Each tool’s #1 is the brand named in the largest share of that tool’s own answers.
Warmest
- John LewisEcommerce8.7 /10
- NFU MutualInsurance8.5 /10
- Jet2holidaysTravel8.2 /10
Coolest
- ChurchillInsurance5.9 /10
- Lloyds BankBanking6.2 /10
- BarclaysBanking6.2 /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.
| AI tool | Brands named | Sources shown |
|---|---|---|
| All AI tools | 8.4 | 8.7 |
| ChatGPT | 9.2 | 8.2 |
| Gemini | 7.5 | 2.7 |
| Perplexity | 8.5 | 15.2 |
- Brand mentions with a source
- 54.9%
- Source links on .uk addresses
- 45.8%
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 the UK
AI answers link to the pages they used. 54.5% of those links go to a site the brands own themselves.
- Brand and product sites
- 54.5%
- Comparison and review
- 16.5%
- Media and blogs
- 12.6%
- Marketplaces
- 11.8%
- Authority and reference
- 3.0%
- Other
- 1.5%
- Community
- 0.1%
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.
- which.co.uk21.7%
- moneysavingexpert.com13.4%
- trustpilot.com1.4%
- www.gov.uk1.2%
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. Bars are scaled to the longest row, not to 100%, so read the numbers rather than the lengths.
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.