Which fragrance brands do AI assistants recommend in Indonesia? Q4 2026
In Indonesia, AI assistants most often recommend Dior, Chanel and Jo Malone for fragrance. Dior is named by 5 of 5 assistants.
What the data says
Dior (LVMH) is the fragrance brand AI assistants recommend most in Indonesia, taking 18.9% of all recommendation points across 5 assistants. Chanel follows with 18.3% and Jo Malone is third with 8.7%.
The top spot is close: only 0.6 points separate Dior and Chanel, so a small change in how either brand is described online could flip the order.
DeepSeek and Gemini put Dior first, while ChatGPT favours Chanel, Claude favours Chanel and Grok favours Chanel.
The top five brands hold 59% of recommendations out of 29 brands named in total, leaving room for challengers to break into AI shortlists.
| # | Brand | Owner | AI share | ChatGPT | Claude | DeepSeek | Gemini | Grok |
|---|---|---|---|---|---|---|---|---|
| 1 | Dior | LVMH | 18.9% | 20 | 72 | 60 | 120 | 12 |
| 2 | Chanel | Chanel | 18.3% | 85 | 75 | 25 | 20 | 70 |
| 3 | Jo Malone | Jo Malone | 8.7% | 25 | – | 25 | 25 | 55 |
| 4 | Calvin Klein | Coty | 7.1% | 43 | – | 55 | – | 8 |
| 5 | Zara | Inditex | 6.3% | – | 35 | – | – | 60 |
| 6 | HMNS | HMNS Perfume | 4.5% | 20 | – | 12 | – | 35 |
| 7 | Wardah | Paragon Corp | 4% | – | 25 | 35 | – | – |
| 8 | Le Labo | Estée Lauder | 2.7% | 12 | 20 | 8 | – | – |
| 9 | Gucci | Kering | 2.4% | – | – | 12 | 24 | – |
| 10 | M&S | Marks & Spencer | 2.3% | – | – | – | 35 | – |
| 11 | Axe | Unilever | 2.3% | 35 | – | – | – | – |
| 12 | Byredo | Puig | 2.2% | – | 25 | – | 8 | – |
| 13 | Victoria's Secret | Victoria's Secret & Co. | 2.1% | 12 | – | 20 | – | – |
| 14 | Lancôme | L'Oréal | 2.1% | 8 | – | 8 | 8 | 8 |
| 15 | Versace | Euroitalia / Versace | 2.1% | 12 | – | – | 8 | 12 |
| 16 | Hugo Boss | Coty | 1.9% | – | 8 | – | – | 20 |
| 17 | Maison Margiela | L'Oréal | 1.6% | – | 12 | – | 12 | – |
| 18 | YSL | L'Oréal | 1.3% | – | – | – | 20 | – |
| 19 | Giorgio Armani | L'Oréal | 1.3% | – | – | 20 | – | – |
| 20 | Armani | L’Oréal | 1.3% | 20 | – | – | – | – |
Questions about AI fragrance recommendations
- Which fragrance brand does ChatGPT recommend most in Indonesia?
- ChatGPT recommends Chanel most often for fragrance in Indonesia. Across all assistants, Dior leads with 18.9% of recommendations.
- Which fragrance brand is improving fastest in Indonesia?
- M&S has the strongest momentum among challengers: AI names it first in 1 of 1 answers where it appears, while holding 2.3% share. This is the first Q4 2026 reading; change over time will be shown from the next update.
- How is the ranking calculated?
- We ask each AI assistant the questions shoppers ask in each category and market, record the top five brands it names, and give 35, 25, 20, 12 and 8 points for positions one to five. Share is a brand's points divided by all points awarded.
Fragrance: AI rankings by country
Covers: Men’s Fragrances, Unisex Fragrances, Women’s Fragrances.
Method: each AI assistant is asked the shopper questions for every segment in the category and market; the top five brands named score 35, 25, 20, 12 and 8 points. Share is a brand's points divided by all points awarded. Rankings reflect AI answers, not sales.
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