Which fragrance brands do AI assistants recommend in Thailand? Q4 2026
In Thailand, 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 Thailand, taking 22.3% of all recommendation points across 5 assistants. Chanel follows with 19.3% and Jo Malone is third with 10.1%.
Dior's lead over Chanel is 3 points, a clear advantage in how AI shortlists the category.
Claude and Grok put Dior first, while ChatGPT favours Chanel, DeepSeek favours Chanel and Gemini favours Chanel.
The top five brands hold 63% of recommendations out of 27 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 | 22.3% | 60 | 60 | 60 | 60 | 95 |
| 2 | Chanel | Chanel | 19.3% | 60 | 25 | 60 | 60 | 85 |
| 3 | Jo Malone | Jo Malone | 10.1% | 25 | 47 | 35 | 25 | 20 |
| 4 | Calvin Klein | Coty | 7.1% | 43 | 12 | 8 | 35 | 8 |
| 5 | Gucci | Kering | 4.3% | 20 | – | 12 | 32 | – |
| 6 | Lancôme | L'Oréal | 4% | 12 | 8 | 20 | 8 | 12 |
| 7 | Versace | Euroitalia / Versace | 4% | 20 | – | 8 | 12 | 20 |
| 8 | Le Labo | Estée Lauder | 3.8% | 12 | 25 | 20 | – | – |
| 9 | Byredo | Puig | 2.9% | – | 20 | 12 | 12 | – |
| 10 | Bleu de Chanel | Chanel | 2.3% | – | 35 | – | – | – |
| 11 | Davidoff | Coty | 2.1% | – | 20 | 12 | – | – |
| 12 | Maison Margiela | L'Oréal | 2.1% | – | 12 | – | 20 | – |
| 13 | Diptyque | Diptyque | 1.9% | 20 | 8 | – | – | – |
| 14 | Aqua Di Parma | LVMH | 1.7% | – | – | 25 | – | – |
| 15 | YSL | L'Oréal | 1.3% | – | – | – | 20 | – |
| 16 | Marc Jacobs | Coty | 1.3% | – | – | – | – | 20 |
| 17 | Cute Press | SSUP Holdings | 1.3% | – | 20 | – | – | – |
| 18 | Giorgio Armani | L'Oréal | 1.3% | – | – | 20 | – | – |
| 19 | Victoria's Secret | Victoria's Secret & Co. | 1.1% | 8 | – | 8 | – | – |
| 20 | Paco Rabanne | Puig | 1.1% | – | 8 | – | 8 | – |
Questions about AI fragrance recommendations
- Which fragrance brand does ChatGPT recommend most in Thailand?
- ChatGPT recommends Chanel most often for fragrance in Thailand. Across all assistants, Dior leads with 22.3% of recommendations.
- Which fragrance brand is improving fastest in Thailand?
- Bleu de Chanel 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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