Which fragrance brands do AI assistants recommend in United Kingdom? Q4 2026
In United Kingdom, AI assistants most often recommend Chanel, Dior and Jo Malone for fragrance. Chanel is named by 5 of 5 assistants.
What the data says
Chanel is the fragrance brand AI assistants recommend most in United Kingdom, taking 19% of all recommendation points across 5 assistants. Dior follows with 18.9% and Jo Malone is third with 15.7%.
The top spot is close: only 0.1 points separate Chanel and Dior, so a small change in how either brand is described online could flip the order.
ChatGPT, Gemini and Grok put Chanel first, while Claude favours Calvin Klein and DeepSeek favours Jo Malone.
The top five brands hold 67% 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 | Chanel | Chanel | 19% | 60 | 70 | 35 | 60 | 60 |
| 2 | Dior | LVMH | 18.9% | 60 | 44 | 60 | 60 | 60 |
| 3 | Jo Malone | Jo Malone | 15.7% | 55 | 8 | 63 | 55 | 55 |
| 4 | Calvin Klein | Coty | 8% | – | 95 | – | 25 | – |
| 5 | Le Labo | Estée Lauder | 5% | 25 | – | 25 | – | 25 |
| 6 | Tom Ford | Estée Lauder | 4% | 12 | – | 8 | 28 | 12 |
| 7 | Byredo | Puig | 3.5% | 20 | – | 12 | – | 20 |
| 8 | Marc Jacobs | Coty | 2.9% | 8 | – | 12 | 12 | 12 |
| 9 | Polo Ralph Lauren | L’Oréal | 2.3% | – | 35 | – | – | – |
| 10 | Hugo Boss | Coty | 2.1% | – | – | – | 20 | 12 |
| 11 | Maison Margiela | L'Oréal | 2.1% | 12 | – | 20 | – | – |
| 12 | Versace | Euroitalia / Versace | 1.9% | 8 | – | – | – | 20 |
| 13 | Bleu de Chanel | Chanel | 1.7% | – | – | 25 | – | – |
| 14 | Paco Rabanne | Puig | 1.6% | – | – | 12 | 12 | – |
| 15 | Estée Lauder | Estée Lauder | 1.3% | – | 20 | – | – | – |
| 16 | Armani | L’Oréal | 1.3% | 20 | – | – | – | – |
| 17 | Jean Paul Gaultier | Puig | 1.3% | – | – | 20 | – | – |
| 18 | Yves Saint Laurent | L’Oréal | 0.8% | 12 | – | – | – | – |
| 19 | Acqua Di Parma | LVMH | 0.8% | – | – | – | 12 | – |
| 20 | Issey Miyake | Shiseido | 0.8% | – | 12 | – | – | – |
Questions about AI fragrance recommendations
- Which fragrance brand does ChatGPT recommend most in United Kingdom?
- ChatGPT recommends Chanel most often for fragrance in United Kingdom. Across all assistants, Chanel leads with 19% of recommendations.
- Which fragrance brand is improving fastest in United Kingdom?
- Polo Ralph Lauren 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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