Which fragrance brands do AI assistants recommend in United States? Q4 2026
In United States, AI assistants most often recommend Dior, Chanel and Calvin Klein 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 United States, taking 17.8% of all recommendation points across 5 assistants. Chanel follows with 17.1% and Calvin Klein is third with 8.3%.
The top spot is close: only 0.7 points separate Dior and Chanel, so a small change in how either brand is described online could flip the order.
ChatGPT and DeepSeek put Dior first, while Claude favours Calvin Klein, Gemini favours Chanel and Grok favours Chanel.
The top five brands hold 57% 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 | 17.8% | 55 | 32 | 60 | 60 | 60 |
| 2 | Chanel | Chanel | 17.1% | 50 | 52 | 35 | 60 | 60 |
| 3 | Calvin Klein | Coty | 8.3% | – | 90 | – | 35 | – |
| 4 | Jo Malone | Jo Malone | 7% | 35 | – | 25 | 25 | 20 |
| 5 | Le Labo | Estée Lauder | 6.9% | 25 | – | 35 | 8 | 35 |
| 6 | Marc Jacobs | Coty | 4% | 8 | – | 20 | 20 | 12 |
| 7 | Byredo | Puig | 3.8% | 20 | – | 12 | – | 25 |
| 8 | Versace | Euroitalia / Versace | 3.5% | 12 | – | 20 | – | 20 |
| 9 | Tom Ford | Estée Lauder | 3.5% | 8 | – | 8 | 20 | 16 |
| 10 | Maison Margiela | L'Oréal | 3.5% | 12 | 8 | 20 | 12 | – |
| 11 | Bath & Body Works | Bath & Body Works | 2.9% | 35 | – | – | 8 | – |
| 12 | Cologne by Axe | Unilever | 2.3% | – | 35 | – | – | – |
| 13 | Victoria's Secret | Victoria's Secret & Co. | 2.1% | – | – | – | 12 | 20 |
| 14 | Estée Lauder | Estée Lauder | 1.7% | – | 25 | – | – | – |
| 15 | Polo Ralph Lauren | L’Oréal | 1.7% | – | 25 | – | – | – |
| 16 | Bleu de Chanel | Chanel | 1.7% | – | – | 25 | – | – |
| 17 | Issey Miyake | Shiseido | 1.7% | – | 25 | – | – | – |
| 18 | Yves Saint Laurent | L’Oréal | 1.6% | 12 | – | – | 12 | – |
| 19 | Armani | L’Oréal | 1.3% | 20 | – | – | – | – |
| 20 | Giorgio Armani | L'Oréal | 1.3% | – | – | – | 20 | – |
Questions about AI fragrance recommendations
- Which fragrance brand does ChatGPT recommend most in United States?
- ChatGPT recommends Dior most often for fragrance in United States. Across all assistants, Dior leads with 17.8% of recommendations.
- Which fragrance brand is improving fastest in United States?
- Calvin Klein has the strongest momentum among challengers: AI names it first in 3 of 4 answers where it appears, while holding 8.3% 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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