Which hair care brands do AI assistants recommend in Thailand? Q4 2026
In Thailand, AI assistants most often recommend L'Oréal, Pantene and Sunsilk for hair care. L'Oréal is named by 5 of 5 assistants.
What the data says
L'Oréal (L’Oréal) is the hair care brand AI assistants recommend most in Thailand, taking 14.8% of all recommendation points across 5 assistants. Pantene follows with 11% and Sunsilk is third with 8.8%.
L'Oréal's lead over Pantene is 3.8 points, a clear advantage in how AI shortlists the category.
Claude, DeepSeek, Gemini and Grok put L'Oréal first, while ChatGPT favours Pantene.
The top five brands hold 51% of recommendations out of 38 brands named in total, leaving room for challengers to break into AI shortlists.
| # | Brand | Owner | AI share | ChatGPT | Claude | DeepSeek | Gemini | Grok |
|---|---|---|---|---|---|---|---|---|
| 1 | L'Oréal | L’Oréal | 14.8% | 88 | 95 | 92 | 88 | 82 |
| 2 | Pantene | Procter & Gamble | 11% | 90 | 55 | 82 | 65 | 37 |
| 3 | Sunsilk | Unilever | 8.8% | 63 | 55 | 45 | 47 | 55 |
| 4 | Dove | Unilever | 8.8% | 62 | 53 | 53 | 55 | 40 |
| 5 | TRESemmé | Unilever | 7.2% | 20 | 72 | 28 | 50 | 45 |
| 6 | Schwarzkopf | Henkel | 5.7% | 50 | 33 | 44 | 25 | 20 |
| 7 | Gatsby | Mandom Corporation | 5.3% | 35 | 20 | 35 | 35 | 35 |
| 8 | Johnson's | Johnson & Johnson | 5.3% | 20 | 35 | 35 | 35 | 35 |
| 9 | Garnier | L’Oréal | 4.3% | 40 | 12 | 33 | 20 | 25 |
| 10 | Clear | Unilever | 3.5% | 12 | 12 | 25 | 20 | 35 |
| 11 | Lolane | Lolane | 3.3% | 8 | 32 | – | 35 | 25 |
| 12 | Head & Shoulders | Procter & Gamble | 2.7% | – | 25 | 35 | 12 | 8 |
| 13 | Pigeon | Pigeon | 2.6% | – | 20 | 8 | 25 | 25 |
| 14 | Mustela | Laboratoires Expanscience | 2% | – | – | 20 | 20 | 20 |
| 15 | Babi Mild | Osotspa | 1.8% | 35 | 12 | – | 8 | – |
| 16 | D-nee | D-nee | 1.7% | 25 | 25 | – | – | – |
| 17 | Rejoice | Procter & Gamble | 1.4% | – | 8 | – | 8 | 25 |
| 18 | Wella | Wella Company | 1.2% | – | 12 | 12 | 12 | – |
| 19 | Cetaphil | Galderma | 1.1% | – | 8 | 25 | – | – |
| 20 | Taft | Henkel | 0.7% | – | – | – | 20 | – |
Questions about AI hair care recommendations
- Which hair care brand does ChatGPT recommend most in Thailand?
- ChatGPT recommends Pantene most often for hair care in Thailand. Across all assistants, L'Oréal leads with 14.8% of recommendations.
- Which hair care brand is improving fastest in Thailand?
- Gatsby has the strongest momentum among challengers: AI names it first in 4 of 5 answers where it appears, while holding 5.3% 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.
Hair Care: AI rankings by country
Covers: Baby Hair Care, Conditioners, Hair Color, Hair Treatments, Shampoo & Cleansers, Styling Products.
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.
See how your brand ranks in AI answers.
Get a free report: where AI names you, where it leaves you out, and the product page, pack and message fixes that change it.