AI-recommended laundry brands: rankings in 20 countries
Worldwide, AI assistants most often recommend Vanish, Ariel and Downy for laundry. Vanish is named by 5 of 5 assistants.
What the data says
Vanish (Reckitt) is the laundry brand AI assistants recommend most worldwide, taking 9.3% of all recommendation points across 5 assistants. Ariel follows with 7.8% and Downy is third with 6%.
The top spot is close: only 1.5 points separate Vanish and Ariel, so a small change in how either brand is described online could flip the order.
ChatGPT, DeepSeek and Gemini put Vanish first, while Claude favours OxiClean and Grok favours Ariel.
The top five brands hold 33% of recommendations out of 242 brands named in total, leaving room for challengers to break into AI shortlists.
| # | Brand | Owner | AI share | ChatGPT | Claude | DeepSeek | Gemini | Grok |
|---|---|---|---|---|---|---|---|---|
| 1 | Vanish | Reckitt | 9.3% | 550 | 445 | 590 | 575 | 620 |
| 2 | Ariel | Procter & Gamble | 7.8% | 476 | 425 | 316 | 347 | 762 |
| 3 | Downy | Procter & Gamble | 6% | 302 | 420 | 360 | 303 | 418 |
| 4 | Lenor | Procter & Gamble | 5.1% | 220 | 470 | 263 | 217 | 365 |
| 5 | Comfort | Unilever | 5% | 258 | 460 | 257 | 285 | 250 |
| 6 | Tide | Procter & Gamble | 4.7% | 148 | 290 | 322 | 175 | 483 |
| 7 | Persil | Henkel | 4.4% | 177 | 450 | 182 | 178 | 326 |
| 8 | OMO | Unilever | 4.2% | 155 | 350 | 157 | 115 | 485 |
| 9 | OxiClean | Church & Dwight | 3.4% | 145 | 485 | 250 | 94 | 50 |
| 10 | Shout | SC Johnson | 2.2% | 50 | 262 | 70 | 115 | 158 |
| 11 | Surf | Unilever | 1.8% | 145 | – | 139 | 119 | 128 |
| 12 | Ecos | Ecos | 1.6% | – | 479 | – | – | – |
| 13 | Dr. Beckmann | Delta Pronatura | 1.6% | 150 | – | 123 | 140 | 64 |
| 14 | Frosch | Werner & Mertz | 1.5% | 16 | 365 | 32 | 12 | 24 |
| 15 | Gain | Procter & Gamble | 1.1% | 74 | – | 100 | 90 | 74 |
| 16 | Attack | Kao | 1.1% | 177 | – | 20 | 67 | 60 |
| 17 | So Klin | Wing Group | 0.9% | 57 | – | 85 | 57 | 75 |
| 18 | Snuggle | Henkel | 0.9% | 52 | 40 | 104 | 36 | 40 |
| 19 | Skippy | Hormel Foods | 0.9% | 40 | – | 49 | 50 | 130 |
| 20 | Breeze | Unilever | 0.8% | 75 | – | 28 | 80 | 60 |
Questions about AI laundry recommendations
- Which laundry brand does ChatGPT recommend most?
- ChatGPT recommends Vanish most often for laundry. Across all assistants, Vanish leads with 9.3% of recommendations.
- Which laundry brand is improving fastest?
- Downy has the strongest momentum among challengers: AI names it first in 40 of 59 answers where it appears, while holding 6% 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.
Laundry: AI rankings by country
Covers: Detergent, Softener, Stain Removers.
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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