Which laundry brands do AI assistants recommend in United Kingdom? Q4 2026
In United Kingdom, AI assistants most often recommend Persil, Vanish and Comfort for laundry. Persil is named by 5 of 5 assistants.
What the data says
Persil (Henkel) is the laundry brand AI assistants recommend most in United Kingdom, taking 14.1% of all recommendation points across 5 assistants. Vanish follows with 11.7% and Comfort is third with 11.1%.
The top spot is close: only 2.4 points separate Persil and Vanish, so a small change in how either brand is described online could flip the order.
Claude and Grok put Persil first, while ChatGPT favours Comfort, DeepSeek favours Fairy and Gemini favours Fairy.
The top five brands hold 56% of recommendations out of 25 brands named in total, leaving room for challengers to break into AI shortlists.
| # | Brand | Owner | AI share | ChatGPT | Claude | DeepSeek | Gemini | Grok |
|---|---|---|---|---|---|---|---|---|
| 1 | Persil | Henkel | 14.1% | 35 | 35 | 35 | 35 | 72 |
| 2 | Vanish | Reckitt | 11.7% | 35 | 35 | 35 | 35 | 35 |
| 3 | Comfort | Unilever | 11.1% | 47 | 35 | 25 | 35 | 25 |
| 4 | Lenor | Procter & Gamble | 10.5% | 25 | 25 | 35 | 25 | 47 |
| 5 | Fairy | Procter & Gamble | 8.5% | 40 | – | 40 | 40 | 8 |
| 6 | Ariel | Procter & Gamble | 8% | 25 | – | 25 | 25 | 45 |
| 7 | Dr. Beckmann | Delta Pronatura | 4.7% | 25 | – | 25 | 20 | – |
| 8 | Ace | Wing Group | 4.3% | 20 | – | 20 | 25 | – |
| 9 | Bold | Procter & Gamble | 4.3% | 12 | – | 24 | 8 | 20 |
| 10 | Ecover | SC Johnson | 2.4% | 8 | – | 8 | 12 | 8 |
| 11 | Daz | Procter & Gamble | 2.2% | – | 25 | 8 | – | – |
| 12 | Shout | SC Johnson | 2.1% | – | 12 | – | 8 | 12 |
| 13 | Dettol | Reckitt | 1.9% | – | 20 | 8 | – | – |
| 14 | OxiClean | Church & Dwight | 1.7% | – | 25 | – | – | – |
| 15 | Astonish | The London Oil Refining Company | 1.6% | 12 | – | – | 12 | – |
| 16 | Ecos | Ecos | 1.6% | – | 24 | – | – | – |
| 17 | Tesco | Tesco | 1.6% | – | 24 | – | – | – |
| 18 | Surf | Unilever | 1.3% | 8 | – | – | 12 | – |
| 19 | Downy | Procter & Gamble | 1.3% | – | – | – | – | 20 |
| 20 | Tide | Procter & Gamble | 1.3% | – | 20 | – | – | – |
Questions about AI laundry recommendations
- Which laundry brand does ChatGPT recommend most in United Kingdom?
- ChatGPT recommends Comfort most often for laundry in United Kingdom. Across all assistants, Persil leads with 14.1% of recommendations.
- Which laundry brand is improving fastest in United Kingdom?
- Vanish has the strongest momentum among challengers: AI names it first in 5 of 5 answers where it appears, while holding 11.7% 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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