AI-recommended oral care brands: rankings in 20 countries
Worldwide, AI assistants most often recommend Oral-B, Colgate and Philips for oral care. Oral-B is named by 5 of 5 assistants.
What the data says
Oral-B (Procter & Gamble) is the oral care brand AI assistants recommend most worldwide, taking 20% of all recommendation points across 5 assistants. Colgate follows with 15.9% and Philips is third with 7.2%.
Oral-B's lead over Colgate is 4.1 points, a clear advantage in how AI shortlists the category.
Every assistant tested (ChatGPT, Claude, DeepSeek, Gemini and Grok) puts Oral-B first.
The top five brands hold 56% of recommendations out of 220 brands named in total, leaving room for challengers to break into AI shortlists.
| # | Brand | Owner | AI share | ChatGPT | Claude | DeepSeek | Gemini | Grok |
|---|---|---|---|---|---|---|---|---|
| 1 | Oral-B | Procter & Gamble | 20% | 2422 | 2578 | 2113 | 2469 | 2391 |
| 2 | Colgate | Colgate-Palmolive | 15.9% | 1844 | 2057 | 1575 | 2006 | 2079 |
| 3 | Philips | Philips | 7.2% | 822 | 484 | 1020 | 1045 | 940 |
| 4 | Waterpik | Church & Dwight | 6.3% | 794 | 787 | 610 | 712 | 887 |
| 5 | Listerine | Kenvue | 6.3% | 754 | 952 | 763 | 673 | 630 |
| 6 | Sensodyne | Haleon | 4.2% | 467 | 512 | 515 | 465 | 591 |
| 7 | Panasonic | Meta / Ray-Ban | 2.7% | 363 | 618 | 227 | 246 | 159 |
| 8 | Elmex | Colgate-Palmolive | 2.6% | 294 | 56 | 654 | 249 | 296 |
| 9 | Crest | Procter & Gamble | 2.5% | 190 | 556 | 258 | 167 | 304 |
| 10 | Xiaomi | Xiaomi | 2.4% | 297 | 316 | 281 | 292 | 230 |
| 11 | Pepsodent | Unilever | 1.4% | 156 | 168 | 195 | 148 | 196 |
| 12 | Lion | Lion | 1.3% | 179 | 173 | 90 | 127 | 203 |
| 13 | Reach | Kenvue | 1.2% | 177 | 229 | 128 | 136 | 60 |
| 14 | TePe | TePe Oral Hygiene Products | 1.2% | 259 | 12 | 122 | 92 | 236 |
| 15 | GUM | Sunstar | 1.1% | 228 | 60 | 108 | 180 | 97 |
| 16 | Curaprox | Curaden | 1.1% | 100 | 28 | 180 | 88 | 264 |
| 17 | Close-Up | Unilever | 1.1% | 108 | 145 | 142 | 78 | 171 |
| 18 | P/S | Unilever | 1% | 127 | 128 | 88 | 125 | 127 |
| 19 | Jordan | Orkla | 0.9% | 189 | 40 | 36 | 93 | 208 |
| 20 | Darlie | Hawley & Hazel | 0.9% | 93 | 118 | 129 | 93 | 124 |
Questions about AI oral care recommendations
- Which oral care brand does ChatGPT recommend most?
- ChatGPT recommends Oral-B most often for oral care. Across all assistants, Oral-B leads with 20% of recommendations.
- Which oral care brand is improving fastest?
- Listerine has the strongest momentum among challengers: AI names it first in 96 of 118 answers where it appears, while holding 6.3% 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.
Oral Care: AI rankings by country
Covers: Dental Floss, Electric Toothbrushes, Manual Toothbrushes, Mouthwash, Toothpaste, Water Flossers.
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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