Which oral care brands do AI assistants recommend in Australia? Q4 2026
In Australia, 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 in Australia, taking 26.6% of all recommendation points across 5 assistants. Colgate follows with 21.2% and Philips is third with 8.2%.
Oral-B's lead over Colgate is 5.4 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 69% of recommendations out of 33 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 | 26.6% | 157 | 165 | 157 | 162 | 157 |
| 2 | Colgate | Colgate-Palmolive | 21.2% | 130 | 95 | 143 | 138 | 130 |
| 3 | Philips | Philips | 8.2% | 50 | 50 | 50 | 45 | 50 |
| 4 | Sensodyne | Haleon | 7.2% | 65 | 60 | – | 25 | 65 |
| 5 | Waterpik | Church & Dwight | 6.2% | 35 | 47 | 35 | 35 | 35 |
| 6 | Listerine | Kenvue | 5.8% | 35 | 35 | 35 | 35 | 35 |
| 7 | Macleans | Haleon | 2.5% | 24 | 12 | 8 | 20 | 12 |
| 8 | Curaprox | Curaden | 2.5% | 20 | 28 | 20 | 8 | – |
| 9 | Panasonic | Meta / Ray-Ban | 2.5% | 12 | 20 | 32 | 12 | – |
| 10 | Crest | Procter & Gamble | 1.7% | 12 | – | 8 | 20 | 12 |
| 11 | Reach | Kenvue | 1.7% | – | – | 20 | 32 | – |
| 12 | Piksters | Erskine Oral Care | 1.6% | 8 | 8 | 12 | – | 20 |
| 13 | Xiaomi | Xiaomi | 1.6% | 8 | – | 20 | 8 | 12 |
| 14 | White Glo | White Glo | 1.2% | 8 | 8 | 12 | – | 8 |
| 15 | Jordan | Orkla | 1.1% | – | 20 | 12 | – | – |
| 16 | Johnson's | Johnson & Johnson | 1.1% | – | – | 8 | 12 | 12 |
| 17 | Bega | Bega | 0.8% | 8 | – | – | 8 | 8 |
| 18 | Savacol | Colgate-Palmolive | 0.8% | – | 12 | – | 12 | – |
| 19 | TePe | TePe Oral Hygiene Products | 0.7% | – | 12 | – | 8 | – |
| 20 | Oclean | Oclean / Xiaomi Ecosystem | 0.7% | 12 | 8 | – | – | – |
Questions about AI oral care recommendations
- Which oral care brand does ChatGPT recommend most in Australia?
- ChatGPT recommends Oral-B most often for oral care in Australia. Across all assistants, Oral-B leads with 26.6% of recommendations.
- Which oral care brand is improving fastest in Australia?
- Listerine has the strongest momentum among challengers: AI names it first in 5 of 5 answers where it appears, while holding 5.8% 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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