Which oral care brands do AI assistants recommend in Indonesia? Q4 2026
In Indonesia, AI assistants most often recommend Pepsodent, Oral-B and Colgate for oral care. Pepsodent is named by 5 of 5 assistants.
What the data says
Pepsodent (Unilever) is the oral care brand AI assistants recommend most in Indonesia, taking 17.4% of all recommendation points across 5 assistants. Oral-B follows with 16.6% and Colgate is third with 15.3%.
The top spot is close: only 0.8 points separate Pepsodent and Oral-B, so a small change in how either brand is described online could flip the order.
ChatGPT, Claude and DeepSeek put Pepsodent first, while Gemini favours Oral-B and Grok favours Colgate.
The top five brands hold 63% of recommendations out of 27 brands named in total, leaving room for challengers to break into AI shortlists.
| # | Brand | Owner | AI share | ChatGPT | Claude | DeepSeek | Gemini | Grok |
|---|---|---|---|---|---|---|---|---|
| 1 | Pepsodent | Unilever | 17.4% | 95 | 115 | 110 | 88 | 115 |
| 2 | Oral-B | Procter & Gamble | 16.6% | 82 | 115 | 110 | 145 | 47 |
| 3 | Colgate | Colgate-Palmolive | 15.3% | 95 | 50 | 95 | 82 | 137 |
| 4 | Philips | Philips | 7.4% | 25 | 37 | 50 | 85 | 25 |
| 5 | Xiaomi | Xiaomi | 6.6% | 45 | 40 | 32 | 40 | 40 |
| 6 | Listerine | Kenvue | 6.2% | 47 | 35 | 35 | 35 | 35 |
| 7 | Waterpik | Church & Dwight | 5.5% | 35 | 35 | 35 | – | 60 |
| 8 | Sensodyne | Haleon | 4.1% | 28 | 28 | 28 | 20 | 20 |
| 9 | Formula | Generic / Private Label | 3.8% | 28 | 20 | 20 | 25 | 20 |
| 10 | Panasonic | Meta / Ray-Ban | 3.4% | 32 | 37 | 32 | – | – |
| 11 | Close-Up | Unilever | 2.9% | 12 | 24 | 25 | – | 25 |
| 12 | Betadine | Mundipharma | 1.5% | – | 20 | – | 12 | 12 |
| 13 | Systema | Lion Corporation | 1.2% | – | – | 8 | 8 | 20 |
| 14 | Oclean | Oclean / Xiaomi Ecosystem | 1.1% | 8 | 16 | – | 8 | – |
| 15 | GUM | Sunstar | 1.1% | 20 | 12 | – | – | – |
| 16 | Ciptadent | Unilever | 0.8% | 12 | – | – | 12 | – |
| 17 | Lion | Lion | 0.8% | 8 | 8 | – | – | 8 |
| 18 | Dr. BEI | Dr. BEI | 0.7% | 12 | – | – | – | 8 |
| 19 | Watsons | A.S. Watson | 0.7% | – | – | 8 | – | 12 |
| 20 | Darlie | Hawley & Hazel | 0.5% | 8 | – | – | – | 8 |
Questions about AI oral care recommendations
- Which oral care brand does ChatGPT recommend most in Indonesia?
- ChatGPT recommends Pepsodent most often for oral care in Indonesia. Across all assistants, Pepsodent leads with 17.4% of recommendations.
- Which oral care brand is improving fastest in Indonesia?
- Listerine has the strongest momentum among challengers: AI names it first in 5 of 6 answers where it appears, while holding 6.2% 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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