Which oral care brands do AI assistants recommend in Italy? Q4 2026
In Italy, AI assistants most often recommend Oral-B, Colgate and Elmex 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 Italy, taking 23.6% of all recommendation points across 5 assistants. Colgate follows with 15% and Elmex is third with 8.5%.
Oral-B's lead over Colgate is 8.6 points, a clear advantage in how AI shortlists the category.
ChatGPT, Claude, Gemini and Grok put Oral-B first, while DeepSeek favours Elmex.
The top five brands hold 61% of recommendations out of 37 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 | 23.6% | 145 | 154 | 105 | 170 | 133 |
| 2 | Colgate | Colgate-Palmolive | 15% | 50 | 125 | 65 | 105 | 105 |
| 3 | Elmex | Colgate-Palmolive | 8.5% | 69 | – | 105 | 8 | 73 |
| 4 | Waterpik | Church & Dwight | 7% | 47 | 47 | 35 | 35 | 47 |
| 5 | Listerine | Kenvue | 6.7% | 35 | 60 | 35 | 35 | 35 |
| 6 | Philips | Philips | 6.5% | 50 | – | 50 | 45 | 50 |
| 7 | Mentadent | Unilever | 5.4% | 60 | – | 32 | 70 | – |
| 8 | Sensodyne | Haleon | 3.6% | 20 | 25 | 25 | 12 | 25 |
| 9 | Curaprox | Curaden | 2.3% | 12 | – | 20 | – | 36 |
| 10 | TePe | TePe Oral Hygiene Products | 2% | 20 | – | – | 8 | 32 |
| 11 | Sonicare | Philips | 1.9% | – | 57 | – | – | – |
| 12 | Braun | Procter & Gamble | 1.7% | 20 | – | – | – | 32 |
| 13 | Panasonic | Meta / Ray-Ban | 1.7% | 12 | 28 | – | 12 | – |
| 14 | Crest | Procter & Gamble | 1.6% | – | 48 | – | – | – |
| 15 | Xiaomi | Xiaomi | 1.2% | 16 | – | – | 20 | – |
| 16 | Curasept | Curasept | 1.2% | – | – | 28 | – | 8 |
| 17 | GUM | Sunstar | 1.1% | 12 | – | – | 20 | – |
| 18 | H2ofloss | H2ofloss | 0.9% | – | 8 | 20 | – | – |
| 19 | Burst | Burst Oral Care | 0.8% | – | – | 24 | – | – |
| 20 | Aquafresh | Haleon | 0.7% | – | 20 | – | – | – |
Questions about AI oral care recommendations
- Which oral care brand does ChatGPT recommend most in Italy?
- ChatGPT recommends Oral-B most often for oral care in Italy. Across all assistants, Oral-B leads with 23.6% of recommendations.
- Which oral care brand is improving fastest in Italy?
- Listerine has the strongest momentum among challengers: AI names it first in 5 of 6 answers where it appears, while holding 6.7% 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.
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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