Which oral care brands do AI assistants recommend in Thailand? Q4 2026
In Thailand, AI assistants most often recommend Colgate, Oral-B and Philips for oral care. Colgate is named by 5 of 5 assistants.
What the data says
Colgate (Colgate-Palmolive) is the oral care brand AI assistants recommend most in Thailand, taking 20.6% of all recommendation points across 5 assistants. Oral-B follows with 18% and Philips is third with 7.7%.
The top spot is close: only 2.6 points separate Colgate and Oral-B, so a small change in how either brand is described online could flip the order.
ChatGPT, Claude, DeepSeek and Gemini put Colgate first, while Grok favours Oral-B.
The top five brands hold 58% of recommendations out of 29 brands named in total, leaving room for challengers to break into AI shortlists.
| # | Brand | Owner | AI share | ChatGPT | Claude | DeepSeek | Gemini | Grok |
|---|---|---|---|---|---|---|---|---|
| 1 | Colgate | Colgate-Palmolive | 20.6% | 120 | 120 | 128 | 140 | 110 |
| 2 | Oral-B | Procter & Gamble | 18% | 82 | 95 | 127 | 118 | 117 |
| 3 | Philips | Philips | 7.7% | 25 | 45 | 50 | 50 | 60 |
| 4 | Listerine | Kenvue | 6.1% | 43 | 35 | 35 | 35 | 35 |
| 5 | Waterpik | Church & Dwight | 5.5% | 35 | 35 | 35 | 35 | 25 |
| 6 | Darlie | Hawley & Hazel | 5.4% | 40 | 25 | 49 | 24 | 24 |
| 7 | Xiaomi | Xiaomi | 5.1% | 40 | 32 | 28 | 20 | 32 |
| 8 | Systema | Lion Corporation | 4.3% | 8 | 44 | 20 | 37 | 20 |
| 9 | Sensodyne | Haleon | 4.1% | 37 | 20 | 28 | 25 | 12 |
| 10 | P/S | Unilever | 3.2% | 25 | 20 | – | 12 | 40 |
| 11 | Panasonic | Meta / Ray-Ban | 3.1% | 24 | 37 | 32 | – | – |
| 12 | Close-Up | Unilever | 3% | 20 | 32 | 12 | – | 25 |
| 13 | Sparkle | Independent | 2.2% | 37 | – | – | 8 | 20 |
| 14 | Dentiste | Siam Health Group | 2.1% | 16 | 8 | 12 | 20 | 8 |
| 15 | GUM | Sunstar | 1.5% | 20 | 12 | – | – | 12 |
| 16 | Reach | Kenvue | 1.3% | – | – | 20 | 20 | – |
| 17 | Lion | Lion | 1.2% | 12 | 12 | – | – | 12 |
| 18 | Oclean | Oclean / Xiaomi Ecosystem | 1.1% | 8 | 16 | – | 8 | – |
| 19 | Jordan | Orkla | 0.9% | – | – | 8 | – | 20 |
| 20 | Close Up | Unilever | 0.7% | – | – | – | 20 | – |
Questions about AI oral care recommendations
- Which oral care brand does ChatGPT recommend most in Thailand?
- ChatGPT recommends Colgate most often for oral care in Thailand. Across all assistants, Colgate leads with 20.6% of recommendations.
- Which oral care brand is improving fastest in Thailand?
- Listerine has the strongest momentum among challengers: AI names it first in 5 of 6 answers where it appears, while holding 6.1% 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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