Which paper product brands do AI assistants recommend in Indonesia? Q4 2026
In Indonesia, AI assistants most often recommend Paseo, Tessa and Nice for paper products. Paseo is named by 4 of 5 assistants.
What the data says
Paseo (Asia Pulp & Paper) is the paper product brand AI assistants recommend most in Indonesia, taking 23.9% of all recommendation points across 5 assistants. Tessa follows with 20.7% and Nice is third with 14%.
Paseo's lead over Tessa is 3.2 points, a clear advantage in how AI shortlists the category.
ChatGPT, DeepSeek and Gemini put Paseo first, while Claude favours Scott's and Grok favours Tessa.
The top five brands hold 76% of recommendations out of 21 brands named in total, so AI answers in this category are highly concentrated.
| # | Brand | Owner | AI share | ChatGPT | Claude | DeepSeek | Gemini | Grok |
|---|---|---|---|---|---|---|---|---|
| 1 | Paseo | Asia Pulp & Paper | 23.9% | 105 | – | 95 | 105 | 53 |
| 2 | Tessa | Independent | 20.7% | 60 | – | 85 | 60 | 105 |
| 3 | Nice | NICE Group | 14% | 75 | – | 60 | 75 | – |
| 4 | Kleenex | Kleenex | 9.6% | 36 | 35 | 36 | – | 37 |
| 5 | Scott's | Kimberly-Clark | 7.9% | – | 45 | – | 8 | 65 |
| 6 | Bounty | Procter & Gamble | 3.1% | – | 35 | – | – | 12 |
| 7 | Handy | Handy | 2.4% | – | 36 | – | – | – |
| 8 | Charmin | Procter & Gamble | 2.3% | – | 35 | – | – | – |
| 9 | Tempo | Essity | 1.7% | – | 25 | – | – | – |
| 10 | Renova | Renova | 1.7% | – | 25 | – | – | – |
| 11 | See-U | Independent | 1.6% | 24 | – | – | – | – |
| 12 | Livi | APP Group | 1.6% | – | – | – | 24 | – |
| 13 | Indonesian | Generic | 1.6% | – | 24 | – | – | – |
| 14 | Softies | Independent | 1.3% | – | – | – | – | 20 |
| 15 | Jolly | Independent | 1.3% | – | – | – | 20 | – |
| 16 | Scotties | Kimberly-Clark | 1.3% | – | 20 | – | – | – |
| 17 | Viva | Kimberly-Clark | 1.3% | – | 20 | – | – | – |
| 18 | Mitu | Wings Group | 1.1% | – | – | 16 | – | – |
| 19 | Local brands | Local / Independent | 0.5% | – | – | – | – | 8 |
| 20 | Multi | Independent | 0.5% | – | – | – | 8 | – |
Questions about AI paper product recommendations
- Which paper product brand does ChatGPT recommend most in Indonesia?
- ChatGPT recommends Paseo most often for paper product in Indonesia. Across all assistants, Paseo leads with 23.9% of recommendations.
- Which paper product brand is improving fastest in Indonesia?
- Charmin has the strongest momentum among challengers: AI names it first in 1 of 1 answers where it appears, while holding 2.3% 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.
Paper Products: AI rankings by country
Covers: Paper Towels, Tissues, Toilet Paper.
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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