Which paper product brands do AI assistants recommend in Italy? Q4 2026
In Italy, AI assistants most often recommend Scottex, Regina and Tempo for paper products. Scottex is named by 4 of 5 assistants.
What the data says
Scottex (Kimberly-Clark) is the paper product brand AI assistants recommend most in Italy, taking 19.4% of all recommendation points across 5 assistants. Regina follows with 14.6% and Tempo is third with 12.9%.
Scottex's lead over Regina is 4.8 points, a clear advantage in how AI shortlists the category.
ChatGPT and DeepSeek put Scottex first, while Claude favours Tempo, Gemini favours Foxy and Grok favours Regina.
The top five brands hold 71% of recommendations out of 21 brands named in total, leaving room for challengers to break into AI shortlists.
| # | Brand | Owner | AI share | ChatGPT | Claude | DeepSeek | Gemini | Grok |
|---|---|---|---|---|---|---|---|---|
| 1 | Scottex | Kimberly-Clark | 19.4% | 90 | – | 90 | 43 | 68 |
| 2 | Regina | Sofidel | 14.6% | 62 | – | 62 | 20 | 75 |
| 3 | Tempo | Essity | 12.9% | 37 | 85 | – | 35 | 37 |
| 4 | Foxy | ICT Group | 12.1% | 40 | – | 65 | 45 | 32 |
| 5 | Kleenex | Kleenex | 11.7% | 35 | 25 | 35 | 25 | 55 |
| 6 | Bounty | Procter & Gamble | 4% | – | 35 | – | – | 25 |
| 7 | Coop | Coop | 4% | – | 36 | 24 | – | – |
| 8 | Carrefour | Carrefour | 4% | – | 60 | – | – | – |
| 9 | Lotus | Lotus | 3.4% | 16 | 35 | – | – | – |
| 10 | Regina di Cuori | Sofidel | 2.3% | – | – | – | 35 | – |
| 11 | Tenderly | Lucart | 2.1% | 20 | – | – | 12 | – |
| 12 | Foxy Asso | ICT Group | 1.7% | – | – | – | 25 | – |
| 13 | Frosch | Werner & Mertz | 1.6% | – | 24 | – | – | – |
| 14 | Scottex Tuttofare | Kimberly-Clark | 1.3% | – | – | – | 20 | – |
| 15 | Trony | Trony | 0.8% | – | – | 12 | – | – |
| 16 | Tork | Essity | 0.8% | – | – | 12 | – | – |
| 17 | Scottadex | Sofidel | 0.8% | – | – | – | 12 | – |
| 18 | Tenderly Kilimangiaro | Lucart | 0.8% | – | – | – | 12 | – |
| 19 | Cartiere | Generic | 0.5% | – | – | – | – | 8 |
| 20 | Nick Futura | Sofidel | 0.5% | – | – | – | 8 | – |
Questions about AI paper product recommendations
- Which paper product brand does ChatGPT recommend most in Italy?
- ChatGPT recommends Scottex most often for paper product in Italy. Across all assistants, Scottex leads with 19.4% of recommendations.
- Which paper product brand is improving fastest in Italy?
- Regina di Cuori 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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