Which paper product brands do AI assistants recommend in Malaysia? Q4 2026
In Malaysia, AI assistants most often recommend Kleenex, Scott's and Premier for paper products. Kleenex is named by 5 of 5 assistants.
What the data says
Kleenex is the paper product brand AI assistants recommend most in Malaysia, taking 24.3% of all recommendation points across 5 assistants. Scott's follows with 22.4% and Premier is third with 10.7%.
The top spot is close: only 1.9 points separate Kleenex and Scott's, so a small change in how either brand is described online could flip the order.
ChatGPT and DeepSeek put Kleenex first, while Claude favours Scott's, Gemini favours Scott's and Grok favours Scott's.
The top five brands hold 67% of recommendations out of 20 brands named in total, leaving room for challengers to break into AI shortlists.
| # | Brand | Owner | AI share | ChatGPT | Claude | DeepSeek | Gemini | Grok |
|---|---|---|---|---|---|---|---|---|
| 1 | Kleenex | Kleenex | 24.3% | 85 | 35 | 105 | 75 | 65 |
| 2 | Scott's | Kimberly-Clark | 22.4% | 55 | 45 | 41 | 90 | 105 |
| 3 | Premier | Independent | 10.7% | 80 | – | 57 | 24 | – |
| 4 | Vinda | Vinda | 5% | – | – | – | 75 | – |
| 5 | Royale | Paper One / APRIL Group | 4.9% | – | – | 25 | – | 49 |
| 6 | Royal Gold | Independent | 4.3% | – | – | 40 | 24 | – |
| 7 | Bounty | Procter & Gamble | 4% | – | 35 | – | – | 25 |
| 8 | Paseo | Asia Pulp & Paper | 3.5% | 52 | – | – | – | – |
| 9 | Cutie | Independent | 2.9% | – | – | 32 | 12 | – |
| 10 | Handy | Handy | 2.4% | – | 36 | – | – | – |
| 11 | Charmin | Procter & Gamble | 2.3% | – | 35 | – | – | – |
| 12 | Pulppy | Independent | 2.1% | – | – | – | – | 32 |
| 13 | Nice | NICE Group | 1.9% | 28 | – | – | – | – |
| 14 | Tempo | Essity | 1.7% | – | 25 | – | – | – |
| 15 | Renova | Renova | 1.7% | – | 25 | – | – | – |
| 16 | Malaysian | Generic | 1.6% | – | 24 | – | – | – |
| 17 | Scotties | Kimberly-Clark | 1.3% | – | 20 | – | – | – |
| 18 | Viva | Kimberly-Clark | 1.3% | – | 20 | – | – | – |
| 19 | Local brands | Local / Independent | 1.1% | – | – | – | – | 16 |
| 20 | Facial | Independent | 0.5% | – | – | – | – | 8 |
Questions about AI paper product recommendations
- Which paper product brand does ChatGPT recommend most in Malaysia?
- ChatGPT recommends Kleenex most often for paper product in Malaysia. Across all assistants, Kleenex leads with 24.3% of recommendations.
- Which paper product brand is improving fastest in Malaysia?
- Bounty has the strongest momentum among challengers: AI names it first in 1 of 2 answers where it appears, while holding 4% 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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