Which paper product brands do AI assistants recommend in Thailand? Q4 2026
In Thailand, AI assistants most often recommend Kleenex, Scott's and Cellox 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 Thailand, taking 23.3% of all recommendation points across 5 assistants. Scott's follows with 23.1% and Cellox is third with 11.1%.
The top spot is close: only 0.2 points separate Kleenex and Scott's, so a small change in how either brand is described online could flip the order.
DeepSeek puts Kleenex first, while ChatGPT favours Cellox, Claude favours Scott's, Gemini favours Scott's and Grok favours Scott's.
The top five brands hold 67% of recommendations out of 23 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 | 23.3% | 60 | 35 | 105 | 80 | 70 |
| 2 | Scott's | Kimberly-Clark | 23.1% | 85 | 45 | 16 | 95 | 105 |
| 3 | Cellox | APP Group | 11.1% | 95 | – | – | 52 | 20 |
| 4 | Bounty | Procter & Gamble | 5.7% | – | 35 | 25 | – | 25 |
| 5 | IP | Independent | 4% | – | – | 60 | – | – |
| 6 | Charmin | Procter & Gamble | 4% | – | 35 | 25 | – | – |
| 7 | Pulppy | Independent | 3.5% | – | – | – | – | 52 |
| 8 | Maxmo | Independent | 3.3% | 16 | – | – | 33 | – |
| 9 | Zilk | Independent | 2.4% | 12 | – | – | 24 | – |
| 10 | Double A | Double A | 2.4% | – | – | 36 | – | – |
| 11 | Handy | Handy | 2.4% | – | 36 | – | – | – |
| 12 | Paseo | Asia Pulp & Paper | 2.1% | 32 | – | – | – | – |
| 13 | Dixie | Georgia-Pacific | 1.7% | – | – | 25 | – | – |
| 14 | Tempo | Essity | 1.7% | – | 25 | – | – | – |
| 15 | Renova | Renova | 1.7% | – | 25 | – | – | – |
| 16 | Thai | Generic | 1.6% | – | 24 | – | – | – |
| 17 | Scotties | Kimberly-Clark | 1.3% | – | 20 | – | – | – |
| 18 | Viva | Kimberly-Clark | 1.3% | – | 20 | – | – | – |
| 19 | Festa | Independent | 1.1% | – | – | – | 16 | – |
| 20 | Thai Wacoal | Thai Wacoal | 0.8% | – | – | – | – | 12 |
Questions about AI paper product recommendations
- Which paper product brand does ChatGPT recommend most in Thailand?
- ChatGPT recommends Cellox most often for paper product in Thailand. Across all assistants, Kleenex leads with 23.3% of recommendations.
- Which paper product brand is improving fastest in Thailand?
- Charmin 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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