Which paper product brands do AI assistants recommend in United States? Q4 2026
In United States, AI assistants most often recommend Scott's, Kleenex and Charmin for paper products. Scott's is named by 5 of 5 assistants.
What the data says
Scott's (Kimberly-Clark) is the paper product brand AI assistants recommend most in United States, taking 15.1% of all recommendation points across 5 assistants. Kleenex follows with 11.7% and Charmin is third with 11.7%.
Scott's's lead over Kleenex is 3.4 points, a clear advantage in how AI shortlists the category.
ChatGPT, Claude, Gemini and Grok put Scott's first, while DeepSeek favours Kleenex.
The top five brands hold 59% of recommendations out of 15 brands named in total, leaving room for challengers to break into AI shortlists.
| # | Brand | Owner | AI share | ChatGPT | Claude | DeepSeek | Gemini | Grok |
|---|---|---|---|---|---|---|---|---|
| 1 | Scott's | Kimberly-Clark | 15.1% | 40 | 50 | 32 | 40 | 65 |
| 2 | Kleenex | Kleenex | 11.7% | 35 | 35 | 35 | 35 | 35 |
| 3 | Charmin | Procter & Gamble | 11.7% | 35 | 35 | 35 | 35 | 35 |
| 4 | Bounty | Procter & Gamble | 11.7% | 35 | 35 | 35 | 35 | 35 |
| 5 | Cottonelle | Kimberly-Clark | 8.5% | 37 | 20 | 25 | 25 | 20 |
| 6 | Puffs | Procter & Gamble | 8.3% | 25 | 25 | 25 | 25 | 25 |
| 7 | Brawny | Georgia-Pacific | 5.8% | 12 | – | 25 | 25 | 25 |
| 8 | Angel Soft | Georgia-Pacific | 5.6% | 12 | 20 | 20 | 8 | 24 |
| 9 | Viva | Kimberly-Clark | 5.4% | 25 | 20 | 12 | 12 | 12 |
| 10 | Scotties | Kimberly-Clark | 5.3% | 20 | 20 | 20 | 20 | – |
| 11 | Seventh Generation | Unilever | 3.2% | 8 | 32 | – | – | 8 |
| 12 | Sparkle | Independent | 2.7% | 8 | 8 | 8 | 8 | 8 |
| 13 | Quilted Northern | Georgia-Pacific | 2.4% | 8 | – | 8 | 12 | 8 |
| 14 | Uphamol | Upha Pharmaceuticals | 1.6% | – | – | 12 | 12 | – |
| 15 | Great Value | Walmart | 1.1% | – | – | 8 | 8 | – |
Questions about AI paper product recommendations
- Which paper product brand does ChatGPT recommend most in United States?
- ChatGPT recommends Scott's most often for paper product in United States. Across all assistants, Scott's leads with 15.1% of recommendations.
- Which paper product brand is improving fastest in United States?
- Kleenex has the strongest momentum among challengers: AI names it first in 5 of 5 answers where it appears, while holding 11.7% 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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