Which sexual wellness brands do AI assistants recommend in Italy? Q4 2026
In Italy, AI assistants most often recommend Durex, Control and K-Y for sexual wellness. Durex is named by 5 of 5 assistants.
What the data says
Durex (Reckitt) is the sexual wellness brand AI assistants recommend most in Italy, taking 36.2% of all recommendation points across 5 assistants. Control follows with 15.7% and K-Y is third with 9%.
Durex's lead over Control is 20.5 points, a clear advantage in how AI shortlists the category.
Every assistant tested (ChatGPT, Claude, DeepSeek, Gemini and Grok) puts Durex first.
The top five brands hold 73% 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 | Durex | Reckitt | 36.2% | 82 | 70 | 70 | 70 | 70 |
| 2 | Control | Artsana | 15.7% | 50 | – | 45 | 25 | 37 |
| 3 | K-Y | Reckitt | 9% | 20 | 25 | 25 | 20 | – |
| 4 | SKYN | LifeStyles Healthcare | 6.8% | 28 | – | 20 | 20 | – |
| 5 | pjur | pjur Group | 4.9% | 12 | 12 | – | – | 25 |
| 6 | Trojan | Church & Dwight | 3.3% | – | 33 | – | – | – |
| 7 | Lifestyles | LifeStyles Healthcare | 3.2% | – | – | 32 | – | – |
| 8 | Control Gel | Artsana | 2.5% | – | – | – | 25 | – |
| 9 | Manix | LifeStyles Healthcare | 2% | – | – | – | – | 20 |
| 10 | Kyushin | Kyushin Pharmaceutical | 2% | – | – | – | – | 20 |
| 11 | Hatú | DKT International | 2% | – | – | 8 | 12 | – |
| 12 | Akuel | LifeStyles Healthcare | 2% | 8 | – | – | 12 | – |
| 13 | Crown | Generic | 2% | – | 20 | – | – | – |
| 14 | Astroglide | BioFilm | 2% | – | 20 | – | – | – |
| 15 | Pasante | Pasante | 1.2% | – | – | – | – | 12 |
| 16 | Contex | Reckitt | 1.2% | – | 12 | – | – | – |
| 17 | RFSU | RFSU | 0.8% | – | – | – | – | 8 |
| 18 | Eros | Eros | 0.8% | – | – | – | – | 8 |
| 19 | Primex | Generic | 0.8% | – | – | – | 8 | – |
| 20 | Vagisil Gel | Combe | 0.8% | – | – | – | 8 | – |
Questions about AI sexual wellness recommendations
- Which sexual wellness brand does ChatGPT recommend most in Italy?
- ChatGPT recommends Durex most often for sexual wellness in Italy. Across all assistants, Durex leads with 36.2% of recommendations.
- Which sexual wellness brand is improving fastest in Italy?
- Control has the strongest momentum among challengers: AI names it first in 0 of 7 answers where it appears, while holding 15.7% 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.
Sexual Wellness: AI rankings by country
Covers: Sexual Wellness: Condoms, Sexual Wellness: Lubricants.
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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