AI reputation benchmarks

How Google, ChatGPT and Claude describe and recommend the airlines serving UK travellers.

10 questions customers ask

• British Airways
• easyJet
• Jet2
• Ryanair
• Wizz Air
• Virgin Atlantic
• +2

Most named

British Airways 88% of answers

Most positive

Jet2 84% of its mentions

Most criticised

Wizz Air 71% of its mentions

How Google, ChatGPT and Claude describe car brands, recommend models and answer buyers' questions.

10 questions customers ask

• Toyota
• Kia
• Honda
• Hyundai
• Škoda
• Volkswagen
• +26

Most named

Toyota 65% of answers

Most positive

Lexus 90% of its mentions

Most criticised

Vauxhall 66% of its mentions

How Google, ChatGPT and Claude describe and recommend the providers serving UK banking customers.

10 questions customers ask

• Nationwide
• NatWest
• HSBC
• Santander
• Barclays
• First Direct
• +14

Most named

Nationwide 66% of answers

Most positive

Nationwide 96% of its mentions

Most criticised

Royal Bank of Scotland 44% of its mentions

How Google, ChatGPT and Claude describe and recommend the providers serving UK consumers.

10 questions customers ask

• Vodafone
• EE
• Plusnet
• Sky
• Virgin Media
• O2
• +12

Most named

Vodafone 85% of answers

Most positive

Zen Internet 100% of its mentions

Most criticised

TalkTalk 77% of its mentions

How AI discusses companies and brands in relation to trust, pricing, and social and environmental issues.

10 questions customers ask

• Nestlé
• Unilever
• Coca-Cola
• PepsiCo
• Mondelēz
• Mars
• +9

Most named

Nestlé 58% of answers

Most positive

Colgate-Palmolive 32% of its mentions

Most criticised

Nestlé 96% of its mentions

How Google, ChatGPT and Claude describe and recommend the suppliers serving UK households.

10 questions customers ask

• Octopus Energy
• British Gas
• E.ON
• EDF
• OVO Energy
• ScottishPower
• +7

Most named

Octopus Energy 83% of answers

Most positive

100Green and 1 other 100% of its mentions

Most criticised

Tru Energy 100% of its mentions

How Google, ChatGPT and Claude compare food chains, recommend places to eat and discuss their reputations.

10 questions customers ask

• McDonald's
• Greggs
• KFC
• Burger King
• Subway
• Nando's
• +18

Most named

McDonald's 81% of answers

Most positive

Greggs 91% of its mentions

Most criticised

Burger King 45% of its mentions

How Google, ChatGPT and Claude describe and recommend the platforms serving UK investors.

10 questions customers ask

• AJ Bell
• Hargreaves Lansdown
• Interactive Investor
• Trading 212
• InvestEngine
• Vanguard
• +4

Most named

AJ Bell 87% of answers

Most positive

Trading 212 and 1 other 96% of its mentions

Most criticised

Hargreaves Lansdown 18% of its mentions

How Google, ChatGPT and Claude portray oil and gas companies on fuel, charging and the energy transition.

10 questions customers ask

• Shell
• BP
• ExxonMobil
• Chevron
• TotalEnergies
• Equinor
• +4

Most named

Shell 82% of answers

Most positive

TotalEnergies 45% of its mentions

Most criticised

Chevron 92% of its mentions

We asked ChatGPT, Google AI Overviews and Claude the questions shoppers actually ask about price, quality, complaints and suppliers — then counted who they named, and how they spoke about them.

5 questions customers ask

• Aldi
• Tesco
• Lidl
• Morrisons
• Sainsbury's
• Asda
• +5

Most named

Aldi 83% of answers

Most positive

Marks & Spencer 86% of its mentions

Most criticised

Morrisons and 1 other 56% of its mentions

We asked ChatGPT, Google AI Overviews and Claude the questions bill-payers actually ask about sewage, bonuses, bills and public ownership — then counted who they named, and how they spoke about them.

5 questions customers ask

• Thames Water
• Severn Trent
• Yorkshire Water
• United Utilities
• South West Water
• Wessex Water
• +9

Most named

Thames Water 63% of answers

Most positive

Wessex Water 46% of its mentions

Most criticised

Yorkshire Water and 2 others 100% of its mentions