Omniscan intelligence ·
UK broadband and mobile providers AI reputation tracker
How Google, ChatGPT and Claude describe and recommend the providers serving UK consumers. Which brands stand out, what earns praise or criticism, and where communications could support stronger visibility.
18 providers · 10 questions · 3 AI assistants
In short
Vodafone is named in 85% of AI answers, more than any other provider. Among providers named in at least one answer in five, Zen Internet is described most positively (100% of mentions) and TalkTalk is described most negatively (77%).
Which providers does AI name?
Share of answers that mention each provider.
- Vodafone 85%
- EE 83%
- Plusnet 61%
- Sky 61%
- Virgin Media 55%
- O2 52%
- BT 49%
- Three 45%
- Community Fibre 44%
- Hyperoptic 38%
- TalkTalk 38%
- Zen Internet 37%
- SMARTY 31%
- YouFibre 25%
- Lebara 25%
- Tesco Mobile 24%
- VOXI 24%
- giffgaff 23%
- EE 78%
- Vodafone 74%
- Virgin Media 58%
- O2 50%
- Plusnet 48%
- Sky 48%
- BT 42%
- Three 42%
- Community Fibre 36%
- Zen Internet 32%
- Hyperoptic 26%
- TalkTalk 24%
- SMARTY 22%
- YouFibre 22%
- VOXI 20%
- Lebara 12%
- Tesco Mobile 10%
- giffgaff 10%
- Vodafone 100%
- EE 94%
- Sky 84%
- Plusnet 76%
- Virgin Media 70%
- BT 68%
- TalkTalk 64%
- O2 60%
- Community Fibre 58%
- Three 54%
- Hyperoptic 52%
- Zen Internet 44%
- YouFibre 40%
- SMARTY 36%
- Tesco Mobile 36%
- giffgaff 36%
- Lebara 34%
- VOXI 28%
- Vodafone 80%
- EE 76%
- Plusnet 60%
- Sky 52%
- O2 46%
- Three 40%
- Virgin Media 38%
- BT 38%
- Community Fibre 38%
- SMARTY 36%
- Hyperoptic 36%
- Zen Internet 34%
- Lebara 30%
- TalkTalk 26%
- Tesco Mobile 26%
- VOXI 24%
- giffgaff 24%
- YouFibre 14%
How does AI describe them?
Tone of each provider's own mentions, ordered by net tone (positive minus negative).
Positive Neutral Negative
- Zen Internet 100% +100
- Community Fibre 95% +95
- Hyperoptic 91% 9% +91
- YouFibre 89% 11% +89
- SMARTY 87% 13% +87
- giffgaff 86% 14% +86
- Lebara 84% 16% +84
- Tesco Mobile 78% 22% +78
- VOXI 78% 22% +78
- Plusnet 73% 9% 18% +55
- Virgin Media 60% 10% 30% +30
- EE 57% 15% 27% +30
- Vodafone 58% 14% 28% +30
- BT 57% 11% 32% +25
- Sky 45% 36% 20% +25
- O2 45% 17% 38% +7
- Three 31% 29% 40% −9
- TalkTalk 18% 77% −59
Who does AI single out?
For each question: the provider the assistants most often pick as their answer, and the one they criticise most. Percentages are shares of that question's answers.
- Which UK broadband provider is the best? Picked as the answer: Plusnet 27% Criticised most:TalkTalk 47%
- Which UK mobile network has the best coverage? Picked as the answer: EE 100%
- Which broadband provider is cheapest, and who has the best deals? Picked as the answer: Community Fibre 13% Criticised most:BT 27%
- Which UK broadband and mobile providers get the most complaints? Picked as the answer: Plusnet 7% Criticised most:TalkTalk 100%
- Which UK broadband provider is most reliable for working from home and streaming? Picked as the answer: Zen Internet 33% Criticised most:Virgin Media 33%
- Which UK mobile network is best value for a SIM-only deal? Picked as the answer: SMARTY 20% Criticised most:Vodafone 53%
- Which UK providers raise prices mid-contract, and how do I avoid it? Picked as the answer: Zen Internet 13% Criticised most:Vodafone 93%
- Which UK broadband provider is best for full fibre? Picked as the answer: Vodafone 60% Criticised most:TalkTalk 20%
- Which UK mobile network is best for travelling in Europe? Picked as the answer: O2 93% Criticised most:EE 67%
- Which UK providers have the best social tariffs for people on low incomes? Picked as the answer: Hyperoptic 40% Criticised most:Plusnet 27%
Picked as the answer Singled out critically
Does it depend which assistant you ask?
Share of each assistant's answers that mention each provider. The ten most named are shown.
| Provider | ChatGPT | Claude | |
|---|---|---|---|
| Vodafone | 74% | 100% | 80% |
| EE | 78% | 94% | 76% |
| Plusnet | 48% | 76% | 60% |
| Sky | 48% | 84% | 52% |
| Virgin Media | 58% | 70% | 38% |
| O2 | 50% | 60% | 46% |
| BT | 42% | 68% | 38% |
| Three | 42% | 54% | 40% |
| Community Fibre | 36% | 58% | 38% |
| Hyperoptic | 26% | 52% | 36% |
Which sources shape the answers?
Share of answers citing each website.
- uswitch.com 54%
- ofcom.org.uk 39%
- which.co.uk 31%
- moneysupermarket.com 28%
- expertreviews.co.uk 23%
- moneysavingexpert.com 18%
- broadband.co.uk 15%
- broadbandswitch.uk 15%
15%
is the most any provider's own website is cited (vodafone.co.uk). Independent guides, regulators and comparison sites write most of the answer.
What comms teams can do about it
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1
Focus campaigns on the sources AI cites
Uswitch, Which? and Expert Reviews could be useful priorities for relevant product stories. Review the pages that recur, check factual accuracy and offer current evidence that helps reviewers assess each provider.
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2
Make product differences easier to compare
Clear information on coverage, full contract costs, roaming and social-tariff eligibility could support more useful descriptions. Align claims across provider pages and the comparison guides customers encounter.
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3
Track the topics that matter to each brand
The findings suggest different strengths by subject. Choosing a few relevant questions could help teams assess whether communications activity is reflected in visibility, sentiment and the sources AI uses.
Method
10 questions UK customers ask, put repeatedly to ChatGPT, Claude and Google AI Overviews with the United Kingdom as the user's location, 21 September 2026. Naming figures are shares of all answers; tone figures are shares of each provider's own mentions.
Cite as: Omniscan, “UK broadband and mobile providers AI reputation tracker”, September 2026, https://www.omniscan.ai/ai-benchmarks/uk-broadband-mobile
See how the press covers providers: UK telecoms media reputation tracker →