---
title: UK broadband and mobile providers AI reputation tracker – September 2026
canonical_url: https://www.omniscan.ai/ai-benchmarks/uk-broadband-mobile
type: dataset
publisher: Omniscan
sector: UK broadband and mobile providers
assistants: ChatGPT, Claude, Google
date_published: '2026-09-21'
last_updated: '2026-09-21'
companies: 18
questions: 10
data_download: https://www.omniscan.ai/ai-benchmarks/uk-broadband-mobile/data.json
summary: 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%).
---

# UK broadband and mobile providers AI reputation tracker (September 2026)

> 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%).

Interactive version: https://www.omniscan.ai/ai-benchmarks/uk-broadband-mobile

## Which providers AI names

Share of AI answers that mention each provider.

| Provider | All assistants | ChatGPT | Claude | Google |
| --- | --- | --- | --- | --- |
| Vodafone | 85% | 74% | 100% | 80% |
| EE | 83% | 78% | 94% | 76% |
| Plusnet | 61% | 48% | 76% | 60% |
| Sky | 61% | 48% | 84% | 52% |
| Virgin Media | 55% | 58% | 70% | 38% |
| O2 | 52% | 50% | 60% | 46% |
| BT | 49% | 42% | 68% | 38% |
| Three | 45% | 42% | 54% | 40% |
| Community Fibre | 44% | 36% | 58% | 38% |
| Hyperoptic | 38% | 26% | 52% | 36% |
| TalkTalk | 38% | 24% | 64% | 26% |
| Zen Internet | 37% | 32% | 44% | 34% |
| SMARTY | 31% | 22% | 36% | 36% |
| YouFibre | 25% | 22% | 40% | 14% |
| Lebara | 25% | 12% | 34% | 30% |
| Tesco Mobile | 24% | 10% | 36% | 26% |
| VOXI | 24% | 20% | 28% | 24% |
| giffgaff | 23% | 10% | 36% | 24% |

## How AI describes them

Tone of each provider's own mentions in AI answers.

| Provider | Positive | Neutral | Negative | Net tone |
| --- | --- | --- | --- | --- |
| Zen Internet | 100% | 0% | 0% | +100 |
| Community Fibre | 95% | 5% | 0% | +95 |
| Hyperoptic | 91% | 9% | 0% | +91 |
| YouFibre | 89% | 11% | 0% | +89 |
| SMARTY | 87% | 13% | 0% | +87 |
| giffgaff | 86% | 14% | 0% | +86 |
| Lebara | 84% | 16% | 0% | +84 |
| Tesco Mobile | 78% | 22% | 0% | +78 |
| VOXI | 78% | 22% | 0% | +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% | 5% | 77% | −59 |

## Who AI singles out, question by question

Shares are of the answers to that question.

- **Which UK broadband provider is the best?** Most often picked: Plusnet (27%). Most criticised: TalkTalk (47%).
- **Which UK mobile network has the best coverage?** Most often picked: EE (100%).
- **Which broadband provider is cheapest, and who has the best deals?** Most often picked: Community Fibre (13%). Most criticised: BT (27%).
- **Which UK broadband and mobile providers get the most complaints?** Most often picked: Plusnet (7%). Most criticised: TalkTalk (100%).
- **Which UK broadband provider is most reliable for working from home and streaming?** Most often picked: Zen Internet (33%). Most criticised: Virgin Media (33%).
- **Which UK mobile network is best value for a SIM-only deal?** Most often picked: SMARTY (20%). Most criticised: Vodafone (53%).
- **Which UK providers raise prices mid-contract, and how do I avoid it?** Most often picked: Zen Internet (13%). Most criticised: Vodafone (93%).
- **Which UK broadband provider is best for full fibre?** Most often picked: Vodafone (60%). Most criticised: TalkTalk (20%).
- **Which UK mobile network is best for travelling in Europe?** Most often picked: O2 (93%). Most criticised: EE (67%).
- **Which UK providers have the best social tariffs for people on low incomes?** Most often picked: Hyperoptic (40%). Most criticised: Plusnet (27%).

## By assistant

- ChatGPT: EE is named most often (78% of its answers).
- Claude: Vodafone is named most often (100% of its answers).
- Google: Vodafone is named most often (80% of its answers).

## Sources AI cites

| Website | Answers citing it |
| --- | --- |
| 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% |

The most-cited provider website is vodafone.co.uk (15% of answers).

## 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. Recommendations for communications teams and the full PDF report are available on the interactive page.

## How to cite

Omniscan, "UK broadband and mobile providers AI reputation tracker", September 2026. https://www.omniscan.ai/ai-benchmarks/uk-broadband-mobile