UK consumer goods companies AI reputation tracker

1. Colgate-Palmolive 32% 26% 42% −10
2. Reckitt 13% 53% 33% −20
3. Procter & Gamble 19% 33% 48% −29
4. Unilever 14% 25% 61% −47
5. Danone 15% 85% −70
6. Kellogg’s 13% 88% −75
7. Kraft Heinz 88% −82
8. PepsiCo 92% −87
9. Ferrero 13% 87% −87
10. Mondelēz 91% −88
11. Mars 94% −88
12. Coca-Cola 92% −89
13. Nestlé 96% −96

Companies mentioned too rarely to judge their tone are not shown.

Who does AI single out?

For each question: the company the assistants most often pick as their answer, and the one they criticise most. Percentages are shares of that question's answers.

1. Which big consumer goods companies are the most trusted, and which are the least? Picked as the answer: Procter & Gamble 33% Criticised most:Nestlé 56%
2. Which company actually makes the brands in my kitchen and bathroom? No company singled out
3. Which household brands have shrunk their products while charging the same or more? Criticised most:Nestlé 78%
4. Are the big food and consumer goods companies profiteering from inflation? No company singled out
5. Which food companies make the most ultra-processed food, and which should I avoid? Criticised most:Nestlé 100%
6. Which brands market junk food to children? Criticised most:Coca-Cola 89%
7. Which brands are greenwashing, and which sustainability claims are genuine? Picked as the answer: Patagonia 33% Criticised most:Coca-Cola 56%
8. Which household brands are worst for plastic packaging and waste? Criticised most:Coca-Cola 100%
9. Which consumer goods companies are linked to palm oil deforestation or bad supply-chain practices? Criticised most:Unilever 100%
10. Which big brands should I boycott, and why? Picked as the answer: Ethical Consumer 13% Criticised most:Coca-Cola 63%

Picked as the answer Singled out critically

Does it depend which assistant you ask?

Share of each assistant's answers that mention each company. The ten most named are shown.

Which sources shape the answers?

Share of answers citing each website.

What comms teams can do about it

1. 1

   Prioritise campaigns in channels AI already cites

   Use citation frequency alongside audience reach to choose campaign targets. Prioritise relevant Which? and The Grocer journalists, and expert content on LinkedIn. Offer original research and verified results tailored to their coverage. Allocate outreach budget to these targets and track whether the resulting coverage is cited.

2. 2

   Publish a dated plastic-packaging fact sheet

   For Coca-Cola and PepsiCo, set out total plastic used, virgin plastic, recycled content and progress against a stated baseline. Separate UK and global figures; link to verification. Give the same evidence to authors of cited plastic coverage.

3. 3

   Explain pack-size changes product by product

   For products named in shrinkflation answers, publish the old and new weight, change date and reason. Where comparable prices are available, show price per 100g or 100ml and state the retailer and date. Make the change easy to check.

4. 4

   Give brand teams answers to corporate issues

   Prepare a short public Q&A for affected brands: who owns the brand, whether the issue applies to its products, and what has changed. Link each answer to product-specific evidence, rather than a general corporate pledge.