Omniscan intelligence ·
UK energy suppliers AI reputation tracker
How Google, ChatGPT and Claude describe and recommend the suppliers serving UK households. Which suppliers stand out, what earns praise or criticism, and where the opportunities lie.
13 suppliers · 10 questions · 3 AI assistants
In short
Octopus Energy is named in 83% of AI answers, more than any other supplier. Among suppliers named in at least one answer in five, 100Green and Ecotricity are described most positively (100% of mentions) and Tru Energy is described most negatively (100%).
Which suppliers does AI name?
Share of answers that mention each supplier.
- Octopus Energy 83%
- British Gas 64%
- E.ON 59%
- EDF 53%
- OVO Energy 45%
- ScottishPower 41%
- 100Green 33%
- E (Gas & Electricity) 29%
- Ecotricity 29%
- Tru Energy 27%
- Utilita 27%
- Good Energy 23%
- Fuse Energy 10%
- Octopus Energy 80%
- E.ON 50%
- British Gas 46%
- EDF 44%
- OVO Energy 40%
- ScottishPower 38%
- 100Green 26%
- Utilita 16%
- E (Gas & Electricity) 14%
- Ecotricity 12%
- Good Energy 12%
- Tru Energy 10%
- Fuse Energy 6%
- Octopus Energy 100%
- British Gas 86%
- E.ON 82%
- OVO Energy 72%
- Ecotricity 66%
- EDF 62%
- ScottishPower 58%
- 100Green 56%
- E (Gas & Electricity) 46%
- Tru Energy 42%
- Utilita 34%
- Good Energy 34%
- Fuse Energy 20%
- Octopus Energy 67%
- British Gas 58%
- EDF 53%
- E.ON 44%
- Utilita 30%
- E (Gas & Electricity) 28%
- Tru Energy 28%
- ScottishPower 26%
- Good Energy 23%
- OVO Energy 21%
- 100Green 14%
- Ecotricity 7%
- Fuse Energy 5%
How does AI describe them?
Tone of each supplier's own mentions, ordered by net tone (positive minus negative).
Positive Neutral Negative
- 100Green 100% +100
- Ecotricity 100% +100
- Octopus Energy 97% +97
- Fuse Energy 93% +93
- E (Gas & Electricity) 90% +85
- Good Energy 91% +85
- E.ON 85% 14% +84
- OVO Energy 43% 12% 45% −2
- EDF 45% 49% −4
- British Gas 30% 66% −36
- Utilita 18% 11% 71% −53
- ScottishPower 15% 12% 73% −58
- Tru Energy 100% −100
Who does AI single out?
For each question: the supplier the assistants most often pick as their answer, and the one they criticise most. Percentages are shares of that question's answers.
- Which UK energy supplier has the best customer service? Picked as the answer: Octopus Energy 80% Criticised most:British Gas 90%
- Which energy supplier is cheapest right now, and should I fix my tariff? Picked as the answer: Fuse Energy 20% Criticised most:British Gas 27%
- Which UK energy suppliers get the most complaints? Criticised most:British Gas 80%
- Which UK energy supplier is the greenest? Picked as the answer: Good Energy 50%
- Which energy supplier is best for a smart meter, heat pump or solar panels? Picked as the answer: Octopus Energy 100%
- Which energy supplier is best if you are on a prepayment meter or struggling to pay? Picked as the answer: Octopus Energy 47% Criticised most:British Gas 27%
- Which UK energy supplier is best for electric car owners? Picked as the answer: Octopus Energy 73%
- How do I complain about my energy supplier, and which are worst at fixing problems? Picked as the answer: Energy Ombudsman 40% Criticised most:British Gas 100%
- Which UK energy suppliers have the most accurate billing? Picked as the answer: Octopus Energy 29% Criticised most:British Gas 86%
- Should I switch energy supplier, and who is best to switch to? Picked as the answer: Octopus Energy 53% Criticised most:EDF 33%
Picked as the answer Singled out critically
Does it depend which assistant you ask?
Share of each assistant's answers that mention each supplier. The ten most named are shown.
| Supplier | ChatGPT | Claude | |
|---|---|---|---|
| Octopus Energy | 80% | 100% | 67% |
| British Gas | 46% | 86% | 58% |
| E.ON | 50% | 82% | 44% |
| EDF | 44% | 62% | 53% |
| OVO Energy | 40% | 72% | 21% |
| ScottishPower | 38% | 58% | 26% |
| 100Green | 26% | 56% | 14% |
| E (Gas & Electricity) | 14% | 46% | 28% |
| Ecotricity | 12% | 66% | 7% |
| Tru Energy | 10% | 42% | 28% |
Which sources shape the answers?
Share of answers citing each website.
- citizensadvice.org.uk 42%
- ofgem.gov.uk 37%
- which.co.uk 37%
- moneysavingexpert.com 27%
- uswitch.com 24%
- octopus.energy 17%
- moneysupermarket.com 15%
- switch-pilot.com 13%
17%
is the most any supplier's own website is cited (octopus.energy). Independent guides, regulators and comparison sites write most of the answer.
What comms teams can do about it
-
1
Prioritise the channels AI already cites
Focus service campaigns on the evidence used by Citizens Advice and Which?, and the comparisons on MoneySavingExpert and Uswitch. Track the cited pages, correct factual errors and give reviewers dated evidence of improvements.
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2
Make service improvements measurable
Publish billing accuracy, complaint resolution times and support outcomes with clear dates. Explain what changed after poor ratings. Use this evidence in communications rather than broad claims about better service.
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3
Build clearer pages for specific customer needs
Show tariff eligibility and costs for EVs, heat pumps and solar, plus accessible prepayment support. Track whether these pages earn citations and whether positive coverage improves for the relevant questions.
Method
10 questions UK customers ask, put repeatedly to ChatGPT, Claude and Google AI Overviews with the United Kingdom as the user's location, 20 September 2026. Naming figures are shares of all answers; tone figures are shares of each supplier's own mentions.
Cite as: Omniscan, “UK energy suppliers AI reputation tracker”, September 2026, https://www.omniscan.ai/ai-benchmarks/uk-energy-suppliers
See how the press covers suppliers: UK energy suppliers media reputation tracker →