This article draws on YouGov BrandIndex data collected from March 1, 2026 to July 31, 2026, unless otherwise stated. The primary Preference, Accuracy and Personal Impact rankings cover UK AI users, with minimum bases of n> 6,740.
The biggest-movers analysis compares July 1 to July 31, 2026 with March 1 to March 31, 2026. Minimum bases are n> 1,670 for the current period and n> 100 for the comparison period. The table is sorted by absolute movement and includes both gains and declines. Alexa and Siri are excluded from the movers table because they were not tracked in the category in March.
The worker comparison covers knowledge workers and frontline workers, with minimum bases of n> 2,120 and n> 650, respectively.
Accuracy is based on the question: “Which of the following AI tools do you think provides accurate or inaccurate information?” The Net score is calculated as the share who say the tool provides accurate information minus the share who say it provides inaccurate information.
Personal Impact is based on the question: “Which of the following AI tools have a positive or negative impact on how you work, think, or feel?” The Net score is calculated as the share who say the tool has a positive impact minus the share who say it has a negative impact.
YouGov BrandIndex tracks 18 AI brands in the UK. For this ranking, Canva Magic Studio, DALL·E, Midjourney, DeepMind, and LLaMA were excluded from the published tables because the analysis focuses on consumer-facing, general-purpose AI assistant tools. These excluded brands are either primarily associated with specialist image-generation or creative tools, research/company brands, or model families rather than broad consumer AI assistants.
The worker comparison uses two audience groupings. Knowledge workers job titles used include: Nurse, Doctor or Surgeon, Dentist, Other Health-related professional, Network Manager, Software Developer or Computer Programmer, Systems Administrator, Other IT professional, Accountant, Commercial or Investment banker, Financial or business analyst, Investment or financial advisor, Retail or personal banker / loan officer, Other Finance professional, Compensation or benefits professional, Recruiter, Trainer or professional development, Other HR Professional, Sales person / Account Executive, Sales support / Account Manager, Other Sales or Sales support role, Architect, Artist, graphic artist, visual design specialist, Attorney or Lawyer, Engineer, Executive Assistant / Administrative Assistant, Management Consultant, Market researcher, Scientific researcher, Teacher or Professor, Writer or journalist, Commissioned officer, Veterinarian, Marketing and related disciplines (PR / Brand / Insight etc), Media Agency Professional (e.g. buyer/planner), Insurance Agent
Frontline and operational workers job titles used include: Caregiver, Call centre professional, Sales associate / sales clerk / cashier, Clerk, Cook / chef, Driver (e.g., truck, bus, taxi), Food service waitstaff, Security guard, Trade specialist (e.g., Carpenter, Plumber, Electrician, Pipefitter), Non-commissioned officer, Enlisted, Police officer, corrections officer, or other law enforcement, Hairdresser, Painter, Craftsman, Decorator
*The image accompanying this article was made by AI
About YouGov BrandIndex
YouGov BrandIndex is an always-on brand tracking tool that measures consumer perceptions of thousands of brands across sectors and markets. It helps marketers monitor brand health, benchmark competitors, identify audience-specific strengths and weaknesses, and understand how perceptions change over time.