The Gist 100ConsumerOctober 2026
Electric toothbrushes: two fixed names and a rotating third
Philips Sonicare appears in 96% of AI answers about electric toothbrushes and Oral-B in 92%, yet Oral-B is the brand named first in 56% of them. Every other brand competes for a third slot, and its holder changes with the question.
By Gist GEO team · October 2026
Share of AI answers about electric toothbrushes that name each brand
AI answers about electric toothbrushes nearly always contain the same two brands. Gist asked ChatGPT, Perplexity, Claude and Google AI Overviews eight buying questions in October 2026 and counted 305 answers. Philips Sonicare appears in 96% of them, averaged across the four assistants, and Oral-B in 92%. Both score 100% on two of the eight questions.
After them comes a drop of 55 points. Suri, in third, appears in 37% of answers, Quip and Pro-Sys in 12% each and usmile in 10%. The answers name 20 brands at least once, and a typical answer has room for 3.1 of them. With two places all but taken, the contest is for the name that comes next. That name changes with the question: Suri on travel, Pro-Sys on sensitive gums, usmile on which brushes last longest.
The less obvious story sits inside the top two. Philips Sonicare is in more answers, but Oral-B is the first brand named in 56% of them, against 26% for its rival. Several of the answers Gist collected open with an Oral-B brush as the choice for most buyers and then offer a Sonicare as the alternative. Presence and position are separate contests here, and each leader wins one.
Four points separate the leaders, 96% to 92%, and two questions produce most of the gap. On the cheap question Philips Sonicare scores 100% and Oral-B 85%. On travel Philips Sonicare leads 86% to 73%. On four of the other six questions the two are level, and on a fifth they sit one point apart. Oral-B leads only on the worth-paying-more question, 96% to 93%. With both names in nearly every answer, the contest between them comes down to which kinds of question each is the default for.
No challenger holds third across the board. Suri comes closest, at 37% overall, and on travel it reaches 70%, three points behind Oral-B. On the cheap question Suri scores 0, and the places behind the leaders go to Colgate at 28% and Ordo at 25%. Pro-Sys appears in 60% of answers on sensitive gums and scores 0 on four other questions. On the longest-lasting question usmile reaches 50%, with Oclean at 48%. Each of these brands is named for a specific job. A challenger's score tracks how many of the eight questions its use case touches.
ChatGPT names 2.4 brands per answer and names both leaders in 99% of its answers. Its third most-named brand, Suri, is at 19%, and nothing else passes 6%. Google AI Overviews also names 2.4 brands per answer but spreads them differently: both leaders score lowest there, at 86% and 77%, and Suri reaches 52%. Claude names 4.6 brands per answer, and challengers fill the extra space: Suri at 57%, Pro-Sys at 29%, usmile at 24%. A smaller brand's score is largely a story about one or two assistants, so the overall number is worth reading assistant by assistant.
Philips Sonicare's own website is cited in 18% of answers and Oral-B's in 19%, against 3% each for Suri and Quip. ChatGPT explains much of the gap. Its two most-cited sources are philips.com, in 70% of its answers, and oralb.com, in 64%. Google AI Overviews and Claude cite oralb.com in 0% of theirs. Claude shows a different pattern. A site carrying the usmile name appears in 62% of its answers, and it names usmile in 24%, the brand's highest score on any assistant. The counts prove no cause, but they make product pages worth an assistant-by-assistant look.
Who each company is, and how it shows up in the answers
96% of AI answers
Philips Sonicare is a line of electric toothbrushes made by Philips, the Dutch health technology company based in Amsterdam. The brush head vibrates hundreds of times per second. The first Sonicare toothbrush was introduced in 1992, and Philips acquired the company that made it in 2000.
Since 1992 · Amsterdam, Netherlands · Part of Philips
Answers present its sonic brushes, the 4100 among them, as sensible value picks with a pressure sensor, an elongated head and a feel they call gentler. It scores 100% on three of the eight questions, the cheap one included.
92% of AI answers
Oral-B is an American oral hygiene brand owned by Procter & Gamble. Its products include toothbrushes, electric toothbrushes, toothpastes and mouthwashes. California periodontist Robert Hutson created the first Oral-B toothbrush, and Procter & Gamble gained the brand when it bought Gillette in 2005.
Cincinnati · Part of Procter & Gamble
Round oscillating heads and a range of brushes run through its mentions. Answers call the Pro 1000 a value choice and credit the iO series with pressure sensors and smart features. It is the first brand named in 56% of answers and leads the worth-paying-more question at 96%.
37% of AI answers
Suri sells sonic electric toothbrushes, replacement brush heads and refillable toothpaste. It says its brush is smaller than most electric toothbrushes and is designed to be opened up so the parts can be recovered, reused and recycled. Suri launched its sonic toothbrush in 2022 and is B Corp accredited.
Founded 2022
Sustainability and travel are the two reasons answers give for naming it: plant-based heads, a slim body and a charge that lasts for weeks. It reaches 70% on the travel question, three points behind Oral-B, and 0 on the cheap one. Claude names it in 57% of answers, ChatGPT in 19%.
12% of AI answers
Subscription oral care brand with a simple electric toothbrush.
Minimalism is the pitch the answers repeat: a slim brush on a replaceable AAA battery, suggested for travel and for buyers who would rather not recharge. Perplexity names it in 28% of answers and ChatGPT in 1%. Its strongest questions are brands to buy at 31% and longest-lasting at 30%.
12% of AI answers
Maker of the VarioSonic electric toothbrush.
A single product, the Variosonic Plus+, and a single use explain its place. Answers describe it as a gentle brush with a choice of brush heads and intensity levels. It appears in 60% of answers on sensitive gums and scores 0 on four other questions and on ChatGPT.
10% of AI answers
Electric toothbrush brand.
Battery life is nearly the whole case: answers cite charges that last for months on its Y10 PRO and Y20 PRO brushes. It appears in 50% of answers on the longest-lasting question, third behind the two leaders. Claude names it in 24% of answers and Google AI Overviews in none.
The three brands named most for each question Gist asked
| Question | Named most | Second | Third |
|---|---|---|---|
| What's the best electric toothbrush? | Oral-B 100% | Philips Sonicare 100% | Suri 48% |
| Which electric toothbrush brands do you recommend? | Oral-B 100% | Philips Sonicare 100% | Suri 65% |
| What's the best cheap electric toothbrush? | Philips Sonicare 100% | Oral-B 85% | Colgate 28% |
| Which electric toothbrushes are worth paying more for? | Oral-B 96% | Philips Sonicare 93% | Suri 26% |
| What's the best electric toothbrush for sensitive gums? | Oral-B 97% | Philips Sonicare 97% | Pro-Sys 60% |
| What's the best electric toothbrush for travel? | Philips Sonicare 86% | Oral-B 73% | Suri 70% |
| I'm switching to an electric toothbrush. Which three should I compare? | Oral-B 97% | Philips Sonicare 97% | Suri 28% |
| Which electric toothbrushes last the longest? | Philips Sonicare 93% | Oral-B 92% | usmile 50% |
Share of each assistant’s answers that name the brand
| Brand | All four | ChatGPT | Perplexity | Claude | Google AI Overviews |
|---|---|---|---|---|---|
| Philips Sonicare | 96% | 99% | 100% | 99% | 86% |
| Oral-B | 92% | 99% | 96% | 96% | 77% |
| Suri | 37% | 19% | 19% | 57% | 52% |
| Quip | 12% | 1% | 28% | 16% | 2% |
| Pro-Sys | 12% | 0% | 5% | 29% | 12% |
| usmile | 10% | 4% | 12% | 24% | 0% |
The websites AI cites most on electric toothbrushes, by share of answers
Review sites and publishers carry this category. TechRadar is cited in 38% of answers, Forbes in 37%, CNET in 32% and Wirecutter at The New York Times in 30%. Forbes reaches three assistants, at 40% to 57% of their answers. Elsewhere the assistants differ: Perplexity cites CNET in 100% of its answers, and ChatGPT and Claude in 0% of theirs. Google AI Overviews cites YouTube and Wirecutter in 45% each. Claude's top source is ranvoo.com at 72%. ChatGPT cites brand sites most, then the American Dental Association at 41%.
Three moves the numbers point to
Choose one use case and document it in detail. Pro-Sys scores 12% overall but 60% on sensitive gums, and usmile reaches 50% on the longest-lasting question, where answers repeat its battery figures.
Pitch the sites the answers cite. TechRadar leads overall at 38%, and electricteeth.com, at 30%, is the only one of the twelve most-cited sites that every assistant cites in at least 12% of its answers.
Publish side-by-side comparisons with the two leaders. When buyers ask which three brushes to compare, both appear in 97% of answers and no third brand passes 28%, so the last seat has no settled owner.
Analysis · 4 min read
In 8 of 32 categories, the most-named brand is not named first most often. Gmail scores 96 in email management but is first in 8 percent of answers. Fathom is first in 52 percent of notetaker answers, Fireflies.ai in 10. These counts measure how often a brand appears and how often it is named first.
96 vs 8Gmail’s score versus its first-mention share
Analysis · 4 min read
A typical Claude answer names 7.2 brands, against 3.6 for Google AI Overviews. Claude gives 186 of the 304 brands in a published top ten their highest score, and ChatGPT never names 22 of them. Which brands appear depends on the assistant, and one overall score hides it.
7.2 vs 3.6Brands per answer, Claude vs Google AI Overviews
Analysis · 4 min read
Ask an AI assistant for a budget option and the top brand changes in 24 of 32 categories. Technivorm Moccamaster scores 67 overall and 0 on the budget question, while Carrd goes from 19 to 100. An overall score can hide how a brand fares on price questions.
24 of 32categories where the budget leader differs
Gist asks a fixed set of eight buying questions in each category. None of them names a brand. Each question is put to ChatGPT, Perplexity, Claude and Google AI Overviews ten times, with web search on.
A brand’s score is the share of answers that name it, averaged across the assistants so that each one counts equally. Stores and review sites named in passing are not ranked. Brands named in fewer than one answer in ten are left off.
Measured October 5 to October 6, 2026.
No. It shows which brands AI assistants name when asked, not which products are best. Being named often usually reflects how much has been written about a brand, and where.
The page shows the 10 most-named brands. The free scan checks your own brand on a topic you choose.
Yes. AI answers shift as assistants are updated and as new pages are published. The date at the top shows when this ranking was measured.
See which brands appear in AI recommendations for your category, and where your brand stands among them.
Check my brand, freeChoose which optional analytics and advertising Gist can use. You can change your choices in Privacy settings. Privacy policy
