Which Swedish brands does AI recommend?
Every month we put the same questions to four AI models and count which brands actually get named. All raw data is published.
39 brands were named in the October 2026 measurement.
- Agria Insurance · 14 %
- Bahnhof Broadband · 55 %
- Bixia Electricity · 16 %
- Boxer Broadband · 3 %
- Bredband2 Broadband · 60 %
- Chilimobil Mobile plans · 23 %
- Comhem Broadband · 5 %
- Comviq Mobile plans · 43 %
- Dala Kraft Electricity · 5 %
- Dina Försäkringar Insurance · 39 %
- E.ON Electricity · 18 %
- Fello Mobile plans · 47 %
- Folksam Insurance · 58 %
- Fortum Electricity · 51 %
- Gjensidige Insurance · 8 %
- GodEl Electricity · 32 %
- Greenely Electricity · 35 %
- Halebop Mobile plans · 32 %
- Hallon Mobile plans · 67 %
- Hedvig Insurance · 48 %
- ICA Försäkring Insurance · 49 %
- If Insurance · 46 %
- Jämtkraft Electricity · 7 %
- Lycamobile Mobile plans · 12 %
- Länsförsäkringar Insurance · 51 %
- Ownit Broadband · 62 %
- Skellefteå Kraft Electricity · 52 %
- Svedea Insurance · 25 %
- Sveland Insurance · 10 %
- Tele2 Broadband · 60 %
- Telenor Broadband · 52 %
- Telia Broadband · 67 %
- Telinet Electricity · 7 %
- Telness Mobile plans · 9 %
- Tibber Electricity · 43 %
- Tre Mobile plans · 58 %
- Trygg-Hansa Insurance · 48 %
- Vattenfall Electricity · 34 %
- Vimla Mobile plans · 59 %
Categories
- Broadband Top: Telia, 67 %
- Electricity Top: Skellefteå Kraft, 52 %
- Insurance Top: Folksam, 58 %
- Mobile plans Top: Telia, 83 %
Biggest movers since September 2026
| Brand | Category | Now | Change |
|---|---|---|---|
| If | Insurance | 46 % | ↑ +15 pe |
| Fortum | Electricity | 51 % | ↓ -12 pe |
| Hedvig | Insurance | 48 % | ↓ -11 pe |
| Bredband2 | Broadband | 60 % | ↑ +11 pe |
| Fello | Mobile plans | 47 % | ↓ -10 pe |
| Folksam | Insurance | 58 % | ↑ +9 pe |
Change in percentage points against the previous measurement. Movements below 2 points are hidden, since they sit within the noise.
The models do not agree
The same 38 questions, the same number of runs, four different pictures of the Swedish market.
| Model | Brands per answer | Answers naming no brand |
|---|---|---|
| Claude | 4.33 | 6 % |
| ChatGPT | 2.48 | 47 % |
| Gemini | 6.15 | 1 % |
| Perplexity | 3.4 | 7 % |
"Answers naming no brand" are answers where the model reasons about the question but never names a single supplier, pointing to comparison services or asking follow-up questions instead. That is a result, not an error.
Broadband
Which Swedish broadband providers does AI recommend? The share shows how often the brand is named by any model, across 120 answers.
See the full table for broadband
Electricity
Which Swedish electricity suppliers does AI recommend? The share shows how often the brand is named by any model, across 120 answers.
See the full table for electricity
Insurance
Which Swedish insurers does AI recommend? The share shows how often the brand is named by any model, across 96 answers.
See the full table for insurance
Mobile plans
Which Swedish mobile operators does AI recommend? The share shows how often the brand is named by any model, across 120 answers.
See the full table for mobile plans
Why this matters
Four in ten Swedes have used an AI tool in the past year, and more than half of them sometimes ask an AI instead of a search engine. Those figures come from the Swedish Internet Foundation's Swedes and the Internet 2025.
Which brand a model names first is becoming as decisive as the top spot in Google once was. The difference is that search results can be checked. Nobody measures the AI answers in the open.
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How the measurement works
Every question is put to every model 3 times, because models answer differently from one run to the next. We therefore report frequency, never a single answer. The method and the raw data are open so anyone can recompute the figures.