Despite claims that AI will kill conventional search, Google has edged Apple out of the No. 1 spot on Kantar’s annual BrandZ report, the analysis firm’s rating of the 100 most beneficial manufacturers on this planet, launched Thursday.
The tech large’s model worth grew 57% over final yr, in line with the info and analytics large, which now values it at $1.48 trillion.
Apple had occupied the lead place for the earlier 4 consecutive years. Its slip all the way down to second place wasn’t due to something it did fallacious (Apple’s model worth really rose 6%), however what Google has achieved proper—particularly with regards to AI.
“It’s four things,” Kantar CEO Jeff Greenspoon informed ADWEEK. “They embedded intelligence into everyday behavior at a scale that no one else had. They made it useful for people. They monetized it well. And the behavior shows that it’s integrated into the platform.”
Technology manufacturers total maintained the robust presence that they had within the 2025 report, with the likes of Oracle, IBM, Cisco, Intel, and Intuit all snagging locations within the high 50.
It could come as a shock, then, to see the robust exhibiting of AI manufacturers on this yr’s listing: Nvidia at no. 5, ChatGPT at no. 15, and Claude at no. 27. Rapid adoption of AI by most of the people can account for this rising connection, as Greenspoon identified, with 64% of customers reporting that they use AI to search out what they need.
Guerrieria additionally acknowledged the maturation within the sector—not simply LLMs “emerging as brands in their own rights,” he mentioned, however “deliberately moving toward emotional brand building.” The humorous, intelligent, and emotional Super Bowl adverts from the likes of Gemini, ChatGPT, and Claude function examples.
Elsewhere, Chinese corporations not solely held excessive ranks (Alibaba at no. 19 and TikTok at no. 25 have been the highest placers), however as a class exhibited a 31% enhance in model worth over final yr. The Agricultural Bank of China and consumer-electronics large Xiaomi posted particular person brand-value will increase of 54% and 48%, respectively.