AIGeoAudit

Cases · data from 2026-10-13

Who do AI assistants recommend when Nordic consumers ask about paint?

12 consumer questions about paint, asked in Danish, Swedish and Norwegian. 108 answers from ChatGPT and Claude, 342 cited links. The page reports which brands, shops and sites the answers name. It says nothing about which paint is better.

Denmark

50%

name Flügger (15 of 30 answers)

Sweden

53%

name Beckers (16 of 30 answers)

Norway

67%

name Jotun (20 of 30 answers)

Most-named paint brand per country, in the 90 answers to questions that do not name a brand.

Paint brands named, all three countries

  • Jotun
    52%
  • Flügger
    31%
  • Nordsjö
    29%
  • Beckers
    24%
  • Dyrup
    10%
  • Alcro
    8.9%
  • Butinox
    7.8%
  • Caparol
    5.6%
Share of the 90 answers that name the brand at least once. Questions 11 and 12 name Flügger and Jotun, so they are left out here.

Four findings

1. One brand is named everywhere, but each country has its own leader

Jotun is named in 52% of answers across the three countries. The leader changes by country: Flügger in Denmark (15 of 30), Beckers in Sweden (16 of 30) and Jotun in Norway (20 of 30). In Denmark the two most-named brands are almost level: Flügger 15, Jotun 14 of 30. A brand that leads at home can be close to absent next door.

2. The two assistants send people to different places

ChatGPT sends most of its links to paint makers’ own sites: 133 of 213 (62%). Claude sends most to advice sites, consumer tests and retailers: 89 of 129 (69%), and 29 to paint makers. Being found through your own site works for one assistant. For the other, the advice sites and shops that write about you decide.

3. How-to questions are open ground

Questions on outdoor wood, eco-friendly paint, cheap against expensive paint and how much to buy got 36 answers. Only 8 of them named any paint brand. The assistant explains the job and leaves the product open. That is where a brand with good, structured product data (spread rate, use, surface) has room to become the example.

4. One run is a sample

ChatGPT answered every question twice. The two answers named the same paint brands 59% of the time on average (overlap of the brand sets). Single answers vary, so the numbers here are directions, not market shares.

Brands named, by country

BrandDenmarkSwedenNorway
Jotun47%43%67%
Flügger50%17%27%
Nordsjö13%43%30%
Beckers13%53%7%
Dyrup30%0%0%
Alcro0%27%0%
Butinox0%0%23%
Caparol3%13%0%

30 answers per country (Denmark 30, Sweden 30, Norway 30), questions 1 to 10.

Where the links go

ChatGPT

213 cited links

  • Paint makers' own sites
    62%
  • Advice, tests and home media
    16%
  • Retailers and DIY chains
    15%
  • Public bodies
    3.3%
  • Eco labels
    1.9%

Claude

129 cited links

  • Advice, tests and home media
    39%
  • Retailers and DIY chains
    30%
  • Paint makers' own sites
    22%
  • Eco labels
    3.1%
  • Press
    3.1%

The questions

QuestionTypeAny brandMost named
01Which paint should I use in my bathroom?Practical6/9Jotun 3, Flügger 2
02What is the best wall paint for a flat with children?Practical8/9Jotun 6, Flügger 3
03Which paint lasts longest on a wooden house outdoors?Practical3/9Jotun 1, Caparol 1
04Which paint is the most eco-friendly?Practical2/9Jotun 2, Butinox 1
05Which paint brands are the best in [country]?Category9/9Jotun 9, Flügger 9
06Which paint do professional painters use?Category9/9Jotun 7, Beckers 6
07What is the difference between cheap and expensive wall paint?Category1/9Swingcolor 1
08How much paint do I need for a 4 x 5 metre room, and what should I buy?Buying2/9Jotun 2, Beckers 1
09I want a warm white for the living room. Which ones, and where can I buy them?Buying9/9Jotun 9, Nordsjö 6
10Where can I order paint colour samples online?Buying9/9Jotun 8, Nordsjö 6
11Is Flügger paint good?Brand named9/9Flügger 9, Jotun 6
12Flügger or Jotun for exterior woodwork?Brand named9/9Jotun 9, Flügger 9

Method

  • Questions: 12 questions a consumer might ask before painting, written in Danish and translated to Swedish and Norwegian. Four are practical, three are about the category, three are about buying, and two name a brand on purpose. Brand numbers on this page use only the first ten.
  • ChatGPT: gpt-5.6-luna through the OpenAI API with web search on and the user location set to the country. Every question asked twice: 72 answers.
  • Claude: Claude with web search, run through Claude Code rather than the API, every question once: 36 answers. These answers are stored as their own run and labelled as such.
  • Brands: each answer is searched for a list of paint brands and shops, whole word, any case. A brand counts once per answer. Product names (for example a wall paint range) are not counted separately.
  • Links: each cited URL is reduced to its domain and matched against a rule list: paint makers, retailers, advice and test sites, public bodies, eco labels, press, forums.

Limits

  • One run in October 2026, 30 answers per country. Treat the shares as directions.
  • API answers with web search are close to, but not the same as, what a logged-in user sees in the app. The Claude answers were collected through a coding agent, not the consumer app.
  • The translations were written by one person and not reviewed by native speakers.
  • Naming a brand is not the same as recommending it. The count does not read tone.

Data

Download citations.csv (342 rows: question, language, country, assistant, sample, cited URL, domain, source type) · paint.json · how it is measured