LONDON — New YouGov BrandIndex data published in August shows that Anthropic’s Claude, not market leader ChatGPT, is the AI chatbot that current and former users in the UK rate most positively overall. The satisfaction metric is calculated by asking only people with direct experience of a tool—current or former users—whether they are happy or unhappy with it, then netting off the two figures. On that measure, Claude tops the ranking with a net satisfaction score of 56.2.
Gemini is second on 46.5, just ahead of ChatGPT on 46.0. Perplexity AI (43.7) and Alexa (42.6) round out the top five.
Copilot (37.2), DeepSeek (35.1) and Apple Intelligence (32.4) make up the middle of the table, with Grok (24.6) and Siri (23.7) at the bottom. However, in YouGov’s companion piece on AI brand preference, ChatGPT is comfortably the most-preferred tool among UK consumers overall, while Claude only ranks fifth. More people default to ChatGPT, but fewer of them end up satisfied with it than Claude users do with Claude.
Split satisfaction between current and former users reveals further nuance. Among people still actively using a tool, satisfaction is high across the board: DeepSeek leads on 77.2, followed by Claude on 74.5 and Perplexity AI on 70.5.
ChatGPT (66.6) and Gemini (64.2) are not far behind. But when users switch away, Claude retains the highest goodwill after people stop using it, at 21.8, with Perplexity AI (18.7) and Apple Intelligence (18.1) close behind. ChatGPT’s former-user score drops to just 2.9, and Grok’s turns negative at -4.7.
That produces big swings between the two groups: ChatGPT’s current-user score sits 63.7 points above its former-user score, one of the widest gaps in the table, alongside DeepSeek (62.5 points) and Grok (62.4 points). Apple Intelligence has the smallest drop, at 30.8 points, meaning people who move away from it leave on better terms. The findings matter for UK insurers, who have moved past the pilot-only approach that dominated as recently as 2024.
Insurance Business previously reported that 55% of insurance leaders say AI is already integrated into at least some business functions. The satisfaction gap between fame and user happiness is useful intelligence for carriers and brokers picking vendors for the long haul, as consumer chatbot habits are not identical to enterprise software decisions, but the size of the current-to-former drop is a reasonable proxy for how a brand’s reputation holds up after the honeymoon period ends.
