AI Ascends: ChatGPT Joins World’s Top Brands in Kantar’s Latest Report

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Apple tops Kantar’s 2025 BrandZ list at $1.3 trillion; ChatGPT debuts at No. 60, highlighting AI’s growing brand influence.

In Kantar’s 2025 BrandZ report, Apple maintains its position as the world’s most valuable brand for the fourth consecutive year, with a brand valuation of $1.3 trillion—a 28% increase from 2024. This figure represents over 12% of the total value of the Global Top 100 brands, which collectively reached a record $10.7 trillion, marking a 29% year-on-year growth.

Notably, ChatGPT, developed by OpenAI, makes a significant entrance at No. 60, the highest debut since Nvidia in 2021.This underscores the rapid ascent of generative AI in the global brand landscape. Martin Guerrieria, head of Kantar BrandZ, emphasized that ChatGPT’s rise demonstrates how a brand can achieve societal influence, altering daily life and consumer behavior. However, he cautioned that maintaining this momentum requires continued investment in brand development amid intensifying competition in the AI sector.

The report also highlights the increasing importance of brand equity, now contributing 33% to a company’s total value, up from 30% in 2023. This trend reflects a growing recognition of the intangible assets that brands represent. Tech companies dominate the top rankings, with Google, Microsoft, Amazon, and Nvidia rounding out the top five. Nvidia, in particular, experienced a 152% increase in brand value, reaching $509.4 billion, propelled by a significant deal with a Saudi tech firm.

The 2025 rankings also reveal a shift in global brand distribution. U.S.-based companies now comprise 82% of the total value of the Global Top 100, up from 63% in 2006. Meanwhile, Chinese brands have doubled their value over the past two decades, now accounting for 6% of the total, while European brands have declined to 7% from 26% in 2006.As the digital economy evolves, the report underscores the necessity for brands to offer consistent, emotionally resonant experiences to maintain relevance and drive growth.