Saudi energy giant Saudi Aramco has retained its position as the only Middle Eastern brand in the Kantar BrandZ Global Top 100, as artificial intelligence reshapes global brand value rankings and powers unprecedented growth among the world’s biggest companies.
According to the latest edition of the annual Kantar BrandZ report, the combined value of the world’s top 100 brands reached a record $13.1 trillion this year, marking a 22% increase from last year as companies increasingly integrate AI into products, marketing and customer experiences.
Kantar said the acceleration of AI has triggered “one of the most profound shifts in brand value”, with brands now being experienced through “thousands of AI-shaped moments”, from personalised feeds to large language models that influence consumer choices.
While Middle Eastern representation in the ranking remains limited, Kantar noted that Aramco’s continued presence reflects the scale of Saudi Arabia’s investment ambitions and its push to compete globally.
The report highlighted the growing dominance of technology brands, with Google reclaiming the top position for the first time since 2018 after its brand value surged 57% year-on-year to $1.48 trillion. Apple ranked second at $1.38 trillion, followed by Microsoft at $1.11 trillion and Amazon at $1.02 trillion.
For the first time, three brands — Google, Microsoft and Amazon — simultaneously crossed the $1 trillion valuation mark alongside Apple.
Kantar attributed Google’s rise to the integration of Gemini across its products, the rollout of AI-powered search features and continued investment in data centres.
Among AI-focused companies, Claude entered the global top 100 at number 27 with a brand value of $96.6 billion, while ChatGPT recorded the highest annual growth in brand value, rising 285%.
Martin Guerrieria, Head of Kantar BrandZ, said: “AI is accelerating growth. And it has also made marketing harder. Marketers are digesting more signals than ever, decisions have to be made faster, and it’s less clear what actually matters. The brands outperforming the market are using AI to bring judgement back into the system: to identify which signals to trust, connect what people are doing to real business choices, and do so quickly and confidently. In a market this fragmented, sustained growth is coming from clarity.”
The report also pointed to the rising influence of Asian brands, particularly from China, where companies posted sharp gains in value. Tencent re-entered the global top 10 at number eight with a brand value of $251.6 billion after rising 45%.
Other major Chinese gainers included Alibaba, Xiaomi and ICBC.
Guerrieria said: “The brands growing fastest have focused on removing friction, delivering real value to people’s lives, and reflecting cultural context. What we’re seeing, particularly from Chinese brands like Tencent, Alibaba and TikTok, is speed and follow-through: they interpret consumer signals quickly and have the discipline to act on them decisively. Their growth hasn’t come from waiting for perfect information but from moving early on what they know will impact their brand.”
Sector-wise, the report said Zara overtook Nike as the world’s most valuable apparel brand, while Hermès surpassed Louis Vuitton in the luxury segment.
In financial services, banks including JPMorgan Chase and HSBC recorded strong gains driven by consumer trust and stronger customer relationships.
