Fitted Kitchens,
according to AI
Every week we ask ChatGPT, Claude and Gemini the questions real UK consumers ask about fitted kitchens — and record exactly which brands they put forward. Right now, DIY Kitchens owns the conversation.
0 AI answers this run · 0 brands named · measured, never estimated
DIY Kitchens is the default answer.
Named in 8% of fitted kitchens answers, typically in position 1.4. IKEA follows at 7%, Osmo at 5%.
Every brand AI names, ranked.
Visibility is the share of answers naming the brand; citation share is its slice of all brand-owned pages cited; read→cited is how often its pages convert a read into a citation.
| # | Brand | Visibility | Avg. position | Citation share | Read→cited |
|---|---|---|---|---|---|
| 1 | DIY Kitchens | 8% | 1.4 | 16% | 67% |
| 2 | IKEA | 7% | 1.8 | 10% | 33% |
| 3 | Osmo | 5% | 1.0 | 3% | 0% |
| 4 | Howdens | 5% | 3.3 | 6% | 0% |
| 5 | Wickes | 3% | 1.5 | 6% | 50% |
| 6 | B&Q | 3% | 2.0 | 10% | 0% |
| 7 | Worktop Express | 3% | 2.0 | 13% | 0% |
| 8 | Blum | 3% | 2.5 | 0% | — |
| 9 | Rustins | 3% | 3.5 | 6% | 50% |
| 10 | Flat Pack Kitchens | 2% | 1.0 | 0% | 0% |
| 11 | House of Worktops | 2% | 1.0 | 6% | 50% |
| 12 | Screwfix | 2% | 1.0 | 6% | 33% |
| 13 | Auro | 2% | 2.0 | 0% | — |
| 14 | Hettich | 2% | 2.0 | 0% | — |
| 15 | Naked Doors | 2% | 2.0 | 0% | — |
DIY Kitchens is named most. That is not the same as being wanted.
Being named is visibility. Underneath it, asked to rate each brand directly, the AI assistants judge it three ways — how much it stands out, how much it belongs, and how much it is returned to. They put 8% of the 48 brands rated above indifference. IKEA leads the brands the answers name, at 75% of maximum Desire. On attachment, the most divided driver, IKEA indexes 145 against MFI at 52, on a category average of 100.
Each whorl lights one ring per index threshold cleared (84 / 92 / 100 / 108 / 116). Above indifference means Desire above two-thirds of its maximum. See the full fitted kitchens desire edition →
Before it answers, it goes looking for DIY Kitchens.
An assistant does not answer from memory alone. It runs its own web searches first, and whoever it searches for is the shortlist it then chooses from. Across 63 searches in fitted kitchens, DIY Kitchens is named in 17% of the ones that name a brand at all. ChatGPT Web, Copilot do not report their searches, so these shares are measured against the ones that do.
These are the assistants' own searches, read from their answers — not what anyone typed into a search engine.
The referees of fitted kitchens.
The independent sources AI models cite when answering fitted kitchens questions — the places a brand needs to be seen, reviewed and ranked.
DIY Kitchens converts reads into citations. B&Q doesn't.
When Claude or ChatGPT opens a brand's own pages while answering, does the page make the cited-sources list? DIY Kitchens converts 67% of reads; B&Q just 0%. That gap is a content problem, not a visibility problem.
Full data table
| # | Brand | Visibility | Avg. position | Citation share | Read→cited |
|---|---|---|---|---|---|
| 1 | DIY Kitchens | 8% | 1.4 | 16% | 67% |
| 2 | IKEA | 7% | 1.8 | 10% | 33% |
| 3 | Osmo | 5% | 1.0 | 3% | 0% |
| 4 | Howdens | 5% | 3.3 | 6% | 0% |
| 5 | Wickes | 3% | 1.5 | 6% | 50% |
| 6 | B&Q | 3% | 2.0 | 10% | 0% |
| 7 | Worktop Express | 3% | 2.0 | 13% | 0% |
| 8 | Blum | 3% | 2.5 | 0% | — |
| 9 | Rustins | 3% | 3.5 | 6% | 50% |
| 10 | Flat Pack Kitchens | 2% | 1.0 | 0% | 0% |
| 11 | House of Worktops | 2% | 1.0 | 6% | 50% |
| 12 | Screwfix | 2% | 1.0 | 6% | 33% |
| 13 | Auro | 2% | 2.0 | 0% | — |
| 14 | Hettich | 2% | 2.0 | 0% | — |
| 15 | Naked Doors | 2% | 2.0 | 0% | — |
Three models. Three different answers.
Ask about fitted kitchens and the brand you are shown depends on the assistant: Claude → B&Q, Gemini → Howdens, ChatGPT → DIY Kitchens. Their top-five lists share just 0% of names.
Brands whose visibility swings most between models — the bar per model, widest gap on the right.
The data behind this chart
| Brand | Claude | Gemini | ChatGPT | Spread |
|---|---|---|---|---|
| DIY Kitchens | 0% | 10% | 15% | 15pp |
| B&Q | 10% | 0% | 0% | 10pp |
| Howdens | 0% | 10% | 5% | 10pp |
| Worktop Express | 0% | 10% | 0% | 10pp |
| Blum | 0% | 0% | 10% | 10pp |
| Junckers | 5% | 0% | 0% | 5pp |
| Auro | 5% | 0% | 0% | 5pp |
| IKEA | 5% | 10% | 5% | 5pp |
| Wickes | 5% | 0% | 5% | 5pp |
| Flat Pack Kitchens | 5% | 0% | 0% | 5pp |
Editorial carry fitted kitchens.
Every page AI opened while answering, classified by what kind of page it is. Editorial supply the most citations; category-page convert best — 100% of the ones models opened were actually cited.
The data behind this chart
| Page type | Cited | Read but not cited | Conversion |
|---|---|---|---|
| Editorial | 116 | 19 | 86% |
| How-to guides | 115 | 15 | 88% |
| Comparisons | 68 | 14 | 83% |
| pricing | 31 | 5 | 86% |
| Product pages | 24 | 4 | 86% |
| Other | 22 | 4 | 85% |
| Listicles | 16 | 1 | 94% |
| category-page | 15 | 0 | 100% |
Structured data is what separates cited from ignored.
Of the fitted kitchens pages models actually opened, how much more often each feature's pages ended up in the cited sources. Structured data is worth 11 percentage points; hard statistics pages fare 17pp worse. Measured within the read population, so selection can't flatter it.
The data behind this chart
| Feature | Pages with | Cited % | Pages without | Cited % | Difference |
|---|---|---|---|---|---|
| Structured data | 677 | 85% | 148 | 74% | +11pp |
| Specifications | 82 | 83% | 743 | 83% | -1pp |
| Answer up front | 236 | 81% | 589 | 84% | -3pp |
| Named author | 510 | 82% | 315 | 85% | -3pp |
| Updated this year | 355 | 80% | 470 | 86% | -6pp |
| Comparison table | 180 | 74% | 645 | 86% | -12pp |
| Hard statistics | 173 | 70% | 652 | 87% | -17pp |
Screwfix builds pages AI can quote.
Readiness scores each brand's own pages on the structure models reward — a direct answer up front, tables, hard numbers, named authors, structured data, recency, specifications. DIY Kitchens is the widest gap: well-built pages that still aren't converting into citations.
| Brand | Readiness | Pages cited | Pages profiled |
|---|---|---|---|
| Screwfix | 40 | 28% | 18 |
| Toolstation | 38 | 100% | 3 |
| DIY Kitchens | 36 | 5% | 113 |
| Osmo | 35 | 40% | 5 |
| B&Q | 31 | 20% | 35 |
| Wren Kitchens | 28 | 0% | 36 |
| House of Worktops | 26 | 67% | 12 |
| Wickes | 26 | 14% | 37 |
| Flat Pack Kitchens | 25 | 0% | 4 |
| IKEA | 22 | 63% | 8 |
Readiness is the share of eight measurable structural signals present on a brand's profiled pages. It is a build-quality measure, not a ranking of the brand.
The questions fitted kitchens pages have to settle.
Read straight off the pages AI cited: the consumer questions cited content answers most often. Content that fails to settle these is content models have no reason to quote.
Nineteen more categories.
Method: 20 unbranded consumer prompts per category, spread across the buying journey, run weekly against ChatGPT, Claude and Gemini. Read→cited uses Claude and ChatGPT only (Gemini does not separate the two). Correlational observations of model behaviour at the time of the run. Data from the run completed Sat, 17 Oct 2026 13:05:22 GMT.