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, IKEA owns the conversation.
0 AI answers this run · 0 brands named · measured, never estimated
IKEA is the default answer.
Named in 13% of fitted kitchens answers, typically in position 2.9. Howdens follows at 10%, Wickes at 10%.
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 | IKEA | 13% | 2.9 | 0% | 0% |
| 2 | Howdens | 10% | 2.3 | 4% | 0% |
| 3 | Wickes | 10% | 3.2 | 12% | 43% |
| 4 | Wren Kitchens | 8% | 4.4 | 0% | — |
| 5 | B&Q | 7% | 3.5 | 12% | 33% |
| 6 | DIY Kitchens | 5% | 1.0 | 0% | — |
| 7 | Osmo | 5% | 1.0 | 4% | 33% |
| 8 | Worktop Express | 5% | 1.7 | 23% | 33% |
| 9 | Blum | 5% | 2.3 | 0% | — |
| 10 | Magnet | 5% | 6.0 | 0% | — |
| 11 | Flat Pack Kitchens | 3% | 1.5 | 4% | 33% |
| 12 | Grass | 3% | 3.0 | 0% | — |
| 13 | Hettich | 3% | 3.0 | 0% | — |
| 14 | Rustins | 3% | 4.0 | 0% | — |
| 15 | Junckers | 3% | 4.5 | 4% | 100% |
IKEA is named most. That is not the same as being wanted.
Being named is visibility. Underneath it, every answer describes a brand in three ways — how much it stands out, how much it belongs, and how much it is returned to. In fitted kitchens, DIY Kitchens leads attraction at 129 against MFI at 62, indexed on the category at 100.
Each whorl lights one ring per index threshold cleared. See the full fitted kitchens desire edition →
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.
Wickes converts reads into citations. Howdens doesn't.
When Claude or ChatGPT opens a brand's own pages while answering, does the page make the cited-sources list? Wickes converts 43% of reads; Howdens just 0%. That gap is a content problem, not a visibility problem.
Full data table
| # | Brand | Visibility | Avg. position | Citation share | Read→cited |
|---|---|---|---|---|---|
| 1 | IKEA | 13% | 2.9 | 0% | 0% |
| 2 | Howdens | 10% | 2.3 | 4% | 0% |
| 3 | Wickes | 10% | 3.2 | 12% | 43% |
| 4 | Wren Kitchens | 8% | 4.4 | 0% | — |
| 5 | B&Q | 7% | 3.5 | 12% | 33% |
| 6 | DIY Kitchens | 5% | 1.0 | 0% | — |
| 7 | Osmo | 5% | 1.0 | 4% | 33% |
| 8 | Worktop Express | 5% | 1.7 | 23% | 33% |
| 9 | Blum | 5% | 2.3 | 0% | — |
| 10 | Magnet | 5% | 6.0 | 0% | — |
| 11 | Flat Pack Kitchens | 3% | 1.5 | 4% | 33% |
| 12 | Grass | 3% | 3.0 | 0% | — |
| 13 | Hettich | 3% | 3.0 | 0% | — |
| 14 | Rustins | 3% | 4.0 | 0% | — |
| 15 | Junckers | 3% | 4.5 | 4% | 100% |
The models do not agree on who leads.
Ask about fitted kitchens and the brand you are shown depends on the assistant: Claude → Howdens, Gemini → Howdens, ChatGPT → Wickes. Their top-five lists share just 11% 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 |
|---|---|---|---|---|
| Howdens | 10% | 20% | 0% | 20pp |
| Wickes | 10% | 0% | 20% | 20pp |
| Wren Kitchens | 10% | 15% | 0% | 15pp |
| IKEA | 10% | 20% | 10% | 10pp |
| Blum | 0% | 10% | 5% | 10pp |
| Worktop Express | 0% | 10% | 5% | 10pp |
| DIY Kitchens | 0% | 10% | 5% | 10pp |
| Junckers | 5% | 0% | 5% | 5pp |
| Auro | 5% | 0% | 0% | 5pp |
| Wayfair | 5% | 0% | 0% | 5pp |
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 24pp 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 | 222 | 84% | 56 | 73% | +11pp |
| Named author | 174 | 81% | 104 | 84% | -3pp |
| Updated this year | 116 | 76% | 162 | 86% | -11pp |
| Comparison table | 58 | 71% | 220 | 85% | -14pp |
| Hard statistics | 60 | 63% | 218 | 87% | -24pp |
House of Worktops 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. Set against how often those pages are actually cited.
| Brand | Readiness | Pages cited | Pages profiled |
|---|---|---|---|
| House of Worktops | 28 | 100% | 4 |
| Wickes | 17 | 100% | 3 |
| Worktop Express | 0 | 100% | 6 |
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.
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 Tue, 01 Sep 2026 13:35:43 GMT.