Furniture & Homeware,
according to AI
Every week we ask ChatGPT, Claude and Gemini the questions real UK consumers ask about furniture & homeware — 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 27% of furniture & homeware answers, typically in position 2.2. Dunelm follows at 22%, The Range at 17%.
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 | 27% | 2.2 | 27% | 25% |
| 2 | Dunelm | 22% | 2.8 | 15% | 31% |
| 3 | The Range | 17% | 3.6 | 12% | 22% |
| 4 | Argos | 17% | 4.3 | 7% | 17% |
| 5 | John Lewis | 12% | 3.7 | 3% | 0% |
| 6 | B&M | 10% | 2.8 | 5% | 60% |
| 7 | Habitat | 10% | 4.3 | 0% | — |
| 8 | Sainsbury's | 10% | 4.3 | 5% | — |
| 9 | Next | 10% | 4.8 | 3% | 0% |
| 10 | Marks & Spencer | 8% | 4.0 | 5% | — |
| 11 | Wayfair | 8% | 4.8 | 0% | 0% |
| 12 | Home Bargains | 5% | 3.0 | 0% | — |
| 13 | Archers Sleep Centre | 3% | 4.5 | 3% | 100% |
| 14 | Poundland | 3% | 4.5 | 0% | — |
| 15 | Asda | 3% | 6.0 | 0% | — |
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 furniture & homeware, Oliver Bonas leads attraction at 113 against Poundland at 55, indexed on the category at 100.
Each whorl lights one ring per index threshold cleared. See the full furniture & homeware desire edition →
The referees of furniture & homeware.
The independent sources AI models cite when answering furniture & homeware questions — the places a brand needs to be seen, reviewed and ranked.
B&M converts reads into citations. Wayfair doesn't.
When Claude or ChatGPT opens a brand's own pages while answering, does the page make the cited-sources list? B&M converts 60% of reads; Wayfair 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 | 27% | 2.2 | 27% | 25% |
| 2 | Dunelm | 22% | 2.8 | 15% | 31% |
| 3 | The Range | 17% | 3.6 | 12% | 22% |
| 4 | Argos | 17% | 4.3 | 7% | 17% |
| 5 | John Lewis | 12% | 3.7 | 3% | 0% |
| 6 | B&M | 10% | 2.8 | 5% | 60% |
| 7 | Habitat | 10% | 4.3 | 0% | — |
| 8 | Sainsbury's | 10% | 4.3 | 5% | — |
| 9 | Next | 10% | 4.8 | 3% | 0% |
| 10 | Marks & Spencer | 8% | 4.0 | 5% | — |
| 11 | Wayfair | 8% | 4.8 | 0% | 0% |
| 12 | Home Bargains | 5% | 3.0 | 0% | — |
| 13 | Archers Sleep Centre | 3% | 4.5 | 3% | 100% |
| 14 | Poundland | 3% | 4.5 | 0% | — |
| 15 | Asda | 3% | 6.0 | 0% | — |
The models do not agree on who leads.
Ask about furniture & homeware and the brand you are shown depends on the assistant: Claude → Dunelm, Gemini → IKEA, ChatGPT → IKEA. Their top-five lists share just 22% 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 |
|---|---|---|---|---|
| Sainsbury's | 5% | 25% | 0% | 25pp |
| Habitat | 5% | 25% | 0% | 25pp |
| IKEA | 15% | 30% | 35% | 20pp |
| John Lewis | 20% | 10% | 5% | 15pp |
| Argos | 10% | 25% | 15% | 15pp |
| Next | 5% | 20% | 5% | 15pp |
| Wayfair | 15% | 5% | 5% | 10pp |
| B&M | 5% | 10% | 15% | 10pp |
| Matalan | 0% | 10% | 0% | 10pp |
| Home Bargains | 0% | 5% | 10% | 10pp |
category-page carry furniture & homeware.
Every page AI opened while answering, classified by what kind of page it is. category-page supply the most citations; Community threads convert best — 100% of the ones models opened were actually cited.
The data behind this chart
| Page type | Cited | Read but not cited | Conversion |
|---|---|---|---|
| category-page | 46 | 22 | 68% |
| How-to guides | 40 | 11 | 78% |
| Editorial | 29 | 21 | 58% |
| Product pages | 13 | 13 | 50% |
| Community threads | 9 | 0 | 100% |
| Listicles | 7 | 10 | 41% |
| Other | 6 | 9 | 40% |
| Comparisons | 2 | 7 | 22% |
Structured data is what separates cited from ignored.
Of the furniture & homeware pages models actually opened, how much more often each feature's pages ended up in the cited sources. Structured data is worth 9 percentage points; hard statistics pages fare 29pp 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 | 218 | 62% | 51 | 53% | +9pp |
| Answer up front | 92 | 52% | 177 | 65% | -13pp |
| Named author | 110 | 53% | 159 | 66% | -13pp |
| Specifications | 36 | 47% | 233 | 63% | -15pp |
| Comparison table | 27 | 44% | 242 | 62% | -18pp |
| Updated this year | 68 | 40% | 201 | 68% | -28pp |
| Hard statistics | 56 | 38% | 213 | 67% | -29pp |
Furniture in Fashion 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. La Redoute is the widest gap: well-built pages that still aren't converting into citations.
| Brand | Readiness | Pages cited | Pages profiled |
|---|---|---|---|
| Furniture in Fashion | 33 | 33% | 3 |
| Argos | 29 | 33% | 12 |
| La Redoute | 25 | 0% | 4 |
| IKEA | 22 | 25% | 53 |
| Wilko | 21 | 0% | 6 |
| JYSK | 20 | 20% | 5 |
| Sainsbury's | 19 | 33% | 9 |
| Marks & Spencer | 19 | 38% | 8 |
| Wayfair | 19 | 0% | 8 |
| Dunelm | 18 | 6% | 125 |
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 furniture & homeware 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 Wed, 02 Sep 2026 09:24:05 GMT.