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 32% of furniture & homeware answers, typically in position 2.1. Dunelm follows at 27%, The Range at 18%.
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 | 32% | 2.1 | 37% | 27% |
| 2 | Dunelm | 27% | 3.3 | 12% | 100% |
| 3 | The Range | 18% | 3.7 | 8% | 100% |
| 4 | Argos | 18% | 4.2 | 8% | 14% |
| 5 | Sainsbury's | 13% | 5.5 | 6% | — |
| 6 | Habitat | 13% | 5.8 | 0% | — |
| 7 | John Lewis | 12% | 3.1 | 4% | — |
| 8 | Next | 10% | 3.5 | 6% | 100% |
| 9 | B&M | 8% | 3.2 | 2% | 0% |
| 10 | Home Bargains | 7% | 3.8 | 0% | — |
| 11 | Asda | 7% | 7.5 | 0% | — |
| 12 | Matalan | 5% | 5.3 | 4% | — |
| 13 | Poundland | 5% | 5.7 | 0% | — |
| 14 | TK Maxx | 5% | 7.3 | 2% | — |
| 15 | Marks & Spencer | 3% | 3.0 | 4% | 0% |
IKEA 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 32% of the 37 brands rated above indifference. John Lewis leads the brands the answers name, at 76% of maximum Desire. On attraction, the most divided driver, TK Maxx indexes 124 against Debenhams at 69, 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 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.
IKEA converts reads into citations. Argos doesn't.
When Claude or ChatGPT opens a brand's own pages while answering, does the page make the cited-sources list? IKEA converts 27% of reads; Argos just 14%. That gap is a content problem, not a visibility problem.
Full data table
| # | Brand | Visibility | Avg. position | Citation share | Read→cited |
|---|---|---|---|---|---|
| 1 | IKEA | 32% | 2.1 | 37% | 27% |
| 2 | Dunelm | 27% | 3.3 | 12% | 100% |
| 3 | The Range | 18% | 3.7 | 8% | 100% |
| 4 | Argos | 18% | 4.2 | 8% | 14% |
| 5 | Sainsbury's | 13% | 5.5 | 6% | — |
| 6 | Habitat | 13% | 5.8 | 0% | — |
| 7 | John Lewis | 12% | 3.1 | 4% | — |
| 8 | Next | 10% | 3.5 | 6% | 100% |
| 9 | B&M | 8% | 3.2 | 2% | 0% |
| 10 | Home Bargains | 7% | 3.8 | 0% | — |
| 11 | Asda | 7% | 7.5 | 0% | — |
| 12 | Matalan | 5% | 5.3 | 4% | — |
| 13 | Poundland | 5% | 5.7 | 0% | — |
| 14 | TK Maxx | 5% | 7.3 | 2% | — |
| 15 | Marks & Spencer | 3% | 3.0 | 4% | 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 |
|---|---|---|---|---|
| The Range | 25% | 20% | 10% | 15pp |
| John Lewis | 20% | 10% | 5% | 15pp |
| TK Maxx | 0% | 15% | 0% | 15pp |
| B&M | 0% | 10% | 15% | 15pp |
| Dunelm | 30% | 30% | 20% | 10pp |
| IKEA | 25% | 35% | 35% | 10pp |
| Next | 15% | 10% | 5% | 10pp |
| Argos | 15% | 25% | 15% | 10pp |
| Sainsbury's | 10% | 20% | 10% | 10pp |
| Habitat | 10% | 20% | 10% | 10pp |
How-to guides carry furniture & homeware.
Every page AI opened while answering, classified by what kind of page it is. How-to guides supply the most citations; Community threads convert best — 90% of the ones models opened were actually cited.
The data behind this chart
| Page type | Cited | Read but not cited | Conversion |
|---|---|---|---|
| How-to guides | 89 | 25 | 78% |
| category-page | 81 | 38 | 68% |
| Editorial | 56 | 44 | 56% |
| Product pages | 28 | 25 | 53% |
| Community threads | 18 | 2 | 90% |
| Other | 16 | 10 | 62% |
| Listicles | 13 | 24 | 35% |
| Comparisons | 8 | 12 | 40% |
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 5 percentage points; cites its sources pages fare 37pp 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 | 439 | 63% | 89 | 57% | +5pp |
| Specifications | 79 | 56% | 449 | 63% | -7pp |
| Answer up front | 174 | 56% | 354 | 65% | -9pp |
| Comparison table | 66 | 50% | 462 | 63% | -13pp |
| Named author | 230 | 54% | 298 | 68% | -14pp |
| Hard statistics | 107 | 48% | 421 | 65% | -18pp |
| Updated this year | 132 | 41% | 396 | 69% | -28pp |
| Cites its sources | 26 | 27% | 502 | 64% | -37pp |
Home Bargains 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. Home Bargains is the widest gap: well-built pages that still aren't converting into citations.
| Brand | Readiness | Pages cited | Pages profiled |
|---|---|---|---|
| Home Bargains | 36 | 0% | 25 |
| Furniture in Fashion | 30 | 60% | 5 |
| La Redoute | 25 | 0% | 4 |
| Wilko | 25 | 0% | 31 |
| Sainsbury's | 24 | 50% | 12 |
| B&M | 22 | 11% | 37 |
| Argos | 22 | 36% | 22 |
| IKEA | 22 | 34% | 83 |
| Marks & Spencer | 20 | 50% | 10 |
| JYSK | 20 | 20% | 5 |
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 Sat, 17 Oct 2026 13:11:22 GMT.