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 2.3. 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% | 2.3 | 32% | 25% |
| 2 | Dunelm | 22% | 2.8 | 18% | 31% |
| 3 | The Range | 17% | 3.7 | 14% | 22% |
| 4 | Argos | 17% | 4.2 | 8% | 17% |
| 5 | John Lewis | 12% | 3.6 | 4% | 0% |
| 6 | B&M | 10% | 2.8 | 6% | 60% |
| 7 | Habitat | 10% | 4.2 | 0% | — |
| 8 | Sainsbury's | 10% | 4.2 | 6% | — |
| 9 | Next | 10% | 4.7 | 4% | 0% |
| 10 | Wayfair | 8% | 4.0 | 0% | 0% |
| 11 | Home Bargains | 5% | 3.0 | 0% | — |
| 12 | Poundland | 3% | 4.5 | 0% | — |
| 13 | Asda | 3% | 6.0 | 0% | — |
| 14 | Tesco | 3% | 7.0 | 0% | — |
| 15 | Matalan | 3% | 7.5 | 4% | — |
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 127 against Poundland at 62, 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% | 2.3 | 32% | 25% |
| 2 | Dunelm | 22% | 2.8 | 18% | 31% |
| 3 | The Range | 17% | 3.7 | 14% | 22% |
| 4 | Argos | 17% | 4.2 | 8% | 17% |
| 5 | John Lewis | 12% | 3.6 | 4% | 0% |
| 6 | B&M | 10% | 2.8 | 6% | 60% |
| 7 | Habitat | 10% | 4.2 | 0% | — |
| 8 | Sainsbury's | 10% | 4.2 | 6% | — |
| 9 | Next | 10% | 4.7 | 4% | 0% |
| 10 | Wayfair | 8% | 4.0 | 0% | 0% |
| 11 | Home Bargains | 5% | 3.0 | 0% | — |
| 12 | Poundland | 3% | 4.5 | 0% | — |
| 13 | Asda | 3% | 6.0 | 0% | — |
| 14 | Tesco | 3% | 7.0 | 0% | — |
| 15 | Matalan | 3% | 7.5 | 4% | — |
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 |
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.