Home Improvement,
according to AI
Every week we ask ChatGPT, Claude and Gemini the questions real UK consumers ask about home improvement — 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 home improvement answers, typically in position 2.0. 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% | 2.0 | 0% | 0% |
| 2 | Howdens | 10% | 2.2 | 0% | — |
| 3 | Wickes | 10% | 2.3 | 14% | 43% |
| 4 | Wren Kitchens | 8% | 3.4 | 0% | — |
| 5 | B&Q | 7% | 2.5 | 14% | 33% |
| 6 | DIY Kitchens | 5% | 1.0 | 0% | — |
| 7 | Worktop Express | 5% | 1.0 | 27% | 33% |
| 8 | Magnet | 5% | 4.7 | 0% | — |
| 9 | Screwfix | 2% | 3.0 | 9% | 33% |
| 10 | House of Worktops | 0% | — | 18% | 100% |
| 11 | Toolstation | 0% | — | 9% | 100% |
| 12 | Victoria Plum | 0% | — | 5% | — |
| 13 | Your brand | 0% | — | 5% | 0% |
The referees of home improvement.
The independent sources AI models cite when answering home improvement questions — the places a brand needs to be seen, reviewed and ranked.
House of Worktops converts reads into citations. Your brand doesn't.
When Claude or ChatGPT opens a brand's own pages while answering, does the page make the cited-sources list? House of Worktops converts 100% of reads; Your brand 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% | 2.0 | 0% | 0% |
| 2 | Howdens | 10% | 2.2 | 0% | — |
| 3 | Wickes | 10% | 2.3 | 14% | 43% |
| 4 | Wren Kitchens | 8% | 3.4 | 0% | — |
| 5 | B&Q | 7% | 2.5 | 14% | 33% |
| 6 | DIY Kitchens | 5% | 1.0 | 0% | — |
| 7 | Worktop Express | 5% | 1.0 | 27% | 33% |
| 8 | Magnet | 5% | 4.7 | 0% | — |
| 9 | Screwfix | 2% | 3.0 | 9% | 33% |
| 10 | House of Worktops | 0% | — | 18% | 100% |
| 11 | Toolstation | 0% | — | 9% | 100% |
| 12 | Victoria Plum | 0% | — | 5% | — |
| 13 | Your brand | 0% | — | 5% | 0% |
The models do not agree on who leads.
Ask about home improvement 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 |
| Worktop Express | 0% | 10% | 5% | 10pp |
| DIY Kitchens | 0% | 10% | 5% | 10pp |
| B&Q | 5% | 5% | 10% | 5pp |
| Screwfix | 0% | 0% | 5% | 5pp |
| Magnet | 5% | 5% | 5% | 0pp |
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.