Laptops,
according to AI
Every week we ask ChatGPT, Claude and Gemini the questions real UK consumers ask about laptops — and record exactly which brands they put forward. Right now, Lenovo owns the conversation.
0 AI answers this run · 0 brands named · measured, never estimated
Lenovo is the default answer.
Named in 62% of laptops answers, typically in position 2.9. Apple follows at 53%, ASUS at 53%.
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 | Lenovo | 62% | 2.9 | 25% | 23% |
| 2 | Apple | 53% | 1.8 | 11% | 20% |
| 3 | ASUS | 53% | 2.5 | 28% | 27% |
| 4 | Alienware | 45% | 3.2 | 0% | — |
| 5 | Dell | 43% | 3.4 | 11% | 17% |
| 6 | Microsoft | 37% | 3.0 | 7% | 12% |
| 7 | HP | 32% | 3.6 | 5% | 25% |
| 8 | MSI | 22% | 2.8 | 2% | — |
| 9 | Acer | 20% | 4.0 | 2% | 17% |
| 10 | Razer | 15% | 3.8 | 5% | 20% |
| 11 | Currys | 10% | 6.0 | 4% | 14% |
| 12 | Samsung | 5% | 2.7 | 0% | — |
| 13 | Gigabyte | 3% | 4.0 | 0% | — |
| 14 | Dynabook | 2% | 2.0 | 0% | — |
| 15 | Framework | 2% | 3.0 | 0% | — |
Laptops is decided on attraction.
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 laptops, Apple leads attraction at 108 against HP at 89, indexed on the category at 100.
Each whorl lights one ring per index threshold cleared. See the full laptops desire edition →
Before it answers, it goes looking for Apple.
An assistant does not answer from memory alone. It runs its own web searches first, and whoever it searches for is the shortlist it then chooses from. Across 70 searches in laptops, Apple is named in 24% of the ones that name a brand at all. ChatGPT Web, Copilot do not report their searches, so these shares are measured against the ones that do.
These are the assistants' own searches, read from their answers — not what anyone typed into a search engine.
The referees of laptops.
The independent sources AI models cite when answering laptops questions — the places a brand needs to be seen, reviewed and ranked.
ASUS converts reads into citations. Microsoft doesn't.
When Claude or ChatGPT opens a brand's own pages while answering, does the page make the cited-sources list? ASUS converts 27% of reads; Microsoft just 12%. That gap is a content problem, not a visibility problem.
Full data table
| # | Brand | Visibility | Avg. position | Citation share | Read→cited |
|---|---|---|---|---|---|
| 1 | Lenovo | 62% | 2.9 | 25% | 23% |
| 2 | Apple | 53% | 1.8 | 11% | 20% |
| 3 | ASUS | 53% | 2.5 | 28% | 27% |
| 4 | Alienware | 45% | 3.2 | 0% | — |
| 5 | Dell | 43% | 3.4 | 11% | 17% |
| 6 | Microsoft | 37% | 3.0 | 7% | 12% |
| 7 | HP | 32% | 3.6 | 5% | 25% |
| 8 | MSI | 22% | 2.8 | 2% | — |
| 9 | Acer | 20% | 4.0 | 2% | 17% |
| 10 | Razer | 15% | 3.8 | 5% | 20% |
| 11 | Currys | 10% | 6.0 | 4% | 14% |
| 12 | Samsung | 5% | 2.7 | 0% | — |
| 13 | Gigabyte | 3% | 4.0 | 0% | — |
| 14 | Dynabook | 2% | 2.0 | 0% | — |
| 15 | Framework | 2% | 3.0 | 0% | — |
The models do not agree on who leads.
Ask about laptops and the brand you are shown depends on the assistant: Claude → Lenovo, Gemini → Apple, ChatGPT → Lenovo. Their top-five lists share just 57% 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 |
|---|---|---|---|---|
| Microsoft | 10% | 55% | 45% | 45pp |
| Alienware | 25% | 50% | 60% | 35pp |
| Dell | 25% | 50% | 55% | 30pp |
| Apple | 45% | 70% | 45% | 25pp |
| Lenovo | 50% | 70% | 65% | 20pp |
| ASUS | 45% | 65% | 50% | 20pp |
| HP | 20% | 40% | 35% | 20pp |
| MSI | 30% | 20% | 15% | 15pp |
| Acer | 20% | 15% | 25% | 10pp |
| Razer | 10% | 15% | 20% | 10pp |
Listicles carry laptops.
Every page AI opened while answering, classified by what kind of page it is. Listicles supply the most citations; How-to guides convert best — 95% of the ones models opened were actually cited.
The data behind this chart
| Page type | Cited | Read but not cited | Conversion |
|---|---|---|---|
| Listicles | 84 | 20 | 81% |
| Comparisons | 71 | 10 | 88% |
| Reviews | 62 | 4 | 94% |
| Product pages | 55 | 8 | 87% |
| How-to guides | 41 | 2 | 95% |
| Editorial | 37 | 12 | 76% |
| Community threads | 29 | 14 | 67% |
| category-page | 17 | 4 | 81% |
Specifications is what separates cited from ignored.
Of the laptops pages models actually opened, how much more often each feature's pages ended up in the cited sources. Specifications is worth 14 percentage points; hard statistics pages fare 2pp 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 |
|---|---|---|---|---|---|
| Specifications | 316 | 86% | 254 | 72% | +14pp |
| Structured data | 278 | 87% | 292 | 73% | +14pp |
| Answer up front | 197 | 87% | 373 | 76% | +10pp |
| Comparison table | 224 | 85% | 346 | 77% | +8pp |
| Named author | 309 | 83% | 261 | 77% | +6pp |
| Updated this year | 243 | 83% | 327 | 78% | +5pp |
| Hard statistics | 346 | 79% | 224 | 81% | -2pp |
Samsung 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. Samsung is the widest gap: well-built pages that still aren't converting into citations.
| Brand | Readiness | Pages cited | Pages profiled |
|---|---|---|---|
| Samsung | 54 | 0% | 3 |
| Overclockers | 47 | 0% | 4 |
| Scan | 38 | 0% | 3 |
| Acer | 38 | 29% | 14 |
| Razer | 33 | 100% | 3 |
| Dell | 28 | 16% | 68 |
| Apple | 28 | 8% | 222 |
| MSI | 28 | 20% | 5 |
| ASUS | 27 | 10% | 156 |
| HP | 27 | 19% | 68 |
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 laptops 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 Fri, 09 Oct 2026 06:40:39 GMT.