The Persuasion Factor is a new report from true, with contributions from IMRG, revealing how AI is changing the homeware shopping journey, and what makes a brand more likely to appear in AI-generated answers.
What the report explores
- Where homeware brands appear in AI-generated answers
- Why certain brands are recommended more consistently
- How shoppers move between AI, search, social media, websites and stores
- What separates visible brands from those being overlooked
- How content and product data influence recommendations
The research
true carried out in-depth interviews with seven homeware enthusiasts who had previously used AI for home improvements or interior design.
These findings informed 15 prompts covering the journey from early inspiration to specific product and purchasing questions. The prompts were tested across ChatGPT, Gemini and Claude, then repeated two weeks later, producing 90 logged responses.
Turn the findings into action
The report brings the research together into five strategic priorities for homeware brands looking to improve how they are found, understood and recommended through AI.
Download your copy to discover where brands should focus, and why acting early could provide an advantage.
Meet the experts
IMRG
IMRG is where the UK eCommerce community lives. Since 2000, we have been tracking the performance of the UK online market, with an index comprised of 230 retailers based on eCommerce revenue of £30bn in 2025. We help retailers understand and improve their online performance, bringing the community together to share knowledge, tackle industry challenges and drive the future of eCommerce.
true
true is a digital product agency. We’ve spent more than two decades helping ecommerce brands adapt to shifting customer behaviour, and generative AI is the most significant shift in digital discovery we’ve seen
since search arrived. If you’d like to discuss the research or explore what GEO means for your business, we’d love to hear from you.