{"id":4000,"date":"2026-08-03T17:55:12","date_gmt":"2026-08-03T17:55:12","guid":{"rendered":"https:\/\/lightingnewsnow.com\/?p=4000"},"modified":"2026-08-03T17:56:33","modified_gmt":"2026-08-03T17:56:33","slug":"ai-is-deciding-where-consumers-buy-lighting","status":"publish","type":"post","link":"https:\/\/lightingnewsnow.com\/?p=4000","title":{"rendered":"AI Is Deciding Where Consumers Buy Lighting"},"content":{"rendered":"\n

Ronn Torossian of 5W AI Communications tells Lighting News Now<\/em> what the results of his firm\u2019s new research means for the lighting industry.<\/strong><\/p>\n\n\n\n

A recently released research study examined how ChatGPT, Claude, Gemini, Perplexity, and Google AI Overviews recommend home improvement retailers, brands, and service providers when consumers ask for advice on projects and purchases.<\/p>\n\n\n\n

According to 5W AI Communications\u2019 new Home Services & Improvement AI Visibility Index 2026<\/a>, the AI recommendations didn\u2019t always mirror market leadership. Some home improvement retailers and service providers appear far more often than competitors when consumers ask AI where to shop or who to hire \u2014 and the overall ranking may surprise you. \u00a0<\/p>\n\n\n\n

As consumers rely more on AI for advice and recommendations on almost everything, why not home improvement products? For that reason, lighting companies\u2019 and retailers\u2019 visibility across AI platforms is becoming an emerging competitive advantage.<\/p>\n\n\n\n

The research analyzed more than 60 prompts across five major AI platforms to measure which companies appear most often in AI-generated recommendations.<\/p>\n\n\n\n

Since retailers, marketplaces, and brands competing for home-improvement dollars are now being researched via chatbox, 5W\u2019s research ranked the top 25 by how often the AI engines name them in an online search.<\/p>\n\n\n\n

Lighting News Now<\/em> spoke to 5W AI Communications<\/a> founder and chairman Ronn Torossian about what he thinks these results could mean for the lighting industry.<\/p>\n\n\n\n

\u201cJust like the home improvement sector, people are turning to AI chatbots to ask questions. Lighting wasn\u2019t a category we broke out on its own in this particular index, but the patterns we found in categories \u2013 such as paint \u2013 tell you almost exactly what\u2019s happening in lighting right now, because the underlying behavior is the same,\u201d he said.<\/p>\n\n\n\n

\u201cIn paint, we found that Sherwin-Williams and Behr aren\u2019t competing with every other retailer for a generic \u2018best paint\u2019 answer. They each claimed a specific lane and AI treats that ownership as fact,\u201d Torossian explained.<\/p>\n\n\n\n

\u201cLighting works the same way. When someone asks ChatGPT or Google\u2019s AI Overviews \u2018what\u2019s the best lighting for a kitchen remodel\u2019 or \u2018how do I choose smart lighting for my home,\u2019 the AI isn\u2019t inventing an opinion. It\u2019s retrieving whatever brand, retailer, or piece of editorial content has most clearly claimed that specific question and category,\u201d he stated. \u201cIf a lighting brand hasn\u2019t built content that directly answers the questions consumers are actually typing, that brand is simply not part of the conversation \u2014 no matter how good the product is on a showroom floor. A brand that has identified itself for kitchen lighting is coming up when people ask for \u2018best kitchen lighting,\u2019\u201d he continued.<\/p>\n\n\n\n

\u201cSomeone does not walk into a store already knowing they want a specific brand of recessed lighting or a particular smart bulb ecosystem. They ask an AI engine what they should be considering, and by the time they\u2019re standing in a store or clicking \u2018buy,\u2019 a lot of that decision and thoughts have already been shaped by whatever the AI told them 30 minutes earlier. We saw this exact dynamic across the home improvement categories we measured. The project increasingly starts in the chatbox, not in the store.\u201d<\/p>\n\n\n\n

Torossian added, \u201cWe think the bigger opportunity for lighting brands is around project-based questions rather than product questions. Homeowners aren\u2019t just asking \u2018what\u2019s a good smart bulb,\u2019 but are asking \u2018how do I light a kitchen island\u2019 or \u2018what lighting makes a small room look bigger\u2019 \u2014 which are content questions, not just product spec questions. The brands that answer the \u2018how do I think about this\u2019 question \u2013 and not just the \u2018what should I buy\u2019 question \u2013 are the ones that are going to own that AI citation over the next few years. That\u2019s true in every category we\u2019ve studied, and lighting will be no exception.\u201d<\/p>\n\n\n\n

The findings<\/strong><\/p>\n\n\n\n

In regard to the overall home improvement category, researchers found that U.S. home improvement retail is one of the most concentrated categories in all of retail. Home Depot commands roughly 52% of the sector by revenue; Lowe\u2019s holds about 30%. Together the two chains account for more than 80% of home improvement store sales \u2014 a level of concentration not seen elsewhere in retail.<\/p>\n\n\n\n

The 5W AI Visibility Index finds that inside the AI engines, the concentration runs tighter still. Asked \u201cwhere should I buy supplies for a home project\u201d or \u201cbest home improvement store,\u201d ChatGPT, Claude, and Google\u2019s AI Overviews surface Home Depot and Lowe\u2019s first, second, and often almost exclusively. Researchers concluded that decades of editorial coverage, reviews, and consumer consensus made the two chains the assumed answer.<\/p>\n\n\n\n

However, researchers also discovered a split in that \u201cwhere do I buy it\u201d and \u201cwho do I hire\u201d are two different questions \u2014 and resulted in two different citation surfaces. The home-services marketplaces (Angi, Thumbtack, TaskRabbit) own the hiring query; the retailers own the buying query \u2014and few brands compete across both.<\/p>\n\n\n\n

One more decoupling from the Index\u2019s findings: Lowe\u2019s leads consumer-satisfaction rankings despite Home Depot\u2019s larger share. According to the researchers, this gives Lowe\u2019s a citation edge on \u201cbest\u201d queries that raw market share does not. Their analysis is that national scale and a deep content footprint win the answer \u2014 and the local operator who never built one is invisible on every surface.<\/p>\n\n\n\n

Into the weeds: how rankings were determined<\/strong><\/p>\n\n\n\n

5W analyzed more than 60 common homeowner prompts across six primary sub-categories of the home improvement and home-services market, running each prompt five times per engine in clean sessions. Researchers identified which brands AI models consistently surface, which sources feed those citations, and where the biggest gaps sit between scale and AI visibility.<\/p>\n\n\n\n

Below are the companies that were evaluated in each sector:<\/p>\n\n\n\n

Big-box home improvement<\/strong><\/p>\n\n\n\n

Home Depot, Lowe\u2019s, Menards<\/p>\n\n\n\n

Hardware & specialty retail<\/strong><\/p>\n\n\n\n

Ace Hardware, True Value, Harbor Freight, Tractor Supply, Floor & Decor<\/p>\n\n\n\n

Online home retail<\/strong><\/p>\n\n\n\n

Wayfair, Amazon home, Ferguson, online supply retailers.<\/p>\n\n\n\n

Home-services marketplaces<\/strong><\/p>\n\n\n\n

Angi, Thumbtack, TaskRabbit, HomeAdvisor.<\/p>\n\n\n\n

Design & project platforms<\/strong><\/p>\n\n\n\n

Houzz, Pinterest, Yelp home services.<\/p>\n\n\n\n

Materials & paint brands<\/strong><\/p>\n\n\n\n

Sherwin-Williams, Behr, Benjamin Moore, and home-materials brands.<\/p>\n\n\n\n

What were the query types tracked? Real-world prompts included \u201cbest home improvement store,\u201d \u201cHome Depot vs Lowe\u2019s,\u201d \u201cwhere to buy tools,\u201d \u201cbest place to hire a handyman,\u201d \u201chow do I find a contractor,\u201d \u201cbest paint brand,\u201d \u201cbest site to buy furniture online,\u201d \u201cAngi vs Thumbtack,\u201d and 50+ variations covering retail, hiring, and project-research intent.<\/p>\n\n\n\n

Citation sources were also tracked: Retail and consumer editorial (Wirecutter, Consumer Reports, Forbes Home, This Old House, Family Handyman); satisfaction sources (J.D. Power, ACSI); homeowner communities (Reddit r\/HomeImprovement, r\/DIY); news coverage; and brand-owned content.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

Ronn Torossian of 5W AI Communications tells Lighting News Now what the results of his firm\u2019s new research means for the lighting industry. A recently released research study examined how ChatGPT, Claude, Gemini, Perplexity, and Google AI Overviews recommend home improvement retailers, brands, and service providers when consumers ask for advice on projects and purchases.…<\/p>\n","protected":false},"author":2,"featured_media":4017,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"iawp_total_views":4,"footnotes":""},"categories":[11,391],"tags":[1206,540,1205,1207,1209,1208],"class_list":["post-4000","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","category-featured","tag-5w-ai-communications","tag-ai","tag-chatbox","tag-home-services-improvement-ai-visibility-index-2026","tag-online-search","tag-ronn-torossian"],"yoast_head":"\nAI Is Deciding Where Consumers Buy Lighting - Lighting News Now<\/title>\n<meta name=\"description\" content=\"A new study examines how ChatGPT, Claude, Gemini, Perplexity, and Google AI recommend retailers & brands when consumers ask for advice.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/lightingnewsnow.com\/?p=4000\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"AI Is Deciding Where Consumers Buy Lighting - 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