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Who does ChatGPT recommend when shoppers ask?

We asked ChatGPT and Claude the questions UK shoppers ask, recorded every brand they recommend and every website they quote, niche by niche.

SkincareFragranceWomen's activewearSupplements & proteinLingerie & shapewear
Replaying real answersSkincare · UK

ChatGPT recommends

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Claude recommends

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Cited: skin1004.com · beautyofjoseon.com · consumerreports.org · thebaerry.com

UK

Skincare (sensitive skin & K-beauty)

For sensitive skin, ChatGPT and Claude default to a small group of dermatologist-endorsed pharmacy brands (Vanicream, CeraVe, La Roche-Posay), mainly because the sources they read are US 'according to dermatologists' roundups and the American Academy of Dermatology.

  1. 1CeraVe13/24
  2. 2La Roche-Posay12/24
  3. 3Vanicream7/24
See why →

UK

Fragrance

In UK fragrance questions, ChatGPT and Claude most often pick Diptyque and Zara, with Diptyque winning on niche and taste-led questions while Zara and Arabian dupe houses win whenever shoppers mention price or a cult scent they can't afford.

  1. 1Diptyque7/24
  2. 2Zara7/24
  3. 3Maison Francis Kurkdjian5/24
See why →

UK

Women's activewear

Lululemon is the brand AI recommends most for UK women's activewear, appearing in 12 of 24 answers with 8 first places, largely because US review roundups and 'dupe' guides treat it as the benchmark every other legging is measured against.

  1. 1Lululemon12/24
  2. 2CRZ Yoga9/24
  3. 3Vuori7/24
See why →

UK

Supplements & protein

For UK shoppers, ChatGPT and Claude mostly recommend American brands such as Thorne, Orgain and Transparent Labs, because they draw on US listicles like Fortune, Garage Gym Reviews and BarBend; UK brands such as Bulk and Myprotein only win when the question mentions price or names them directly.

  1. 1Orgain5/24
  2. 2Thorne4/24
  3. 3Bulk4/24
See why →

UK

Lingerie & shapewear

Spanx and SKIMS lead lingerie and shapewear recommendations from ChatGPT and Claude, mainly because AI leans on American shopping roundups and retailer pages; British brands such as M&S and Boux Avenue only win when a question explicitly mentions the UK or pounds.

  1. 1Spanx8/24
  2. 2SKIMS7/24
  3. 3Honeylove6/24
See why →

Hype

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