Luxury vinyl flooring in the UK: which brands ChatGPT, Gemini and Google AI Mode recommend

We asked ChatGPT, Gemini and Google AI Mode 12 questions UK homeowners, fitters and specifiers ask about luxury vinyl flooring: herringbone hallways, Victorian bathrooms, underfloor heating, hotel receptions. The answers name 14 brands, a short list. Two premium names lead, and commercial work belongs to a third.

Karndean is named most, Amtico comes first more

Karndean is named in 30 of the 36 answers and Amtico in 26. Yet Amtico is named first in 15 answers against 10 for Karndean. The questions were written from Karndean's offer (see the method), which helps it. Moduleo follows with 10 answers, Quick-Step with 9 and Harvey Maria with 8.

On the 5 questions about design in the home, Karndean is in all 15 answers and Amtico in 14. Harvey Maria comes up in 7 of them, a strong result for a smaller name, and is otherwise rarely mentioned.

1. Karndean30 · 83%
2. Amtico26 · 72%
3. Moduleo10 · 28%
4. Quick-Step9 · 25%
5. Harvey Maria8 · 22%
6. COREtec5 · 14%

Also named, in fewer than 2 answers each: 3 other residential and design-led brands.

Polyflor owns commercial spaces

On the 3 questions about hotels, retail and restaurants, Polyflor is named in all 9 answers. Amtico follows with 7, Karndean and Tarkett with 6 each, Forbo with 5 and Gerflor with 4. On slip-resistant flooring for bars and restaurants, all three models name Polyflor first. Overall Polyflor is named in 18 answers, third in the study.

1. Polyflor18 · 50%
2. Forbo8 · 22%
3. Gerflor7 · 19%
4. Tarkett7 · 19%
5. Altro3 · 8%

ChatGPT, Gemini and Google AI Mode, October 21, 2026. One answer can name several commercial flooring brands.

Technical questions break the pattern

On rigid core acoustic flooring for an upper-floor apartment, neither Karndean nor Amtico is named. The three models answer with Polyflor, Gerflor, Forbo and COREtec. On high-end click flooring for pets and open-plan living, Gemini and Google AI Mode put COREtec first.

On underfloor heating, the answers come back to the familiar list: Karndean, Amtico, Quick-Step and Moduleo are named by all three models.

ChatGPT names the most

ChatGPT names 4.2 brands per answer, Google AI Mode 3.5 and Gemini 3.4. Eight of the 14 brands are named by all three. Amtico is named in 11 of ChatGPT's answers and 6 of Google AI Mode's, while Karndean is steady across all three, with 9 to 11 answers. COREtec comes up mainly with Gemini, in 4 answers of its 5.

Named in 3 answers or more	ChatGPT	Gemini	Google AI Mode
Karndean	9	10	11
Amtico	11	9	6
Polyflor	9	4	5
Moduleo	5	4	1
Quick-Step	4	2	3
Harvey Maria	1	5	2
Forbo	4	1	3
Gerflor	3	·	4
Tarkett	4	1	2
COREtec	·	4	1
Altro	1	·	2

An independent flooring site tops the citations

grosvenor-flooring.com is the website cited most, in 10 answers, ahead of amtico.com and karndean.com with 9 each. karndeancommercial.com and polyflor.com follow with 7 each. Other flooring sites fill the next places: flooringblog.co.uk and flooringsurgeons.co.uk in 4 each. ChatGPT cites 6.8 sites per answer, Google AI Mode 2.6 and Gemini 2.2.

Brand websiteCommercial brand websiteOther website

1. grosvenor-flooring.com10 · 28%
2. amtico.com9 · 25%
3. karndean.com9 · 25%
4. karndeancommercial.com7 · 19%
5. polyflor.com7 · 19%
6. moduleo.com5 · 14%
7. flooringblog.co.uk4 · 11%
8. flooringsurgeons.co.uk4 · 11%
9. forbo.com4 · 11%
10. flooringhut.co.uk3 · 8%

What this means for flooring brands

• Being named is not being first. Karndean appears more often, Amtico leads more often. Both results count, and they call for separate tracking.
• Commercial and home are two markets. Polyflor is in every commercial answer and fewer of the rest. A brand wanting both needs pages built for specifiers as well as homeowners.
• Technical pages decide technical questions. Acoustic ratings and rigid core are where the premium leaders disappear, and where clear specifications can win.
• Other sites shape what is said. Independent flooring sites are heavily cited. How they describe a range is part of how it gets recommended.

Method

12 questions in English, written from the offer of one maker, Karndean, across home design, commercial spaces and technical performance. Each question was asked once to ChatGPT (with web search), Gemini and Google AI Mode, for the UK market, on October 21, 2026: 36 answers. We looked in each answer for 28 flooring brands (names and common spellings), counted the answers naming each, their position among those names in the answer, and the websites cited. A range named on its own counts for its maker where it is clearly tied to one: Expona, Polysafe and Camaro count for Polyflor.

This is a snapshot: three models, one day and 12 questions. AI answers vary from one session to the next, so a difference of one or two answers between two names is not significant. Because the questions start from one maker's strengths, they favour it and brands like it; they do not measure the whole flooring market.