H&M — AI INSIGHTS (UAE FASHION MARKET)
17 MAY 2026 Next refresh: Mon 4:00 AM UAE LIVE
Generative AI Engine Intelligence
10.8% AI Share of Voice
LIVE Source: Source: ahrefs.com Brand Radar — AE, fetched 17 May 2026
● MODERATE — 2 of 10 tracked keywords cite H&M 364,037 monthly searches tracked across 10 fashion queries

H&M captures 10.8% of UAE Fashion Market AI share of voice (MODERATE) — well behind market leader Next at 70.2%. The biggest closable swing is on AI Overviews, where the gap is widest.

At a glance — the AI visibility picture

Three numbers every H&M stakeholder needs to know
10.8%
H&M AI Share of Voice
Weighted across ChatGPT, AI Overviews, and AI Mode. Status: MODERATE. Leader is Next at 70.2%.
8 / 10
Keywords Missing H&M
Of the 10 fashion intent questions tracked on ChatGPT, only 2 mention H&M; the rest are dominated by competitors.
47,447
Top Missing Topic Volume
Monthly search volume for the highest-volume fashion question where H&M is absent: "Does SHEIN have locations?".
AI Intelligence Brief
  • Citation performance: H&M is mentioned in 2 of 10 high-volume fashion questions on ChatGPT — a 20.0% capture rate that leaves the bulk of intent in competitor hands.
  • Competitor dominance: Next leads the UAE fashion market with 70.2% weighted SoV — roughly 6.5× H&M's 10.8% — driven primarily by long-tail Next-branded queries on AI Overviews and AI Mode.
  • Where H&M wins: H&M's strongest surface is ChatGPT at 18.9% SoV, where editorial citations (Wikipedia, comparison blogs) and brand-domain mentions hold up best.
  • Biggest gap: The widest gap is on AI Overviews, where H&M has just 3.5% SoV against Next at 90.1% — the largest single-platform swing available to close.
  • PR seeding targets: Top 5 domains AI engines cite most in this market: www.amazon.ae, www.instagram.com, www.youtube.com, en.wikipedia.org, www.facebook.com. Earning brand mentions on these sources will move the citation needle fastest.
Insight · Live Data · 17 May 2026
1
Targeted keyword opportunity matrix
High-volume uae fashion market queries cross-referenced against current AI engine recommendations on ChatGPT
LIVE ahrefs Brand Radar · 17 May 2026 · ChatGPT AI responses
How to read this: Every row is a real UAE consumer fashion query. "MISSING" means H&M is absent from that AI recommendation — a direct, measurable loss of discovery. Showing ChatGPT data.
Search Keyword Vol. AI Mentions Top Cited Domain Status
Does SHEIN have locations? 47,447 Zara playbite.com MISSING
Is Next Just Shein? 37,720 Next, Zara apartstyle.com MISSING
Is Zara or H&M higher quality? 36,850 Zara apartstyle.com MISSING
How to get 15% off H&M? 36,850 H&M forbes.com OWNED
Is Zara owned by H? 36,142 Zara en.wikipedia.org MISSING
Which country brand is H&M? 36,142 H&M hmgroup.com OWNED
How do I return on Next UAE? 34,766 Next nextdirect.zendesk.com MISSING
Does Next deliver to the UAE? 34,766 Next next.ae MISSING
Is Next in the UAE? 34,766 Next daleeeel.com MISSING
هل شركة زارا مملوكة لشركة نكست؟ 28,588 Zara — MISSING
2
Brand share of voice across AI platforms
Which competitors dominate AI recommendations across UAE Fashion Market
LIVE ahrefs Brand Radar · 17 May 2026 · Brand SoV breakdown
AI Share of Voice — All Tracked Brands

Weighted across ChatGPT, Google AI Overviews and AI Mode for UAE Fashion Market.

Next
70.2%
Zara
12.6%
H&M
10.8%
Splash Fashions
6.4%
H&M SoV by Platform

H&M's raw share of voice on each AI surface, side by side.

ChatGPT
18.9%
AI Overviews
3.5%
AI Mode
9.5%
3
Live AI engine citations & domain intelligence
Real sources AI engines cite for UAE Fashion Market queries — aggregated across ChatGPT, AI Overviews, AI Mode
LIVE ahrefs Brand Radar · 17 May 2026 · Aggregated domain citations
⊙ Showing 10 of 51 cited domains, filtered to UAE Fashion Market relevance. Brand + competitor domains always included.
Top Cited Domains (Aggregated)

Aggregated from URLs returned by ChatGPT, AI Overviews and AI Mode for tracked H&M fashion queries.

www.amazon.ae RETAIL
2,470 responses · 5,537 pages cited
www.instagram.com SOCIAL
2,269 responses · 2,817 pages cited
www.youtube.com SOCIAL
2,258 responses · 3,364 pages cited
en.wikipedia.org EDITORIAL
2,211 responses · 1,973 pages cited
www.facebook.com SOCIAL
1,327 responses · 1,534 pages cited
www.zara.com COMPETITOR
1,284 responses · 1,235 pages cited
www.next.ae COMPETITOR
1,192 responses · 1,399 pages cited
www.reddit.com FORUM
1,014 responses · 1,251 pages cited
www.noon.com RETAIL
908 responses · 904 pages cited
www.namshi.com RETAIL
662 responses · 487 pages cited
Sample AI-Cited Source URLs

Top URLs AI engines cite when answering UAE Fashion Market questions.

H&M
en.wikipedia.org/wiki/H%26M · Cited on ChatGPT · 36 responses
Zara (retailer)
en.wikipedia.org/wiki/Zara_%28retailer%29 · Cited on ChatGPT · 18 responses
Inditex
en.wikipedia.org/wiki/Inditex · Cited on ChatGPT · 17 responses
next.ae
www.next.ae/en · Cited on AI Mode · 42 responses
Next plc - Wikipedia
en.wikipedia.org/wiki/Next_plc · Cited on ChatGPT · 13 responses
H&M CITATION GAP ALERT

ae.hm.com is cited in 552 AI responses across UAE Fashion queries — but www.zara.com dominates with 1,284 citations, a 2.3x advantage. Plus, retail aggregators (www.amazon.ae, www.noon.com) and social platforms (www.instagram.com, www.youtube.com) account for the highest citation volume overall — these are the PR seeding targets that compound across all three AI platforms.

Derived from ahrefs Brand Radar · 17 May 2026
4
Platform battleground & action priorities
Where H&M wins, where it's losing, and the moves that compound across all AI surfaces
LIVE ahrefs Brand Radar · 17 May 2026 · Platforms breakdown
BRAND CHATGPT AI OVERVIEWS AI MODE ALL PLATFORMS (WEIGHTED)
H&M
18.9%
302 mentions · 1,179,613 impr.
3.5%
368 mentions · 96,118 impr.
9.5%
1,386 mentions · 858,044 impr.
10.8%
2,056 mentions · 2,133,775 impr.
Next
67.9%
1,296 mentions · 4,245,456 impr.
90.1%
4,377 mentions · 2,475,448 impr.
78.4%
7,722 mentions · 7,110,861 impr.
70.2%
13,395 mentions · 13,831,765 impr.
Splash Fashions
6.4%
172 mentions · 399,027 impr.
3.9%
389 mentions · 107,349 impr.
8.3%
1,412 mentions · 752,079 impr.
6.4%
1,973 mentions · 1,258,455 impr.
Zara
23.3%
453 mentions · 1,459,791 impr.
5.2%
455 mentions · 143,403 impr.
9.8%
1,872 mentions · 888,622 impr.
12.6%
2,780 mentions · 2,491,816 impr.
VERDICT STRONGEST POSITION BIGGEST GAP MID-RANGE —

H&M performs best on ChatGPT (18.9% SoV vs Next 67.9%) and weakest on AI Overviews (3.5% vs Next 90.1%). Closing the AI Overviews gap is the largest single-platform swing available.

1
Defend ChatGPT
PRIORITY 1 · STRONGEST POSITION
H&M holds 18.9% SoV on ChatGPT — the best of the three platforms. Hold ground vs Next (67.9%) by keeping owned editorial, Wikipedia, and comparison pages fresh.
2
Close AI Overviews
PRIORITY 2 · BIGGEST GAP
H&M sits at 3.5% SoV on AI Overviews versus Next 90.1%. Target the editorial and retail sources cited most often on this surface (Wikipedia, YouTube, Amazon) with brand-positive content seeding.
3
Reclaim AI Mode
PRIORITY 3 · HIGH-VOLUME CATCH-UP
H&M captures 9.5% SoV on AI Mode — better than the bottom but well behind Next 78.4%. PR-led citations on retail and social surfaces are the unlock here.