Fired Earth vs MSI Surfaces:Which is more popular?
In September 2026, Fired Earth and MSI Surfaces were level in searches among tiles worldwide, with an estimated 13.5K versus 14.8K branded searches, at 3.7% and 4% of the total. When we asked ChatGPT and Google AI Overviews about tiles, MSI Surfaces appeared in all three answers and Fired Earth in none.
Who do people search for more?
MSI Surfaces, about 10% more searches than Fired Earth
Who does AI mention more?
MSI Surfaces, mentioned in every answer we collected
Who does AI recommend more?
MSI Surfaces, the only one of the two named
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Top tiles in ChatGPT and Google AI Overviews
In three ChatGPT questions, MSI Surfaces appeared in all three answers. Fired Earth did not appear in any of the three answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Daltile3 of 3Named in 3 of 3 ChatGPT answers
- MSI Surfaces3 of 3Named in 3 of 3 ChatGPT answers
Marazzi3 of 3Named in 3 of 3 ChatGPT answers
Porcelanosa3 of 3Named in 3 of 3 ChatGPT answers- Emser Tile2 of 3Named in 2 of 3 ChatGPT answers
Topps Tiles0 of 3Named in 0 of 3 ChatGPT answers
Johnson Tiles0 of 3Named in 0 of 3 ChatGPT answers
Fired Earth0 of 3Named in 0 of 3 ChatGPT answers
Original Style0 of 3Named in 0 of 3 ChatGPT answers
See every answer about tiles
3 answers
Asked ChatGPT
“Which tile brand should I buy?”
Asked ChatGPT
“What are the best tile brands?”
Asked ChatGPT
“What's the best tile brand for a home renovation?”
Searched Google, AI Overview
“best tiles”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“bathroom tiles”
Google showed no AI Overview for this search.
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.
Is Fired Earth or MSI Surfaces more popular in search?
This chart shows how often people search Google for Fired Earth and MSI Surfaces by name. Each line represents a brand's share of searches for all nine tiles we track, month by month, from English-language searches worldwide.
Share of searches by month for MSI Surfaces, Fired Earth. The figures are in the table below the chart.
View monthly share of searches table
| Month | Topps Tiles | Daltile | Emser Tile | Johnson Tiles | MSI Surfaces | Fired Earth | Marazzi | Original Style | Porcelanosa |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 39.8% | 26.5% | 9.8% | 8% | 4.4% | 6.4% | 2% | 1.6% | 1.6% |
| Nov 2025 | 41.2% | 22.6% | 8.3% | 8.3% | 3.7% | 11.5% | 1.6% | 1.5% | 1.3% |
| Dec 2025 | 35.4% | 29.1% | 10.6% | 10.6% | 4.8% | 4.5% | 2.1% | 1.4% | 1.4% |
| Jan 2026 | 41.2% | 27.5% | 8.3% | 8.3% | 4.5% | 5.2% | 2% | 1.4% | 1.6% |
| Feb 2026 | 41.5% | 27.7% | 8.3% | 8.3% | 4.6% | 4.5% | 2% | 1.5% | 1.7% |
| Mar 2026 | 40.3% | 26.9% | 9.9% | 8.1% | 5.4% | 3.8% | 2.4% | 1.5% | 1.6% |
| Apr 2026 | 43.9% | 24.1% | 8.8% | 8.8% | 4.8% | 4% | 2.2% | 1.6% | 1.8% |
| May 2026 | 43.9% | 24.1% | 8.8% | 8.8% | 4.8% | 4.2% | 2.2% | 1.5% | 1.8% |
| Jun 2026 | 40.1% | 26.9% | 9.8% | 8% | 5.4% | 3.8% | 2.4% | 1.6% | 2% |
| Jul 2026 | 40.4% | 27.1% | 9.9% | 8.1% | 5.4% | 3.3% | 2.4% | 1.6% | 1.6% |
| Aug 2026 | 44.5% | 24.4% | 8.9% | 8.9% | 4.9% | 3.5% | 1.8% | 1.6% | 1.5% |
| Sep 2026 | 44.7% | 24.5% | 9% | 9% | 4% | 3.7% | 2.2% | 1.5% | 1.5% |
How has the Fired Earth and MSI Surfaces comparison changed over the last 12 months?
3 findings
- The lead changed hands 3 times in the 12 months ending September 2026: MSI Surfaces took it in December 2025, Fired Earth took it in January 2026, MSI Surfaces took it in February 2026.
- Across the 12 months ending September 2026, Fired Earth’s share of searches among tiles worldwide moved from 6.4% to 3.7%, and its estimated monthly branded searches moved from 26.6K to 13.5K.
- Across the 12 months ending September 2026, MSI Surfaces’ share of searches among tiles worldwide moved from 4.4% to 4%, and its estimated monthly branded searches moved from 18.1K to 14.8K.
How did search popularity change for tiles worldwide in September 2026?
2 changes
In September 2026, MSI Surfaces lost share of searches among tiles worldwide, from 4.9% to 4%.
Estimated monthly branded searches for Fired Earth worldwide fell 49.2% over 12 measured months, from 26.6K to 13.5K in September 2026.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Fired Earth’s and MSI Surfaces’ names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Fired Earth
2 branded search terms
- fired earth
- fired earth tiles
MSI Surfaces
1 branded search term
- msi surfaces
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