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UK Software & Technology AI / Machine Learning - PPC Market Share Analysis February 2026

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the UK AI / Machine Learning category from the last month. Our Data Analyst, Ask Arlo provides commentary on key findings.

AI / Machine Learning – UK

Google AI Overview visibility for Software & Technology AI / Machine Learning UK

See how often AIOs appear and how search intent is distributed across buying signals.

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AIO Frequency

How often a Google AI overview appears on search terms relevant to this category.

Frequency Percentage
Frequency 16.1469404206
83.8530595794
16%

Complex Query Frequency

A complex query is a longer, more detailed search that often contains multiple keywords, specific conditions, or multi-part questions.

Frequency Percentage
Frequency 24
76
24%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 13%
Transactional 1%
Navigational 1%
Seasonal 0%
Local 0%
Problem Solving 3%

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Market Exposure

Share of Clicks for top 10 UK Software & Technology AI / Machine Learning brands

Here are the Top 10 competitors in the industry by Share of Clicks for the last month.

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Share of Clicks - Last month
Share of Clicks - Last month
Domain Share of clicks
chatgpt.com 96.77
microsoft.com 0.61
adobe.com 0.49
meta.com 0.22
google.com 0.19
creativefabrica.com 0.14
amazon.co.uk 0.13
chatbot.app 0.13
synthesia.io 0.08
speechify.com 0.07
others 1.17
  • chatgpt.com - 96.77%
  • microsoft.com - 0.61%
  • adobe.com - 0.49%
  • meta.com - 0.22%
  • google.com - 0.19%
  • creativefabrica.com - 0.14%
  • amazon.co.uk - 0.13%
  • chatbot.app - 0.13%
  • synthesia.io - 0.08%
  • speechify.com - 0.07%
  • others - 1.17%

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Chatgpt.com dominates with 96.77% click share, overshadowing others like Microsoft (0.61%) and Adobe (0.49%). Others collectively hold 1.17%.

Market Exposure

Share of Spend for the top 10 UK Software & Technology AI / Machine Learning brands

Curious about your market position? Here you can see the Top 10 competitors in the industry by Share of Spend for the last month. 

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Share of Spend - Last Month
Share of Spend - Last Month
Date chatgpt.com microsoft.com adobe.com ibm.com creativefabrica.com meta.com google.com chaton.ai sanalabs.com chatbot.app
2026/02/01 63.07% 5.31% 2.63% 2.4% 1.52% 1.33% 1.41% 0.16% 0.5% 0.09%
2026/02/02 48.81% 6.05% 2.79% 1.66% 1.58% 1.4% 2.04% 1.11% 1.33% 0%
2026/02/03 63.35% 2.57% 1.64% 0.61% 1.45% 0.65% 2.47% 0.61% 0.54% 6.33%
2026/02/04 61.76% 4.4% 2.17% 1.65% 1.08% 0.93% 0.93% 0.68% 0.45% 5.74%
2026/02/05 65.6% 3.09% 2.9% 1.81% 1.1% 0.65% 1.78% 0.72% 1.06% 0.09%
2026/02/06 65.29% 4.75% 3.49% 1.84% 1.05% 0.66% 0.81% 0.76% 1.92% 0.12%
2026/02/07 71.96% 4.34% 3.6% 1.81% 0.54% 0.51% 0.63% 0.38% 0.93% 0%
2026/02/08 72.53% 4.5% 2.61% 2.05% 0.7% 0.57% 0.68% 0.52% 0.44% 0%
2026/02/09 54.61% 6.6% 2.93% 1.31% 1.25% 1.09% 0.95% 0.56% 0.67% 7.73%
2026/02/10 56.33% 6.75% 2.93% 1.19% 1.3% 1.48% 2.95% 0.88% 0.75% 0%
2026/02/11 59.8% 8.67% 5.23% 1.08% 1.32% 0.76% 1.45% 0.56% 0.83% 0%
2026/02/12 67.95% 5.43% 4.06% 0.82% 0.88% 0.34% 1.06% 0.42% 0.58% 0%
2026/02/13 64.86% 4.72% 3.55% 1.83% 1.04% 0.66% 0.81% 0.75% 1.91% 0.12%
2026/02/14 71.56% 4.31% 3.59% 1.81% 0.54% 0.5% 0.62% 0.38% 0.92% 0%
2026/02/15 71.71% 4.45% 2.66% 2.03% 0.7% 0.56% 0.67% 0.51% 0.44% 0%
2026/02/16 54.34% 6.57% 2.91% 1.31% 1.24% 1.08% 0.95% 0.56% 0.67% 7.69%
2026/02/17 62.34% 2.85% 2.78% 1.02% 0.97% 0.54% 2.29% 1.24% 0.45% 10.46%
2026/02/18 71.77% 1.81% 3.4% 0.97% 0.95% 0.39% 0.82% 0.9% 0.21% 0%
2026/02/19 69.97% 1.14% 5.1% 1.09% 0.84% 0.48% 1.98% 0.33% 0.53% 0.04%
2026/02/20 62.85% 3.26% 5.12% 0.8% 1.56% 0.14% 2.03% 0.91% 0.16% 0%
2026/02/21 72.39% 2.15% 3.99% 1.48% 1.06% 0.33% 1.85% 0.73% 1.4% 0.01%
2026/02/22 52.76% 3.22% 6.77% 1.64% 1.67% 0.66% 1.8% 1.44% 0.5% 0%
2026/02/23 69.18% 3.52% 4.93% 0.93% 1.02% 0.39% 2.04% 0.78% 0.42% 0%
2026/02/24 54.26% 4.54% 6.96% 1.54% 1.52% 0.86% 3.62% 0.46% 0.85% 0.01%
2026/02/25 42.16% 8.84% 7.34% 1.67% 2.37% 0.92% 4.35% 1.16% 0.47% 0.08%
2026/02/26 69.17% 4.39% 3.86% 1.29% 1.29% 0.26% 1.89% 0.98% 0.51% 0%
2026/02/27 60.57% 7.16% 4.14% 1.51% 1.81% 0.87% 2.56% 1.44% 0.67% 0%
2026/02/28 72.98% 4.88% 3.09% 1.22% 1.09% 1.05% 0.92% 0.63% 0.61% 0%
  • chatgpt.com
  • microsoft.com
  • adobe.com
  • ibm.com
  • creativefabrica.com
  • meta.com
  • google.com
  • chaton.ai
  • sanalabs.com
  • chatbot.app

Copyright © Adthena. All rights reserved.

In February 2026, ChatGPT.com dominated with fluctuating spend shares, peaking at 72.98%. Microsoft.com saw a mid-month dip, while Adobe.com steadily climbed. Chatbot.app had sporadic spikes, notably on the 17th. The month concluded with ChatGPT.com leading, followed by Microsoft.com and Adobe.com.

Market Exposure

Competitor Count for UK Software & Technology AI / Machine Learning

Ever wondered how many competitors you’re up against in your industry? Well look no further, here we can see the number of advertisers bidding over the last month. 

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Competitor Count - Last month
Competitor Count - Last month
Date Competitor Count
2026/02/01 558
2026/02/02 542
2026/02/03 582
2026/02/04 571
2026/02/05 559
2026/02/06 569
2026/02/07 570
2026/02/08 567
2026/02/09 574
2026/02/10 579
2026/02/11 593
2026/02/12 571
2026/02/13 569
2026/02/14 570
2026/02/15 567
2026/02/16 574
2026/02/17 486
2026/02/18 522
2026/02/19 514
2026/02/20 479
2026/02/21 481
2026/02/22 489
2026/02/23 525
2026/02/24 514
2026/02/25 490
2026/02/26 437
2026/02/27 407
2026/02/28 420

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February began with 558 advertisers, peaking at 593 mid-month. A decline followed, ending at 420.

Campaign Efficiency

Market Loss & Market Gains for UK Software & Technology AI / Machine Learning

Here we’re looking at the Top 10 biggest industry movers by market share gains and losses for the last 30 days.

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Market Loss & Market Gains - Last month
Market Loss & Market Gains - Last month
Name Market Trend
adobe.com 0.17%
google.com 0.06%
chatgpt.com 0.04%
aws.amazon.com 0.04%
synthesia.io 0.03%
chatbot.app -0.02%
canva.com -0.02%
photoroom.com -0.05%
meta.com -0.07%
microsoft.com -0.12%

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Adobe.com surged with a 0.17 increase, while microsoft.com dropped by 0.12. Google.com rose by 0.06, contrasting with meta.com’s 0.07 decline.

Campaign Efficiency

UK Software & Technology AI / Machine Learning Share of Impressions

Take a look at the Top 10 competitors in the industry by Share of Impressions over the last month.

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Date chatgpt.com microsoft.com adobe.com creativefabrica.com zendesk.co.uk meta.com google.com chaton.ai amazon.co.uk chatbot.app
2026/02/01 84.98% 2.96% 1.18% 0.81% 0.67% 0.63% 0.74% 0.08% 0.2% 0.11%
2026/02/02 76.52% 3.82% 1.37% 1% 0.47% 0.8% 1.1% 0.59% 0.17% 0%
2026/02/03 81.44% 1.27% 0.66% 0.68% 0.19% 0.29% 0.98% 0.27% 1% 6.78%
2026/02/04 80.96% 2.38% 0.93% 0.54% 0.21% 0.42% 0.43% 0.31% 0.94% 6.27%
2026/02/05 86.82% 1.63% 1.23% 0.55% 0.04% 0.29% 0.85% 0.33% 0.83% 0.1%
2026/02/06 86.23% 2.67% 1.53% 0.51% 0.01% 0.28% 0.38% 0.35% 0.3% 0.07%
2026/02/07 89.78% 2.22% 1.44% 0.26% 0.31% 0.22% 0.3% 0.17% 0.57% 0%
2026/02/08 89.74% 2.23% 1.07% 0.32% 0.33% 0.24% 0.3% 0.22% 0.34% 0%
2026/02/09 74.74% 3.74% 1.27% 0.67% 0.04% 0.65% 0.53% 0.27% 0.91% 9.25%
2026/02/10 81.11% 3.77% 1.41% 0.73% 0.51% 0.73% 1.33% 0.44% 0.35% 0%
2026/02/11 83.18% 5.05% 2.34% 0.7% 0.29% 0.4% 0.63% 0.27% 0.94% 0%
2026/02/12 87.01% 3% 1.71% 0.43% 0.49% 0.14% 0.46% 0.19% 0.27% 0%
2026/02/13 86.23% 2.67% 1.53% 0.51% 0.01% 0.28% 0.38% 0.35% 0.3% 0.07%
2026/02/14 89.78% 2.22% 1.44% 0.26% 0.31% 0.22% 0.3% 0.17% 0.57% 0%
2026/02/15 89.74% 2.23% 1.07% 0.32% 0.33% 0.24% 0.3% 0.22% 0.34% 0%
2026/02/16 74.74% 3.74% 1.27% 0.67% 0.04% 0.65% 0.53% 0.27% 0.91% 9.25%
2026/02/17 79.35% 1.21% 1.16% 0.47% 0.65% 0.36% 0.94% 0.55% 0% 11.2%
2026/02/18 90.25% 0.69% 1.47% 0.45% 0.3% 0.3% 0.39% 0.4% 0.34% 0%
2026/02/19 88.84% 0.44% 2.23% 0.39% 0.24% 0.34% 0.85% 0.15% 0.68% 0.02%
2026/02/20 84.22% 1.6% 2.44% 0.86% 0.43% 0.05% 0.95% 0.44% 1.13% 0%
2026/02/21 90.31% 0.89% 1.57% 0.47% 0.01% 0.15% 0.83% 0.32% 0.85% 0.01%
2026/02/22 80.59% 1.72% 3.37% 0.92% 0.93% 0.35% 1.01% 0.79% 0.44% 0%
2026/02/23 89% 1.81% 2.16% 0.5% 0.45% 0.16% 0.89% 0.36% 0.03% 0%
2026/02/24 81.26% 2.82% 3.45% 0.91% 0.36% 0.39% 1.71% 0.23% 0.24% 0%
2026/02/25 69.79% 6.34% 4.18% 1.58% 0.98% 0.5% 2.3% 0.68% 1.7% 0.05%
2026/02/26 89.08% 1.99% 1.65% 0.67% 0.02% 0.13% 0.79% 0.44% 0.83% 0%
2026/02/27 83.46% 3.91% 1.78% 0.98% 0.77% 0.34% 1.09% 0.68% 1.84% 0%
2026/02/28 90.51% 2.36% 1.28% 0.54% 0.45% 0.44% 0.39% 0.27% 0.21% 0%
  • chatgpt.com
  • microsoft.com
  • adobe.com
  • creativefabrica.com
  • zendesk.co.uk
  • meta.com
  • google.com
  • chaton.ai
  • amazon.co.uk
  • chatbot.app

Copyright © Adthena. All rights reserved.

In February 2026, ChatGPT.com dominated with a high impression share, peaking at 90.51% on the 28th. Microsoft.com saw fluctuations, ending at 2.36%. Adobe.com and CreativeFabrica.com maintained steady shares, while Chatbot.app had sporadic spikes, notably 11.2% on the 17th.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Software & Technology AI / Machine Learning

Ever wondered how your rivals’ ads are doing? Here we can see the top-performing ads in the industry over the last month.

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Google Text Ad Copy Insights & Creative Trends for UK Software & Technology AI / Machine Learning - Last month
  1. 1
    Online AI Image Generator https://firefly.adobe.com › firefly › ai_image

    Create Images with Text Prompt — Turn Text or Images Into Videos, Then Translate Them Into Over 20 Languages. Try it Now. Create...

  2. 2
    GPT 5.0 now available https://chat.chatbot.app › chatgpt

    AI App developed on GPT 5 — Meet the Chatgpt app , you can ask it any question and get a response in real time. Get AI Assistance for Homework, Day-To-Day Tasks, Essays, Content, Ideas, Translations etc. Try GPT 4o.

  3. 3
    Official ChatGPT Website https://www.chatgpt.com

    Official ChatGPT from OpenAI — The Ultimate How-To Guide for Your Unique Interests. Ask the Official ChatGPT Today. Learn Your Own Way. Try ChatGPT to Become an Expert on Any Topic. Sign Up Today – No Fees.

  4. 4
    AI Assistance For Any Task https://copilot.microsoft.com

    Microsoft Copilot — Chat with Copilot: Your AI Assistant For Every Task. Sign In For The Full Experience.

  5. 5
    AI with Human Accountability https://www.moxo.com

    Connect People, Systems, AI — Templatize your process using AI agents, automations, and human actions. Blend AI...

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In the bustling world of AI-driven PPC ads, Adobe, Chatbot, OpenAI, Microsoft, and Moxo lead the charge. Adobe’s creative AI promises multilingual image generation, while Chatbot’s GPT 5.0 offers real-time assistance. OpenAI’s ChatGPT empowers users to master any topic, Microsoft Copilot provides task-specific AI help, and Moxo blends AI with human accountability.

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