AUS 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 AUS AI / Machine Learning category from the last month. Our Data Analyst, Ask Arlo provides commentary on key findings.

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

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	9.59936188528
	90.4006381147

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	36
	64

36%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent	Distribution
Investigational	18%
Transactional	0%
Navigational	1%
Seasonal	0%
Local	0%
Problem Solving	8%

Market Exposure

Share of Clicks for top 10 AUS 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
google.com	27.21
chatgpt.com	21.54
adobe.com	13.98
creativefabrica.com	5.28
ibm.com	2.88
deevid.ai	2.3
grammarly.com	1.52
amazon.com.au	1.43
design.com	1.26
zerogpt.com	1.21
others	21.39

google.com - 27.21%
chatgpt.com - 21.54%
adobe.com - 13.98%
creativefabrica.com - 5.28%
ibm.com - 2.88%
deevid.ai - 2.3%
grammarly.com - 1.52%
amazon.com.au - 1.43%
design.com - 1.26%
zerogpt.com - 1.21%
others - 21.39%

In the PPC landscape, Google leads with 27.21% click share, followed by ChatGPT at 21.54%. ‘Others’ collectively hold 21.39%, showcasing diverse competition.

Market Exposure

Share of Spend for the top 10 AUS 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	google.com	adobe.com	ibm.com	creativefabrica.com	sabiotrade.com	deevid.ai	top5-websitebuilders.com	latrobe.edu.au	wix.com
2026/02/01	13.33%	17.47%	8.79%	3.33%	4.02%	1.88%	1.68%	2.75%	2.37%	1.6%
2026/02/02	15.07%	17.22%	6.87%	2.96%	3.61%	3%	1.49%	3.01%	1.85%	1.84%
2026/02/03	15.93%	13.89%	3.27%	5.66%	3.08%	1.58%	1.4%	3.25%	2.19%	1.72%
2026/02/04	12.26%	9.44%	8.22%	2.48%	4.75%	3.12%	2.91%	3.43%	3.41%	1.36%
2026/02/05	10.51%	14.69%	6.27%	5.62%	4.17%	2.45%	3.44%	3.45%	3.39%	1.25%
2026/02/06	15.23%	19.45%	6.21%	6.04%	2.56%	2.48%	2.87%	2.02%	2.36%	1.02%
2026/02/07	7.9%	8.49%	6.64%	7.85%	3.38%	3.36%	2.46%	3.96%	3.33%	1.2%
2026/02/08	12.82%	13.08%	7.76%	6.48%	4.26%	3.11%	3.95%	4.04%	2.05%	1.79%
2026/02/09	10.37%	25.51%	7.6%	2.71%	3.03%	1.59%	2.59%	2.94%	2.64%	1.45%
2026/02/10	14.69%	15.38%	13.51%	2.18%	4.48%	2.77%	4.97%	3.35%	2.65%	2.19%
2026/02/11	17.99%	18.36%	8.86%	2.21%	3.34%	1.89%	2.11%	2.02%	1.99%	1.17%
2026/02/12	20.97%	12.27%	12.8%	2.34%	4.47%	2.82%	1.98%	2.94%	2.1%	0.98%
2026/02/13	15.06%	19.23%	6.14%	5.97%	2.55%	2.45%	2.84%	2.01%	2.34%	1.01%
2026/02/14	7.83%	8.41%	6.58%	7.77%	3.35%	3.32%	2.44%	3.92%	3.3%	1.19%
2026/02/15	11.97%	12.2%	7.24%	6.05%	3.98%	2.9%	3.68%	3.77%	1.91%	1.67%
2026/02/16	9.92%	24.4%	7.28%	2.59%	2.9%	1.53%	2.48%	2.86%	2.53%	1.38%
2026/02/17	13.65%	15.15%	11.11%	0.77%	5.73%	1.66%	0.67%	6%	3.42%	1.16%
2026/02/18	16.55%	11.86%	8.91%	2.09%	3.31%	2.88%	1.91%	3.73%	2.86%	2.3%
2026/02/19	17.25%	13.55%	10.01%	8.3%	5.06%	2.93%	1.58%	2.38%	1.78%	0.81%
2026/02/20	16.83%	13.15%	6.7%	7.93%	3.22%	3.66%	1.54%	2.59%	2.31%	0.26%
2026/02/21	23.36%	14.71%	9.67%	3.25%	4.93%	1.85%	0.92%	3.13%	1.62%	1.38%
2026/02/22	17.73%	8.35%	11.16%	11.31%	3.57%	2.54%	2.09%	2.86%	1.72%	1.64%
2026/02/23	20.48%	12.23%	9.93%	2.04%	3.32%	2.46%	3.52%	2.04%	1.7%	1.01%
2026/02/24	17.85%	15.73%	12.15%	1.4%	3.87%	2.65%	3.22%	2.37%	2%	0.82%
2026/02/25	21.03%	13.37%	11.54%	2.7%	3.28%	1.87%	2.05%	2.61%	1.71%	1.34%
2026/02/26	24.14%	7.59%	11.06%	4.55%	5.14%	2.36%	1.25%	3.13%	1.88%	1.39%
2026/02/27	20.09%	8.84%	11.58%	7.46%	3.24%	1.85%	1.96%	1.59%	1.37%	1.19%
2026/02/28	19.87%	11.37%	11.23%	8.83%	3.73%	2.7%	2.56%	2.16%	1.97%	1.6%

chatgpt.com
google.com
adobe.com
ibm.com
creativefabrica.com
sabiotrade.com
deevid.ai
top5-websitebuilders.com
latrobe.edu.au
wix.com

In February 2026, ChatGPT’s ad spend fluctuated, peaking at 24.14% on the 26th. Google saw a high of 25.51% on the 9th. Adobe’s spend was steady, while IBM’s varied, ending at 8.83%.

Market Exposure

Competitor Count for AUS 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	281
2026/02/02	284
2026/02/03	308
2026/02/04	276
2026/02/05	279
2026/02/06	280
2026/02/07	275
2026/02/08	275
2026/02/09	282
2026/02/10	266
2026/02/11	274
2026/02/12	280
2026/02/13	280
2026/02/14	275
2026/02/15	275
2026/02/16	282
2026/02/17	259
2026/02/18	264
2026/02/19	264
2026/02/20	272
2026/02/21	260
2026/02/22	268
2026/02/23	281
2026/02/24	286
2026/02/25	285
2026/02/26	285
2026/02/27	277
2026/02/28	275

In February, advertiser numbers fluctuated, peaking at 308 on the 3rd. The month ended with a slight decline, closing at 275.

Campaign Efficiency

Market Loss & Market Gains for AUS 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
chatgpt.com	6.19%
adobe.com	3.02%
grammarly.com	2.37%
zerogpt.com	2.28%
quillbot.com	0.98%
darktrace.com	-0.51%
creativefabrica.com	-0.67%
moxo.com	-1.01%
figma.com	-1.18%
google.com	-6.33%

Adthena’s data reveals chatgpt.com surged by 6.19%, while google.com dropped by 6.33%. Adobe.com gained 3.02%, and grammarly.com rose 2.37%.

Campaign Efficiency

AUS 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	google.com	adobe.com	ibm.com	creativefabrica.com	grammarly.com	deevid.ai	amazon.com.au	klaviyo.com	figma.com
2026/02/01	20.67%	28.4%	10.48%	1.1%	5.03%	0.08%	1.79%	1.96%	0.09%	3.27%
2026/02/02	20.2%	29.1%	9.84%	2.6%	6.3%	0.08%	2%	1.86%	0.06%	2.39%
2026/02/03	19.58%	21.52%	3.97%	7.71%	4.05%	0.07%	1.36%	0.52%	4.6%	1.98%
2026/02/04	16.64%	19.3%	12.7%	0.64%	7.88%	0.16%	4.86%	1.72%	0.03%	2.15%
2026/02/05	13.67%	30.03%	10.18%	1.61%	7.5%	0.18%	4.04%	1.88%	0.31%	2.29%
2026/02/06	18.28%	29.57%	7.81%	3.81%	4.24%	0.7%	3.08%	1.07%	0.07%	1.7%
2026/02/07	9.03%	13.41%	7.85%	11.46%	5.61%	0.2%	2.18%	1.96%	4.61%	3.13%
2026/02/08	16.16%	20.48%	10.07%	5.56%	6.58%	0.22%	4.74%	1.28%	0.86%	1.78%
2026/02/09	11.43%	38.93%	8.41%	0.62%	3.74%	0.17%	2.03%	1.4%	0.2%	1.85%
2026/02/10	21.99%	25.37%	19.05%	0.59%	6.15%	0.26%	5.08%	1.92%	0.39%	2.54%
2026/02/11	25.04%	29.56%	12.24%	0.4%	4.9%	0.18%	1.88%	1.61%	0.08%	0.2%
2026/02/12	24.96%	15.22%	15.23%	0.44%	6.27%	3.88%	1.94%	0.63%	3.25%	0.09%
2026/02/13	18.28%	29.57%	7.81%	3.81%	4.24%	0.7%	3.08%	1.07%	0.07%	1.7%
2026/02/14	9.03%	13.41%	7.85%	11.46%	5.61%	0.2%	2.18%	1.96%	4.61%	3.13%
2026/02/15	16.16%	20.48%	10.07%	5.56%	6.58%	0.22%	4.74%	1.28%	0.86%	1.78%
2026/02/16	11.43%	38.93%	8.41%	0.62%	3.74%	0.17%	2.03%	1.4%	0.2%	1.85%
2026/02/17	17.83%	25.7%	14.37%	0.27%	7.68%	4.4%	0.75%	0.65%	0.06%	0.26%
2026/02/18	24.72%	18.99%	13.14%	0.4%	5.24%	2.36%	2.2%	0.02%	0.2%	0.24%
2026/02/19	19.94%	20.4%	12.68%	7.23%	6.54%	2.98%	2.1%	0.86%	0.03%	0.44%
2026/02/20	18.54%	20.71%	8.52%	5.38%	4.27%	2.42%	2.1%	2.44%	3.89%	0.43%
2026/02/21	28.14%	19.98%	12.52%	1.62%	6.28%	2.86%	1%	1.87%	3.88%	1.02%
2026/02/22	21.57%	12.55%	14.53%	11.91%	4.29%	3.37%	2.5%	4.82%	3.62%	1.03%
2026/02/23	22.99%	17.45%	12.7%	1.54%	4.31%	1.61%	4.02%	2.71%	2.61%	0.59%
2026/02/24	22.34%	22.04%	16.7%	0.28%	6.24%	1.85%	3.01%	1.81%	1.76%	0.43%
2026/02/25	26.29%	18.55%	15.49%	1.96%	5.38%	2.69%	2.04%	0.77%	2.87%	0.25%
2026/02/26	27.31%	11.27%	14.48%	2.2%	5.79%	4.41%	1.34%	2.04%	2.92%	0.38%
2026/02/27	22.87%	12.37%	14.4%	7%	3.65%	1.06%	2.42%	1.09%	1.56%	0.08%
2026/02/28	23.95%	15.56%	13.92%	8.02%	4.93%	4.75%	2.95%	2.89%	1.87%	0.4%

chatgpt.com
google.com
adobe.com
ibm.com
creativefabrica.com
grammarly.com
deevid.ai
amazon.com.au
klaviyo.com
figma.com

In February 2026, Google led with fluctuating impressions, peaking at 38.93%. ChatGPT saw a mid-month surge, ending strong at 23.95%. Adobe and IBM had modest gains, while Creative Fabrica and Grammarly showed steady growth.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for AUS 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 AUS Software & Technology AI / Machine Learning - Last month

1
AI Image Generator | Available in Adobe Firefly https://firefly.adobe.com › firefly › text-to-image
Discover the Magic of AI Image Generation with Adobe Firefly. Generate Images Now. Adobe...
2
AI image generator by Google https://gemini.google.com
Create images with Gemini — Create captivating images for work, play, and anything in between with Gemini. Google Gemini gives you a new way to bring your imagination to life.
3
Your Personal Digital Employee https://www.ibm.com › watsonx › orchestrate
Simplify Complex Processes — Groundbreaking Technology Designed to Give You More Time to Pursue Your 'Want-To-Do' List.
4
Artificial Intelligence - AI Powered Features https://www.klaviyo.com
Target the right people, grow your list, + drive more repeat sales at higher cart values.
5
Artificial Intelligence Course - Specialise in AI & Automation https://www.torrens.edu.au
Learn In-Demand Skills - Machine Learning, Computer Vision & Speech Recognition & More

In the realm of AI, Adobe, Google, IBM, Klaviyo, and Torrens University captivate with unique offerings. Adobe Firefly enchants with AI image magic, while Google Gemini sparks creativity. IBM’s WatsonX simplifies tasks, Klaviyo boosts sales, and Torrens University nurtures AI expertise.

Frequently Asked Questions

Why is the AUS Software & Technology AI / Machine Learning February 2026 Report useful and how should I use it?

Why is the AUS Software & Technology AI / Machine Learning February 2026 Report useful?

Imagine being able to instantly see your competitors Market Share, Share of Spend and their top performing ad copy so you can effectively benchmark your own performance.

Adthena’s PPC Market Share reports provide an instant view of performance insights across hundreds of sub-industries – so you can do just that.

How to use the AUS Software & Technology AI / Machine Learning February 2026 Report
Think of these reports as a cheat sheet for your industry’s search landscape. Check out this short article for a breakdown of each report and how they can benefit your strategy.
How often is the data updated?

Data within the AUS Software & Technology AI / Machine Learning February 2026 Report is aggregated every month, highlighting the most significant changes from the previous period.
How does Adthena collect this data?

We use observed data from Google’s search results pages. With 20 million Google SERPs indexed per day. Adthena forms a global index of publicly available searches on Google.

On top of observed data, our data science models and patented technology expand on the insights through estimated metrics like market share, share of spend, and more.

We have 12 years of historical data across industries and our custom-built AI models learn from continuously updated data every day.
How accurate is the AUS Software & Technology AI / Machine Learning February 2026 Report?

The AUS Software & Technology AI / Machine Learning February 2026 Report is powered by Adthena’s Whole Market View, which is the patented technology that drives value for our 300 enterprise customers.

Our unique approach to search intelligence ingests Google’s Keyword Planner into its learning models, providing a more accurate and up-to-date view of keyword data compared to traditional panel data methods.

With daily data collection and updates, Adthena offers a closer-to-real-time view of the Google Ads auction, enabling timely insights and adjustments.

Adthena focuses specifically on Google Ads, providing a deep dive into the channel and offering detailed insights into its workings. By processing 10 TB of new data daily and employing AI and machine learning models to analyze millions of Google Ads searches per second, Adthena provides a comprehensive and in-depth view of the competitive landscape.

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Does this include mobile, desktop and Google Shopping data?

Yes. The AUS Software & Technology AI / Machine Learning February 2026 Report aggregates data from across both device types and Google Shopping.
Who is this AUS Software & Technology AI / Machine Learning February 2026 Report for?

The AUS Software & Technology AI / Machine Learning February 2026 Report is for enterprise brands and agencies who want quick and high-level, historical benchmarks that are easily digestible and reveal insights, trends and market winners relevant to their own industry.
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AUS Software & Technology AI / Machine Learning - PPC Market Share Analysis February 2026