UK Software & Technology AI / Machine Learning - PPC Market Share Analysis May 2025

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.

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
Domain	Share of clicks
microsoft.com	19.42
google.com	8.9
apple.com	5.59
amazon.co.uk	5.41
sap.com	4.46
adobe.com	4.43
claude.ai	3.81
meta.com	3.12
aws.amazon.com	3.11
invideo.io	2.96
others	38.79

Microsoft.com leads with 19.42% click share, followed by Google.com at 8.9%. Others dominate with 38.79%, overshadowing individual competitors.

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
Date	microsoft.com	ibm.com	claude.ai	google.com	adobe.com	apple.com	aws.amazon.com	hpe.com	accenture.com	sap.com
2025/05/01	15.5%	2.83%	2.82%	8.64%	3.04%	3.71%	2.91%	2.6%	2.64%	4.86%
2025/05/02	18.04%	3.17%	2.9%	5.38%	1.56%	3.47%	2.61%	4.82%	4.71%	8.01%
2025/05/03	17.35%	3.27%	2.33%	10.35%	1.37%	3.16%	2.22%	2.48%	3.8%	4.5%
2025/05/04	17.98%	4.12%	4.43%	3.06%	1.67%	3.55%	2.71%	3.51%	2.85%	5.87%
2025/05/05	14.57%	2.96%	4.74%	4.99%	2.16%	3.8%	2.83%	4.48%	4.18%	5.3%
2025/05/06	14.86%	2.03%	1.95%	11.21%	3.33%	2.57%	2.07%	2.6%	3.4%	6.23%
2025/05/07	16.43%	1.72%	1.8%	5.59%	5.14%	2.19%	2.77%	2.01%	3.5%	7.44%
2025/05/08	14.63%	2.44%	2.32%	8%	4.84%	3.19%	2.72%	2.77%	5.29%	6.65%
2025/05/09	13.25%	3.09%	4.72%	6.68%	4.53%	3.86%	3.5%	2.81%	5.13%	6.78%
2025/05/10	14.9%	3.2%	6.63%	8.44%	4.95%	2%	2.82%	3.04%	2.36%	5.67%
2025/05/11	13.21%	3.29%	4.84%	4.55%	4.25%	3.55%	1.87%	4.28%	4.93%	9.78%
2025/05/12	13.82%	2.25%	5.06%	8.23%	3.39%	3.23%	2.52%	0.59%	5.42%	6.04%
2025/05/13	14.46%	2.42%	4.37%	10.39%	2.32%	2.35%	2.35%	2.75%	4.42%	8.31%
2025/05/14	17.71%	1.91%	2.12%	5.72%	2.82%	3.77%	2.62%	3.3%	5.39%	8.32%
2025/05/15	20.75%	1.82%	3.31%	4.87%	2.83%	3.7%	3.32%	2.68%	2.48%	6.83%
2025/05/16	15.4%	2.45%	4.22%	7.68%	4.06%	4.47%	2.83%	3.75%	2.36%	7.4%
2025/05/17	19.12%	5.74%	7.05%	8.3%	3.57%	2.26%	2.52%	1.93%	4.35%	6.45%
2025/05/18	18.53%	4.21%	7.62%	6.94%	2.28%	3.09%	1.84%	4.03%	2.64%	6.99%
2025/05/19	14.23%	3.08%	10.66%	5.58%	3.23%	5.01%	2.28%	2.6%	0.65%	6.03%
2025/05/20	12.38%	2.25%	7.42%	6.41%	4.51%	4.03%	2.19%	3.92%	2.39%	8.46%
2025/05/21	17.26%	1.86%	6.83%	11.6%	3.51%	4.62%	1.92%	1.92%	2.17%	2.82%
2025/05/22	18.02%	2.83%	6.97%	6.69%	3.58%	2.41%	2.31%	0.22%	4.5%	0.04%
2025/05/23	17.21%	4.06%	7.06%	6.32%	3.82%	3.81%	2.45%	2.17%	1.1%	0.02%
2025/05/24	17.18%	4.48%	5.94%	5.12%	4.87%	6.12%	2.5%	1.37%	3.6%	0.06%
2025/05/25	20.02%	6.31%	6.65%	6.97%	4.37%	4.09%	1.88%	1.3%	1.79%	0.03%
2025/05/26	18.47%	3.12%	4.46%	9.15%	4.3%	3.86%	2.06%	4.12%	0.7%	0.02%
2025/05/27	6.05%	3.75%	4.96%	7.39%	3.58%	3.95%	3.32%	3.54%	2.26%	0.05%
2025/05/28	8%	5.35%	5.77%	9.69%	4.37%	5.47%	2.72%	2.72%	1.05%	0.02%
2025/05/29	9.57%	7.01%	6.7%	9.35%	7.04%	3.23%	3.53%	1.7%	0.63%	0.01%
2025/05/30	9.9%	7%	6.39%	5.66%	5.75%	3.87%	3.73%	1.86%	0.35%	0.02%
2025/05/31	11.63%	10.69%	8.6%	6.45%	5.32%	3.18%	2.84%	2.37%	1.13%	0.03%

In May 2025, Microsoft led with fluctuating spend, peaking at 20.75% mid-month. IBM and Claude.ai showed steady growth, while Google and Adobe had varied trends. SAP’s spend plummeted, ending near zero.

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
Date	Competitor Count
2025/05/01	627
2025/05/02	625
2025/05/03	617
2025/05/04	642
2025/05/05	648
2025/05/06	647
2025/05/07	671
2025/05/08	684
2025/05/09	663
2025/05/10	644
2025/05/11	653
2025/05/12	626
2025/05/13	650
2025/05/14	670
2025/05/15	676
2025/05/16	653
2025/05/17	630
2025/05/18	636
2025/05/19	644
2025/05/20	640
2025/05/21	641
2025/05/22	617
2025/05/23	601
2025/05/24	581
2025/05/25	572
2025/05/26	584
2025/05/27	596
2025/05/28	600
2025/05/29	616
2025/05/30	602
2025/05/31	598

May began with 627 advertisers, peaking at 684 on May 8. A decline followed, ending the month at 598.

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
Name	Market Trend
google.com	2.33%
claude.ai	1.82%
elevenlabs.io	1.66%
ibm.com	1.36%
apple.com	1.19%
ten10.com	-0.58%
meta.com	-0.69%
accenture.com	-1.37%
amazon.co.uk	-2.35%
sap.com	-4.4%

In the past month, google.com surged with a 2.33% click share increase, while sap.com faced a 4.4% 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	google.com	claude.ai	adobe.com	apple.com	amazon.co.uk	aws.amazon.com	accenture.com	sap.com
2025/05/01	0%	14.79%	6.98%	2.86%	2.77%	5.3%	16.03%	3.37%	2.19%	5.15%
2025/05/02	0%	17.11%	4.9%	2.52%	1.44%	5.49%	8.92%	3.68%	4.03%	8.59%
2025/05/03	0%	16.38%	9.5%	2.4%	1.47%	5.34%	11.44%	2.94%	3.15%	4.88%
2025/05/04	0%	16.43%	2.59%	3.99%	1.7%	6.36%	11.59%	3.91%	2.18%	6.26%
2025/05/05	0%	12.9%	5.05%	4.58%	2.3%	6.59%	9.14%	3.99%	3.56%	5.54%
2025/05/06	0%	13.76%	10.26%	2.09%	4.11%	4.83%	10.99%	2.9%	2.57%	6.79%
2025/05/07	0%	15.4%	6.11%	2.22%	6.99%	4.41%	10.74%	3.49%	2.18%	7.37%
2025/05/08	0%	13.68%	7.26%	2.47%	6.76%	5.38%	8.71%	3.78%	4.73%	7.17%
2025/05/09	0%	12.28%	5.86%	4.62%	6.12%	7.28%	8.41%	5.05%	4.64%	6.92%
2025/05/10	0%	14.53%	8.32%	6.4%	6.65%	3.53%	5.4%	4.05%	0.99%	6.22%
2025/05/11	0%	10.77%	5.04%	4.96%	5.63%	5.85%	9.16%	2.59%	4.41%	10.03%
2025/05/12	0%	13.05%	7.36%	4.94%	4.46%	6.08%	6.7%	3.46%	5.23%	6.52%
2025/05/13	0%	13.35%	9.33%	4.34%	2.56%	4.56%	7.78%	3.2%	3.75%	9.17%
2025/05/14	0%	15.94%	4.82%	2.47%	3.35%	7.98%	3.38%	3.76%	5.02%	9.36%
2025/05/15	0%	19.33%	4.88%	3.42%	3.37%	6.66%	4.86%	4.84%	1.96%	7.17%
2025/05/16	0%	15.25%	7.7%	5.07%	5.1%	8.03%	1.64%	4.28%	2.02%	8.25%
2025/05/17	0%	17.76%	7.82%	7.44%	4.38%	4.05%	5.99%	3.8%	4.55%	7.03%
2025/05/18	0%	16.74%	6.49%	7.74%	2.87%	6.31%	3.33%	2.52%	2.87%	8.07%
2025/05/19	0%	14.4%	5.88%	10.05%	3.92%	8.32%	6.03%	3.35%	0.27%	6.46%
2025/05/20	0%	11.81%	7.55%	7.61%	5.99%	7.72%	2.86%	3.11%	2.08%	9.82%
2025/05/21	0%	16.44%	16.28%	7.21%	4.29%	7.48%	4.17%	2.73%	1.98%	3.09%
2025/05/22	0%	16.58%	9.26%	6.93%	4.3%	4.94%	5.04%	3.44%	5.06%	0.02%
2025/05/23	0%	17.72%	10.19%	7.24%	4.81%	7.49%	2.71%	3.37%	0.38%	0.01%
2025/05/24	0%	15.86%	7.19%	5.83%	5.75%	9.7%	7.79%	3.21%	3.51%	0.02%
2025/05/25	0%	19.08%	10.66%	6.43%	5.53%	7.89%	1.87%	2.44%	1.81%	0.01%
2025/05/26	0%	17.93%	11.58%	4.52%	5.3%	6.79%	5.28%	2.89%	0.32%	0.01%
2025/05/27	0%	5.6%	12%	4.61%	4.41%	6.72%	6.91%	4.4%	2.13%	0.02%
2025/05/28	2.22%	8.23%	13.71%	5.31%	5.56%	8.69%	4.05%	3.44%	0.42%	0.01%
2025/05/29	3.29%	9.28%	14.1%	5.84%	8.15%	5.6%	6.21%	4.54%	0.17%	0%
2025/05/30	3.1%	9.13%	9.25%	5.85%	6.65%	7.19%	3.52%	5.38%	0.09%	0%
2025/05/31	50.98%	5.73%	4.96%	4.1%	3.39%	2.7%	2.29%	2.16%	0.2%	0%

In May 2025, ChatGPT’s impression share surged dramatically, peaking at 50.98% on the 31st. Microsoft started strong but declined, ending at 5.73%. Google saw fluctuations, closing at 4.96%. Claude.ai and Adobe showed moderate stability, while Accenture and SAP experienced significant drops.

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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1
Official ChatGPT Website http://www.chatgpt.com
Try the Official ChatGPT — Experience the Power of AI with the Official ChatGPT. Available for Everyone with No Fees. Make All the Images You Can Think of, in Any Style, with ChatGPT. Try Today with No Fees.
2
Talk To Claude Today https://www.claude.ai › try › free
Our Most Intelligent Model Yet — Amplify your team's work with the new Claude 3.7 Sonnet, our most intelligent model. Use...
3
Chat with Gemini https://gemini.google.com
Google Gemini — Chat with Google Gemini to collaborate with the best of Google AI. Chat to supercharge your ideas, write, learn, plan and more.
4
AI Image Creation - Create Images for Free https://copilot.microsoft.com
Whatever You Type, Upload or Describe, AI-Powered Microsoft Copilot® can Create an Image.
5
Artificial Intelligence - Revolutionary Technology https://www.sap.com › sap › ai
Use AI agents for decision-making and automation and drive transformative impact with SAP.

In the bustling world of AI, top advertisers like ChatGPT, Claude, Google Gemini, Microsoft Copilot, and SAP captivate audiences with unique propositions. From free AI experiences and intelligent models to collaborative tools and transformative technologies, these ads highlight innovation and accessibility, enticing users to explore AI’s limitless potential.

Frequently Asked Questions

Why is the UK Software & Technology AI / Machine Learning May 2025 Report useful and how should I use it?

Why is the UK Software & Technology AI / Machine Learning May 2025 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 UK Software & Technology AI / Machine Learning May 2025 Report
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How often is the data updated?

Data within the UK Software & Technology AI / Machine Learning May 2025 Report is aggregated every month, highlighting the most significant changes from the previous period.
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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.
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The UK Software & Technology AI / Machine Learning May 2025 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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Who is this UK Software & Technology AI / Machine Learning May 2025 Report for?

The UK Software & Technology AI / Machine Learning May 2025 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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The data on this page is just a sample of the billions of data points we hold at Adthena. The insights generated by Ask Arlo, leverage real-time GenAI to answer questions about your search data.

Our search consultants can introduce you to Whole Market View data that is specific to your organization, based on the size of the relevant search term and competitor universe, and the locations that you need monitoring.

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UK Software & Technology AI / Machine Learning - PPC Market Share Analysis May 2025

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

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

Competitor Count for UK Software & Technology AI / Machine Learning

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

UK Software & Technology AI / Machine Learning Share of Impressions

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

Frequently Asked Questions

Why is the UK Software & Technology AI / Machine Learning May 2025 Report useful and how should I use it?

Why is the UK Software & Technology AI / Machine Learning May 2025 Report useful?

How often is the data updated?

How does Adthena collect this data?

How accurate is the UK Software & Technology AI / Machine Learning May 2025 Report?

Does this include mobile, desktop and Google Shopping data?

Who is this UK Software & Technology AI / Machine Learning May 2025 Report for?

Can I get a custom report for my brand?

What is Ask Arlo?

Customer Success Stories

Get the full picture

See this data specific to your brand performance

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