UK Software & Technology AI / Machine Learning - PPC Market Share Analysis October 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.

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.

AIO Frequency

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

Frequency Percentage
Frequency 16.6818734096
83.3181265904
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 28
72
28%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 15%
Transactional 1%
Navigational 1%
Seasonal 0%
Local 0%
Problem Solving 4%

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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.

Share of Clicks - Last month
Share of Clicks - Last month
Domain Share of clicks
chatgpt.com 50.95
chatbot.com 15.73
freshworks.com 4.71
chatbot.app 4.44
claude.ai 3.53
atlassian.com 3
hubspot.com 2.86
zendesk.co.uk 1.87
manychat.com 1.15
sanalabs.com 1.02
others 10.74
  • chatgpt.com - 50.95%
  • chatbot.com - 15.73%
  • freshworks.com - 4.71%
  • chatbot.app - 4.44%
  • claude.ai - 3.53%
  • atlassian.com - 3%
  • hubspot.com - 2.86%
  • zendesk.co.uk - 1.87%
  • manychat.com - 1.15%
  • sanalabs.com - 1.02%
  • others - 10.74%

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Chatgpt.com dominates with 50.95% click share, followed by chatbot.com at 15.73%. Others collectively hold 10.74%, highlighting diverse competition.

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. 

Share of Spend - Last Month
Share of Spend - Last Month
Date chatgpt.com chatbot.com atlassian.com zendesk.co.uk claude.ai hubspot.com manychat.com freshworks.com sanalabs.com chatbot.app
2025/10/01 43.48% 14.45% 1.5% 1.52% 0.13% 1.14% 0% 22.67% 2.97% 1.63%
2025/10/02 36.8% 19.82% 2.07% 0.07% 0.25% 2.1% 0% 22.5% 8.09% 0.02%
2025/10/03 46.02% 14.61% 0% 0.06% 2.42% 1.72% 0% 24.74% 2.21% 0.01%
2025/10/04 48.28% 16.63% 2.19% 0.09% 4.59% 1.7% 0% 7.51% 4.32% 9.05%
2025/10/05 54.42% 13.74% 4.7% 2.32% 0.22% 2.37% 0% 13.96% 0.01% 2.47%
2025/10/06 42.05% 13.73% 4.12% 0.06% 2.12% 3.66% 1.2% 17.74% 0.02% 8.05%
2025/10/07 49.55% 11.72% 4.92% 2.42% 0.21% 1.88% 0% 10.85% 0.01% 6.49%
2025/10/08 53.04% 11.22% 10.8% 2.58% 3.05% 2.71% 0% 0.01% 0.02% 2.75%
2025/10/09 65.6% 11.3% 0.02% 0.01% 3.15% 5.8% 0% 0.06% 0.03% 0.04%
2025/10/10 70.32% 10.76% 0% 0.13% 0.3% 0% 3.81% 0.02% 0.02% 2.33%
2025/10/11 47% 18.45% 0% 2.01% 4.16% 0% 5.1% 0.01% 0.02% 13.61%
2025/10/12 48.72% 20.05% 0% 2% 2.18% 0% 4.09% 0.04% 0.01% 7.86%
2025/10/13 48.73% 22.94% 2.64% 0.04% 2.57% 3.98% 5.88% 0.01% 0% 7.16%
2025/10/14 58.7% 16.32% 0% 6.8% 0.43% 3.36% 0% 0.02% 0.01% 6.68%
2025/10/15 46.66% 10.45% 2.95% 2.8% 13.48% 0% 5.98% 0.01% 0.01% 5.54%
2025/10/16 38.95% 22.16% 3.12% 0.15% 8.8% 2.6% 2.99% 0.03% 0.02% 5.79%
2025/10/17 54.45% 13.31% 5.87% 5.38% 2.77% 2.7% 0% 0.02% 0.01% 5.33%
2025/10/18 41.2% 17.06% 6.04% 1.95% 4.04% 0% 0% 0.02% 0.01% 10.93%
2025/10/19 45.98% 15.82% 0% 2.58% 10.63% 7.66% 0% 0.04% 0.03% 7.43%
2025/10/20 51.16% 10.67% 8.33% 2.74% 3% 0.01% 0% 0.06% 0.01% 0%
2025/10/21 49.7% 16.4% 4.49% 0.05% 9.01% 0% 0% 0.02% 0.01% 8.48%
2025/10/22 64.56% 3.29% 13.53% 0.01% 6.83% 0.01% 0% 0.05% 0.02% 0.04%
2025/10/23 65.42% 14.22% 0% 0% 3.02% 0% 0% 0.02% 0.01% 2.76%
2025/10/24 54.88% 12.27% 0% 5.9% 3.04% 2.88% 0% 0.03% 0.02% 0%
2025/10/25 44.79% 18.49% 0% 6.4% 8.87% 2.99% 2.74% 0.03% 0.04% 2.81%
2025/10/26 45.82% 14.9% 0% 5.16% 7.15% 12.45% 4.42% 0.04% 0.01% 2.25%
2025/10/27 51.92% 24.79% 0% 0.08% 0.28% 2.73% 0% 0.02% 0.04% 2.49%
2025/10/28 38.42% 15.96% 3.52% 2.55% 2.32% 9.56% 0% 0.02% 8.24% 4.29%
2025/10/29 55.57% 16.47% 0% 0.09% 2.89% 8.51% 0% 0.05% 5% 0%
2025/10/30 45.24% 12.34% 8.21% 2.87% 0.26% 7.64% 2.62% 0.02% 0.06% 2.99%
2025/10/31 35.38% 18.84% 12.61% 4.02% 3.99% 3.96% 3.14% 0.03% 0.02% 0%
  • chatgpt.com
  • chatbot.com
  • atlassian.com
  • zendesk.co.uk
  • claude.ai
  • hubspot.com
  • manychat.com
  • freshworks.com
  • sanalabs.com
  • chatbot.app

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Chatgpt.com led October with fluctuating spend, peaking at 70.32% on the 10th. Chatbot.com saw a mid-month surge, while atlassian.com had sporadic activity. Zendesk.co.uk and claude.ai showed consistent low spend. Freshworks.com and sanalabs.com had minimal presence.

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. 

Competitor Count - Last month
Competitor Count - Last month
Date Competitor Count
2025/10/01 668
2025/10/02 666
2025/10/03 673
2025/10/04 658
2025/10/05 661
2025/10/06 669
2025/10/07 677
2025/10/08 683
2025/10/09 667
2025/10/10 668
2025/10/11 658
2025/10/12 654
2025/10/13 659
2025/10/14 654
2025/10/15 651
2025/10/16 645
2025/10/17 645
2025/10/18 640
2025/10/19 636
2025/10/20 648
2025/10/21 658
2025/10/22 621
2025/10/23 659
2025/10/24 656
2025/10/25 646
2025/10/26 643
2025/10/27 675
2025/10/28 661
2025/10/29 673
2025/10/30 651
2025/10/31 653

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October saw a dynamic shift in distinct advertisers, starting at 668 and fluctuating throughout. Mid-month, numbers dipped to 636, but rebounded to 675 by the 27th, closing at 653.

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.

Market Loss & Market Gains - Last month
Market Loss & Market Gains - Last month
Name Market Trend
hubspot.com 2.12%
claude.ai 1.86%
atlassian.com 1.61%
bagoodex.io 1.51%
zendesk.co.uk 0.83%
manychat.com -0.54%
chatbot.com -0.93%
chatbot.app -1.87%
freshworks.com -4.03%
chatgpt.com -5.93%

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Hubspot.com surged with a 2.12% click share increase, while chatgpt.com faced a significant drop of 5.93%.

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.

Date chatgpt.com chatbot.com atlassian.com claude.ai zendesk.co.uk manychat.com hubspot.com freshworks.com sanalabs.com chatbot.app
2025/10/01 46.06% 13.33% 1.34% 0.09% 1.4% 0% 1.33% 24.09% 2.69% 1.35%
2025/10/02 39.47% 18.27% 1.83% 0.18% 0.05% 0% 1.83% 23.82% 7.33% 0.02%
2025/10/03 48.99% 13.46% 0% 2.07% 0.05% 0% 1.92% 25.07% 1.95% 0.01%
2025/10/04 52.06% 15.61% 1.95% 4.09% 0.06% 0% 1.95% 7.83% 3.91% 7.86%
2025/10/05 57.41% 12.53% 4.17% 0.17% 2.16% 0% 2.09% 14.66% 0.01% 2.14%
2025/10/06 43.84% 12.53% 3.58% 1.84% 0.05% 1.79% 3.58% 17.92% 0.01% 7.18%
2025/10/07 49.37% 10.46% 4.19% 0.17% 2.15% 0% 2.09% 10.48% 0.01% 6.29%
2025/10/08 55.16% 9.35% 9.36% 2.67% 2.36% 0% 2.34% 0.01% 0.01% 2.34%
2025/10/09 68.96% 10.32% 0.02% 2.84% 0.01% 0% 5.16% 0.07% 0.03% 0.04%
2025/10/10 73.17% 10.53% 0% 0.27% 0.13% 2.63% 0% 0.02% 0.02% 2.64%
2025/10/11 49.77% 17.9% 0% 3.82% 1.88% 3.58% 0% 0.01% 0.02% 12.53%
2025/10/12 50.29% 19.98% 0% 2.1% 1.87% 3.63% 0% 0.04% 0.01% 7.29%
2025/10/13 50.44% 23.36% 2.34% 2.47% 0.03% 4.67% 4.67% 0.01% 0% 7.01%
2025/10/14 60.46% 16.24% 0% 0.43% 6.57% 0% 3.25% 0.01% 0.01% 6.5%
2025/10/15 48.13% 10.86% 2.72% 13.77% 2.79% 5.43% 0% 0.01% 0% 5.46%
2025/10/16 37.96% 22.3% 2.79% 8.81% 0.15% 2.79% 2.79% 0.02% 0.01% 5.61%
2025/10/17 54.77% 13.97% 5.58% 2.89% 5.68% 0% 2.79% 0.01% 0.01% 5.59%
2025/10/18 40.25% 17.43% 5.81% 4.26% 2.08% 0% 0% 0.02% 0.01% 11.66%
2025/10/19 44.76% 16.03% 0% 11.27% 2.79% 0% 8.01% 0.04% 0.02% 8.02%
2025/10/20 50.01% 11.33% 8.5% 3.19% 3% 0% 0% 0.06% 0.01% 0%
2025/10/21 48% 16.22% 4.63% 9.64% 0.06% 0% 0% 0.02% 0% 9.27%
2025/10/22 57.45% 3.23% 12.92% 6.78% 0.01% 0% 0% 0.04% 0.02% 0.04%
2025/10/23 62.49% 15% 0% 3.24% 0% 0% 0% 0.02% 0.01% 3%
2025/10/24 55.12% 12.44% 0% 3.35% 6.28% 0% 3.11% 0.03% 0.02% 0%
2025/10/25 42.59% 17.47% 0% 9.02% 6.17% 2.91% 2.92% 0.03% 2.95% 2.95%
2025/10/26 45.46% 14.76% 0% 7.61% 5.16% 4.92% 12.3% 0.04% 0.01% 2.47%
2025/10/27 51.31% 23.44% 0% 0.28% 0.09% 0% 2.61% 0.02% 0.04% 2.61%
2025/10/28 39.38% 15.44% 4.41% 2.35% 2.27% 0% 8.82% 0.01% 8.87% 4.41%
2025/10/29 56.61% 15.53% 0% 2.79% 0.08% 0% 7.77% 0.05% 5.23% 0%
2025/10/30 46.05% 11.7% 9.37% 0.21% 2.5% 2.34% 7.03% 0.01% 0.05% 3.12%
2025/10/31 37.59% 17.46% 13.97% 3.64% 3.5% 3.49% 3.49% 0.03% 0.01% 0%
  • chatgpt.com
  • chatbot.com
  • atlassian.com
  • claude.ai
  • zendesk.co.uk
  • manychat.com
  • hubspot.com
  • freshworks.com
  • sanalabs.com
  • chatbot.app

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ChatGPT.com dominated October with fluctuating impressions, peaking at 73.17% on the 10th. Chatbot.com saw a mid-month surge, while Atlassian.com had sporadic visibility. By month’s end, ChatGPT.com maintained a strong lead.

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.

Google Text Ad Copy Insights & Creative Trends for UK Software & Technology AI / Machine Learning - Last month
  1. 1
    Try It Free Today https://www.atlassian.com

    Get Started Today — Make ITSM Your Competitive Advantage With Jira Service Management™. Start for Free Today!

  2. 2
    Chat and Ask AI Anything https://chat.chatbot.app › chatgpt

    Chatbot 5.0 now available — Chatbot: The AI chat solution that changes everything. Get answers you need anytime.

  3. 3
    Chatbot https://www.chatbot.com

    Engage and sell automatically — Support on multiple channels, show offers, and deliver on-point answers with AI automation

  4. 4
    Official ChatGPT Website https://www.chatgpt.com

    Official ChatGPT from OpenAI — Learn Your Own Way. Try ChatGPT to Become an Expert on Any Topic. Sign Up Today – No Fees. ChatGPT Can Recommend a Book, Write You a Poem or Help Plan Your Trip. See for Yourself!

  5. 5
    #1 Free ChatBot Software https://www.freshworks.com

    AI Powered Bots & Messaging — Best in class ChatBots with powerful capabilities to help agents better support customers.

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In the competitive landscape of Google PPC, five standout text ads capture attention with distinct themes and messaging. Atlassian’s ad emphasizes a free trial, positioning Jira Service Management™ as a competitive ITSM advantage. Chatbot.app and Chatbot.com focus on AI-driven solutions, highlighting seamless engagement and automation. ChatGPT.com, from OpenAI, invites users to explore diverse capabilities, from book recommendations to trip planning, all without fees. Freshworks.com promotes its AI-powered ChatBot software, emphasizing superior customer support. Each ad uniquely leverages AI and free trials to entice potential users.

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