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UK Software & Technology AI / Machine Learning - PPC Market Share Analysis September 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 26.8635676639
73.1364323361
26%

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 26
74
26%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 10%
Transactional 2%
Navigational 3%
Seasonal 0%
Local 0%
Problem Solving 6%

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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 89.97
claude.ai 3.32
google.com 1.47
adobe.com 0.94
microsoft.com 0.67
amazon.co.uk 0.41
openart.ai 0.26
coursera.org 0.18
genpact.com 0.14
hpe.com 0.14
others 2.5
  • chatgpt.com - 89.97%
  • claude.ai - 3.32%
  • google.com - 1.47%
  • adobe.com - 0.94%
  • microsoft.com - 0.67%
  • amazon.co.uk - 0.41%
  • openart.ai - 0.26%
  • coursera.org - 0.18%
  • genpact.com - 0.14%
  • hpe.com - 0.14%
  • others - 2.5%

Copyright © Adthena. All rights reserved.

In the PPC landscape, chatgpt.com dominates with 89.97% click share, overshadowing others like claude.ai at 3.32% and google.com at 1.47%. Others collectively hold 2.50%.

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 claude.ai adobe.com google.com openart.ai hpe.com lovable.dev coursera.org microsoft.com genpact.com
2026/09/01 43.42% 0.11% 6.72% 13.84% 0.3% 2.43% 2.75% 1.06% 0.65% 0.26%
2026/09/02 47.04% 0.23% 6.5% 1.71% 0.93% 1.41% 2.62% 1.77% 0.63% 3.83%
2026/09/03 51.84% 0.12% 6.81% 2.86% 0.81% 2.69% 2.36% 0.93% 0.41% 3.32%
2026/09/04 44.52% 0.26% 7.41% 3.86% 0.82% 1.61% 2.12% 3.13% 0.59% 1.6%
2026/09/05 33.03% 23.49% 4.92% 3.49% 0.42% 3.08% 1.8% 1.21% 0.15% 0.35%
2026/09/06 32.58% 17.63% 4.03% 3.42% 0.83% 4.2% 2.57% 1.97% 0.29% 1.93%
2026/09/07 33.43% 13.47% 5.03% 3.56% 1.39% 2.69% 1.75% 1.91% 0.14% 1.33%
2026/09/08 27.96% 17.66% 4.41% 2.18% 0.85% 4.45% 1.62% 0.86% 0.37% 2.49%
2026/09/09 6.72% 20.22% 5.39% 11.52% 1.12% 1.6% 2% 2.33% 1.74% 3.47%
2026/09/10 24.91% 20.48% 5.35% 2.66% 0.66% 2.02% 2.06% 2.11% 0.3% 3.55%
2026/09/11 25.39% 23.66% 7.93% 2.61% 0.8% 2.47% 1.94% 3.34% 0.54% 2.42%
2026/09/12 9.44% 21.55% 6.22% 10.41% 0.54% 5.5% 2.09% 5.22% 0.5% 1.9%
2026/09/13 18.49% 22.15% 6.54% 9.64% 0.35% 0.61% 2.08% 5.39% 0.18% 0.87%
2026/09/14 29.09% 21.05% 5.09% 2.58% 1.15% 0.23% 2.13% 6.25% 1.17% 0.07%
2026/09/15 38.82% 18.53% 3.73% 3.34% 0.91% 1.14% 1.28% 1.15% 0.48% 0.04%
2026/09/16 20.43% 15.05% 4.71% 19.28% 1.99% 2.99% 0.99% 4.35% 0.39% 0.77%
2026/09/17 23.28% 17.74% 5.05% 2.9% 2.08% 4.23% 2.02% 0.75% 0.28% 1.31%
2026/09/18 31.68% 17.92% 4.43% 2.82% 2.2% 2.59% 0.91% 3.34% 0.29% 3.42%
2026/09/19 29.41% 20.98% 3.65% 2.73% 2.69% 2.51% 1.4% 2.78% 0.33% 1.17%
2026/09/20 27.11% 21.09% 3.16% 2.13% 2.55% 4.24% 0.96% 3.88% 0.08% 1.8%
2026/09/21 29.76% 15.38% 3.17% 7.51% 2.75% 1.27% 0.81% 3.4% 0.18% 0.87%
2026/09/22 38.14% 14.88% 3.54% 2.71% 2.35% 0.37% 2.06% 1.58% 0.45% 0.1%
2026/09/23 35.46% 14.08% 2.75% 16.48% 1.27% 1.76% 0.52% 1.25% 0.53% 0.01%
2026/09/24 34.55% 15.8% 3.43% 7.94% 1.98% 1.88% 0.51% 2.42% 0.4% 0%
2026/09/25 31.37% 20.96% 3.24% 2.04% 2.16% 0.96% 1.02% 0.57% 0.48% 1.01%
2026/09/26 34.94% 19.55% 2.1% 19.57% 0.99% 0.88% 0.34% 1.05% 5.71% 0%
2026/09/27 45.04% 16.73% 1.68% 1.27% 1.31% 1.23% 0.47% 1.96% 12.06% 0.01%
2026/09/28 44.23% 14.86% 2.58% 2.17% 2.02% 1.9% 0.51% 2.43% 7.43% 0%
2026/09/29 30.83% 11.97% 2.01% 5.72% 1.35% 1.42% 0.64% 0.27% 28.49% 0.05%
2026/09/30 48.97% 15.38% 2.57% 2.4% 2.23% 0.73% 0.69% 0.62% 0.54% 0.03%
  • chatgpt.com
  • claude.ai
  • adobe.com
  • google.com
  • openart.ai
  • hpe.com
  • lovable.dev
  • coursera.org
  • microsoft.com
  • genpact.com

Copyright © Adthena. All rights reserved.

ChatGPT.com dominated September, peaking at 51.84% on the 3rd, ending strong at 48.97%. Claude.ai surged mid-month, while Adobe.com steadily declined. Microsoft.com spiked on the 29th, reaching 28.49%.

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
2026/09/01 434
2026/09/02 451
2026/09/03 436
2026/09/04 453
2026/09/05 451
2026/09/06 470
2026/09/07 471
2026/09/08 465
2026/09/09 464
2026/09/10 468
2026/09/11 470
2026/09/12 445
2026/09/13 431
2026/09/14 424
2026/09/15 433
2026/09/16 420
2026/09/17 425
2026/09/18 429
2026/09/19 424
2026/09/20 427
2026/09/21 441
2026/09/22 444
2026/09/23 439
2026/09/24 430
2026/09/25 437
2026/09/26 434
2026/09/27 421
2026/09/28 432
2026/09/29 413
2026/09/30 420

Copyright © Adthena. All rights reserved.

September saw a dynamic shift in distinct advertisers, peaking at 471 on the 7th, before gradually declining to 420 by month’s end.

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
chatgpt.com 2.65%
microsoft.com 0.94%
oneadvanced.com 0.1%
openart.ai 0.1%
pipedrive.com 0.08%
genpact.com -0.18%
google.com -0.21%
amazon.co.uk -0.27%
adobe.com -0.76%
claude.ai -0.97%

Copyright © Adthena. All rights reserved.

Chatgpt.com surged with a 2.65 increase, while Claude.ai plummeted by -0.97. Microsoft.com gained 0.94, contrasting Adobe.com’s -0.76 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 claude.ai openart.ai amazon.co.uk google.com adobe.com microsoft.com coursera.org hpe.com genpact.com
2026/09/01 57.16% 0.03% 0.26% 1.53% 28.3% 2.83% 0.21% 0.33% 0.87% 0.02%
2026/09/02 77.72% 0.08% 0.87% 2.16% 1.05% 2.59% 0.22% 0.59% 0.3% 3%
2026/09/03 84.2% 0.04% 0.6% 1.26% 1.42% 2.52% 0.12% 0.25% 0.76% 2.02%
2026/09/04 77.51% 0.11% 0.86% 3.08% 2.53% 3.58% 0.2% 1.39% 0.37% 1.22%
2026/09/05 70.03% 7.04% 0.56% 1.45% 2.79% 2.92% 0.06% 0.8% 1.87% 0.52%
2026/09/06 68.17% 5.17% 0.93% 1.04% 2.63% 2.2% 0.11% 1.32% 2.36% 1.93%
2026/09/07 68.76% 3.99% 1.28% 1.62% 2.64% 3.12% 0.07% 1.22% 1.03% 1.06%
2026/09/08 63.93% 4.86% 0.84% 1.04% 1.65% 2.73% 0.18% 0.28% 2.42% 2.39%
2026/09/09 7.29% 8.69% 1.53% 1.84% 38.44% 4.95% 2.26% 2.15% 0.61% 5.71%
2026/09/10 59.21% 6.5% 0.75% 1.36% 2.61% 3.65% 0.21% 1.64% 0.97% 4.42%
2026/09/11 61.48% 7.66% 1.02% 1.14% 2.35% 5.55% 0.25% 2.18% 1.61% 3.04%
2026/09/12 10.55% 8.31% 0.7% 1.33% 37.63% 5.18% 0.32% 3.77% 4.68% 3.21%
2026/09/13 35.36% 7.44% 0.36% 0.88% 31.18% 4.52% 0.06% 3.54% 0.16% 1.23%
2026/09/14 64.65% 6.66% 0.95% 1.23% 2.16% 3.41% 0.47% 4.53% 0.09% 0.01%
2026/09/15 76.56% 4.74% 0.76% 1.46% 2.42% 1.82% 0.15% 0.37% 0.26% 0.01%
2026/09/16 43.59% 5.87% 2.48% 1.73% 20.91% 3.08% 0.18% 3.3% 1.41% 0.76%
2026/09/17 53.59% 6.81% 2.67% 1.32% 2.93% 3.26% 0.11% 0.42% 3.48% 1.66%
2026/09/18 66.39% 5.88% 2.2% 0.87% 2.38% 2.21% 0.11% 1.94% 1.24% 3.28%
2026/09/19 67.22% 6.67% 2.43% 0.92% 2.03% 1.99% 0.14% 1.42% 1.01% 1.28%
2026/09/20 63.37% 7.05% 2.57% 0.93% 1.82% 1.87% 0.05% 2.67% 2.47% 1.84%
2026/09/21 62.43% 3.78% 1.9% 0.92% 15.15% 1.28% 0.06% 1.72% 0.46% 0.7%
2026/09/22 75.11% 4.29% 1.83% 0.85% 1.85% 1.66% 0.17% 0.81% 0.08% 0.01%
2026/09/23 64.73% 4.28% 1.03% 0.56% 14.08% 1.36% 0.26% 0.72% 0.74% 0%
2026/09/24 56.86% 4.63% 1.69% 0.72% 18.03% 1.65% 0.23% 1.2% 0.98% 0%
2026/09/25 69.47% 6.44% 1.85% 0.83% 1.34% 1.82% 0.19% 0.19% 0.26% 0.81%
2026/09/26 52.49% 4.45% 0.63% 0.38% 24.86% 0.9% 9.42% 0.41% 0.18% 0%
2026/09/27 72.69% 4.03% 0.91% 0.5% 0.79% 0.71% 13.01% 0.9% 0.38% 0%
2026/09/28 71.87% 3.41% 1.21% 0.5% 1.31% 1.11% 12.19% 1% 0.54% 0%
2026/09/29 45.54% 2.49% 0.78% 0.53% 9.13% 0.79% 34.77% 0.06% 0.46% 0.01%
2026/09/30 80.55% 3.95% 1.51% 1.46% 1.45% 0.98% 0.29% 0.16% 0.16% 0%
  • chatgpt.com
  • claude.ai
  • openart.ai
  • amazon.co.uk
  • google.com
  • adobe.com
  • microsoft.com
  • coursera.org
  • hpe.com
  • genpact.com

Copyright © Adthena. All rights reserved.

ChatGPT.com dominated September, peaking at 84.20% on the 3rd. Claude.ai and OpenArt.ai maintained low shares, while Google.com spiked on the 9th and 12th. Microsoft.com surged late month, ending with a dip.

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

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

  2. 2
    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. ChatGPT...

  3. 3
    Claude by Anthropic https://www.claude.ai

    Code, learn, create, and more — Claude Fable 5.1 is here. Built for work that takes hours, not minutes. Go from questions to...

  4. 4
    Microsoft Copilot - The Personalized AI Assistant https://www.microsoft.com

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

  5. 5
    CRM | Pipedrive AI | Pipedrive https://www.pipedrive.com

    Easily Capture and Qualify High-Quality Leads with Pipedrive™ to Close More Deals.

Copyright © Adthena. All rights reserved.

In the realm of AI-driven innovation, Adobe’s Firefly captivates with its multilingual image generation, while ChatGPT offers a personalized guide to curiosity. Claude by Anthropic promises depth in learning, Microsoft Copilot personalizes tasks, and Pipedrive streamlines lead management.

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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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