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.
See how often AIOs appear and how search intent is distributed across buying signals.
How often a Google AI overview appears on search terms relevant to this category.
| Frequency | Percentage |
|---|---|
| Frequency | 16.6818734096 |
| 83.3181265904 |
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 |
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Here are the Top 10 competitors in the industry by Share of Clicks for the 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 |
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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.
Curious about your market position? Here you can see the Top 10 competitors in the industry by Share of Spend for the 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% |
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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.
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.
| 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.
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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Hubspot.com surged with a 2.12% click share increase, while chatgpt.com faced a significant drop of 5.93%.
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% |
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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.
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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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.
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 October 2025 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.
Data within the UK Software & Technology AI / Machine Learning October 2025 Report is aggregated every month, highlighting the most significant changes from the previous period.
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.
The UK Software & Technology AI / Machine Learning October 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.
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Yes. The UK Software & Technology AI / Machine Learning October 2025 Report aggregates data from across both device types and Google Shopping.
The UK Software & Technology AI / Machine Learning October 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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