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UK Software & Technology AI / Machine Learning - PPC Market Share Analysis January 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 15.6159434249
84.3840565751
15%

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 25
75
25%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 15%
Transactional 1%
Navigational 2%
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.

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Share of Clicks - Last month
Share of Clicks - Last month
Domain Share of clicks
chatgpt.com 96.44
microsoft.com 0.56
adobe.com 0.3
transmedia.co.uk 0.27
google.com 0.21
nvidia.com 0.18
meta.com 0.15
ibm.com 0.11
creativefabrica.com 0.1
invideo.io 0.07
others 1.61
  • chatgpt.com - 96.44%
  • microsoft.com - 0.56%
  • adobe.com - 0.3%
  • transmedia.co.uk - 0.27%
  • google.com - 0.21%
  • nvidia.com - 0.18%
  • meta.com - 0.15%
  • ibm.com - 0.11%
  • creativefabrica.com - 0.1%
  • invideo.io - 0.07%
  • others - 1.61%

Copyright © Adthena. All rights reserved.

In the PPC landscape, chatgpt.com dominates with 96.44% click share, overshadowing others like microsoft.com at 0.56% and adobe.com at 0.3%.

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 microsoft.com ibm.com adobe.com creativefabrica.com hpe.com google.com salesforce.com gravitee.io transmedia.co.uk
2026/01/01 73.42% 1.07% 0% 1.44% 0.62% 0.71% 0.53% 1.47% 0.18% 0%
2026/01/02 67.84% 2.89% 0% 1.65% 0.74% 0.47% 0.72% 0.95% 0.38% 0%
2026/01/03 70.75% 4.3% 0% 1.42% 0.47% 0.35% 1.02% 1.13% 0.43% 0%
2026/01/04 69.33% 2.22% 0% 1.76% 0.54% 0.51% 0.54% 1.25% 0.56% 0%
2026/01/05 63.28% 2.87% 0.18% 2.43% 0.78% 0.43% 1.74% 1.36% 0.6% 0%
2026/01/06 49.41% 3.93% 2.52% 2.72% 0.99% 0.81% 1.73% 2.27% 0.76% 0%
2026/01/07 72.43% 0.04% 0% 1.17% 0.69% 0.58% 1.75% 1.65% 0.5% 0%
2026/01/08 52.56% 3.08% 2.05% 2.39% 0.84% 1.04% 1.67% 1.86% 0.76% 7.87%
2026/01/09 48.13% 4.57% 4.59% 3.05% 1.16% 0.77% 1.91% 2.18% 1.28% 0%
2026/01/10 50.5% 4.61% 3.67% 3.81% 1.46% 1.17% 1.71% 2.75% 1.12% 0%
2026/01/11 52.03% 4.51% 3.01% 3.42% 0.96% 0.83% 2.93% 1.9% 0.81% 0%
2026/01/12 57.39% 3.98% 1.63% 3.15% 0.97% 0.69% 2.84% 1.95% 0.76% 0%
2026/01/13 54.66% 4.16% 0.74% 4.18% 1.09% 0.81% 2.62% 1.21% 1.02% 0%
2026/01/14 57.24% 2.29% 0.95% 4.14% 1.41% 0.54% 4.16% 0.8% 1.02% 0%
2026/01/15 45.94% 3.26% 0.74% 2.9% 1.4% 0.87% 2.29% 1.65% 1.21% 9.96%
2026/01/16 47.65% 4.53% 4.54% 3.02% 1.14% 0.76% 1.89% 2.16% 1.27% 0%
2026/01/17 57.71% 6.67% 1.02% 3.06% 0.86% 1.07% 0.86% 1.42% 0.93% 0%
2026/01/18 52.04% 5.89% 1.6% 1.97% 0.89% 1.07% 0.75% 1.16% 0.93% 7.76%
2026/01/19 46.51% 6.02% 0.98% 3.35% 1.35% 1.23% 2.3% 1.22% 1.23% 0%
2026/01/20 56.91% 6.61% 0.83% 3.1% 0.95% 1.14% 1.25% 1.56% 1.09% 0%
2026/01/21 65.15% 4.19% 1.39% 2.95% 0.7% 0.98% 0.95% 1.61% 0.6% 0%
2026/01/22 65.41% 3.99% 0.83% 1.82% 0.6% 0.72% 0.88% 0.87% 0.7% 8%
2026/01/23 61.87% 4.57% 1.11% 3.04% 0.64% 1.46% 2.6% 1.26% 0.94% 0%
2026/01/24 63.4% 6.3% 1.67% 2.67% 0.9% 0.92% 0.78% 1.2% 0.96% 0%
2026/01/25 67.2% 4.64% 1.26% 2.1% 0.68% 0.9% 1.27% 0.98% 0.69% 0%
2026/01/26 60.8% 3.62% 0.98% 2.14% 0.61% 0.85% 1.45% 1.04% 0.94% 0%
2026/01/27 69.56% 3.24% 0.81% 1.57% 0.67% 0.74% 1.98% 0.58% 0.54% 0%
2026/01/28 67.79% 4.53% 0.85% 2.14% 0.67% 0.71% 2.89% 0.29% 0.27% 0%
2026/01/29 59.53% 4.49% 1.62% 1.93% 0.68% 1.02% 2.61% 0.78% 0.38% 0%
2026/01/30 71.23% 2.94% 0.92% 1.6% 0.69% 0.81% 0.5% 0.63% 0.05% 0%
2026/01/31 64.6% 4.26% 2.17% 1.54% 0.93% 0.93% 0.84% 0.68% 0.3% 0%
  • chatgpt.com
  • microsoft.com
  • ibm.com
  • adobe.com
  • creativefabrica.com
  • hpe.com
  • google.com
  • salesforce.com
  • gravitee.io
  • transmedia.co.uk

Copyright © Adthena. All rights reserved.

In January 2026, ChatGPT.com led with fluctuating spend shares, peaking at 73.42% and dipping to 45.94%. Microsoft.com showed steady growth, while Adobe.com and Google.com had moderate fluctuations. The month concluded with ChatGPT.com maintaining dominance.

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
2026/01/01 600
2026/01/02 622
2026/01/03 600
2026/01/04 603
2026/01/05 618
2026/01/06 621
2026/01/07 589
2026/01/08 598
2026/01/09 593
2026/01/10 585
2026/01/11 609
2026/01/12 601
2026/01/13 574
2026/01/14 575
2026/01/15 587
2026/01/16 593
2026/01/17 583
2026/01/18 598
2026/01/19 595
2026/01/20 599
2026/01/21 600
2026/01/22 592
2026/01/23 587
2026/01/24 577
2026/01/25 591
2026/01/26 593
2026/01/27 589
2026/01/28 575
2026/01/29 561
2026/01/30 554
2026/01/31 553

Copyright © Adthena. All rights reserved.

January saw a dynamic shift in distinct advertisers, starting at 600, peaking at 622, and closing at 553, indicating a fluctuating yet declining trend.

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 1.06%
microsoft.com 0.1%
meta.com 0.03%
servicenow.com 0.02%
canva.com 0.02%
google.com -0.09%
apple.com -0.09%
ibm.com -0.13%
adobe.com -0.13%
nvidia.com -0.21%

Copyright © Adthena. All rights reserved.

Chatgpt.com surged with a 1.06 increase, while nvidia.com dropped by 0.21. Microsoft.com gained 0.1, contrasting with ibm.com and adobe.com, both down by 0.13.

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 adobe.com google.com creativefabrica.com ibm.com shopify.com apple.com transmedia.co.uk chatbot.app
2026/01/01 91.34% 0.33% 0.72% 0.32% 0.31% 0% 0.01% 0.44% 0% 0.02%
2026/01/02 84.72% 1.65% 0.78% 0.41% 0.39% 0% 0.01% 0.27% 0% 5.19%
2026/01/03 85.11% 6.8% 0.63% 0.48% 0.22% 0% 0.01% 0.3% 0% 0.07%
2026/01/04 86.57% 0.98% 0.82% 0.31% 0.26% 0% 0.02% 0.26% 0% 5.35%
2026/01/05 84.78% 1.83% 1.23% 0.9% 0.43% 0.02% 0.05% 0.44% 0% 0.12%
2026/01/06 76.32% 2.67% 1.7% 1.23% 0.64% 0.71% 0.03% 0.95% 0% 0.04%
2026/01/07 90.6% 0.01% 0.53% 0.88% 0.34% 0% 0.01% 0.7% 0% 0.01%
2026/01/08 75.11% 1.96% 1.36% 0.84% 0.47% 1.37% 0.03% 0.36% 9.01% 0.01%
2026/01/09 73.25% 3.66% 1.88% 1.44% 0.79% 3.4% 0.05% 0.8% 0% 0.25%
2026/01/10 77.07% 2.94% 2.23% 1.05% 0.94% 2.88% 0.02% 0.39% 0% 0.14%
2026/01/11 77.83% 2.96% 1.79% 1.64% 0.57% 2.18% 0.07% 0.48% 0% 0.16%
2026/01/12 82.4% 2.77% 1.63% 1.69% 0.58% 0.99% 0.03% 0.9% 0% 0.02%
2026/01/13 78.75% 2.91% 2.32% 1.71% 0.67% 0.21% 0.04% 0.55% 0% 0.02%
2026/01/14 82.38% 1.43% 2.17% 2.31% 0.81% 0.28% 0.03% 0.37% 0% 0.03%
2026/01/15 66.74% 2.36% 1.56% 1.55% 0.87% 0.25% 0.04% 0.83% 12.52% 0.15%
2026/01/16 73.25% 3.66% 1.88% 1.44% 0.79% 3.4% 0.05% 0.8% 0% 0.25%
2026/01/17 80.99% 4.36% 1.57% 0.55% 0.47% 0.27% 0.03% 0.66% 0% 0.18%
2026/01/18 72.77% 4.17% 0.99% 0.37% 0.53% 0.55% 0.03% 1.31% 8.79% 0.36%
2026/01/19 63.12% 3.88% 1.6% 1.35% 0.76% 0.22% 15.02% 0.4% 0% 0.41%
2026/01/20 80.64% 5.07% 1.52% 0.78% 0.56% 0.22% 0.01% 0.43% 0.05% 0.07%
2026/01/21 87.64% 2.51% 1.43% 0.56% 0.37% 0.26% 0.01% 0.08% 0% 0%
2026/01/22 82.66% 2.37% 0.84% 0.52% 0.29% 0.15% 0.01% 0.01% 8.11% 0.01%
2026/01/23 85.36% 3.1% 1.57% 1.11% 0.37% 0.22% 0% 0.01% 0% 0%
2026/01/24 87.73% 3.48% 1.13% 0.48% 0.44% 0.28% 0.01% 0.01% 0% 0%
2026/01/25 88.37% 2.58% 0.88% 0.62% 0.34% 0.39% 0.01% 0% 0% 0%
2026/01/26 84.33% 2.27% 1.05% 0.85% 0.35% 0.19% 0.03% 0% 0% 0%
2026/01/27 88.18% 1.86% 0.7% 0.96% 0.34% 0.17% 0.03% 0% 0% 0.01%
2026/01/28 89.45% 2.34% 0.94% 1.16% 0.31% 0.15% 0.08% 0% 0% 0%
2026/01/29 84.46% 2.67% 0.94% 1.27% 0.34% 0.55% 0.05% 0% 0% 0%
2026/01/30 89.64% 1.7% 0.78% 0.29% 0.34% 0.15% 0.02% 0% 0% 0%
2026/01/31 86.46% 2.35% 0.8% 0.53% 0.53% 0.36% 0.02% 0% 0% 0%
  • chatgpt.com
  • microsoft.com
  • adobe.com
  • google.com
  • creativefabrica.com
  • ibm.com
  • shopify.com
  • apple.com
  • transmedia.co.uk
  • chatbot.app

Copyright © Adthena. All rights reserved.

ChatGPT.com dominated January 2026, peaking at 91.34% on the 1st, fluctuating, and ending strong at 86.46%. Transmedia.co.uk and Microsoft.com showed minor presence, while others like Apple.com faded by month’s end.

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

    The Ultimate in Creative AI — Turn Text or Images Into Videos, Then Translate Them Into Over 20 Languages. Try it Now. Create...

  2. 2
    Chatgpt 5.0 now available https://chat.chatbot.app › chatgpt

    AI App developed on GPT 5 — Chatgpt: The AI chat solution that changes everything. Get answers you need anytime. Meet the...

  3. 3
    ChatGPT: Smart and Simple AI https://www.chatgpt.com

    Your everyday AI agent — Experience the Power of AI with the Official ChatGPT. Available for Everyone with No Fees.

  4. 4
    Microsoft Copilot https://copilot.microsoft.com

    Design & Write With Ease — Copilot Leads The Way In Personalized, High-Performance AI Solutions For Every Task. Supercharge Your Ideas With Copilot’s AI Tools For...

  5. 5
    What Is ChatGPT and How Does It Work - Shopify Ireland https://www.shopify.com

    Everything you need to know about AI, ChatGPT, and the business case for generative AI tools.

Copyright © Adthena. All rights reserved.

In the bustling world of AI, Adobe’s Firefly shines with its creative prowess, transforming text into videos across languages. Chatbot.app’s ChatGPT 5.0 promises revolutionary AI chat solutions, while ChatGPT.com offers accessible AI for all. Microsoft’s Copilot empowers with personalized AI tools, and Shopify demystifies AI’s business potential.

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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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