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UK Software & Technology AI / Machine Learning - PPC Market Share Analysis March 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 7.82052317598
92.179476824
7%

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 19%
Transactional 1%
Navigational 2%
Seasonal 0%
Local 0%
Problem Solving 3%

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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 96.98
google.com 0.56
microsoft.com 0.54
adobe.com 0.51
creativefabrica.com 0.21
synthesia.io 0.08
meta.com 0.08
amazon.co.uk 0.07
zendesk.co.uk 0.07
chaton.ai 0.05
others 0.85
  • chatgpt.com - 96.98%
  • google.com - 0.56%
  • microsoft.com - 0.54%
  • adobe.com - 0.51%
  • creativefabrica.com - 0.21%
  • synthesia.io - 0.08%
  • meta.com - 0.08%
  • amazon.co.uk - 0.07%
  • zendesk.co.uk - 0.07%
  • chaton.ai - 0.05%
  • others - 0.85%

Copyright © Adthena. All rights reserved.

In the PPC landscape, ChatGPT.com dominates with 96.98% click share, overshadowing others like Google.com at 0.56% and Microsoft.com at 0.54%.

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 google.com adobe.com creativefabrica.com microsoft.com chaton.ai zendesk.co.uk top5-websitebuilders.com ibm.com hpe.com
2026/03/01 70.19% 1.59% 3.72% 1.22% 4.71% 1.02% 0.53% 0.68% 1.11% 0.22%
2026/03/02 67.16% 1.9% 4.97% 1.19% 3.68% 1.82% 0.53% 0.72% 1.25% 0.31%
2026/03/03 66.99% 2.19% 3.86% 1.54% 5.05% 0.86% 1.33% 0.66% 1.01% 0.43%
2026/03/04 70.42% 1.57% 3.71% 1.26% 4.46% 1.67% 1.5% 0.6% 1.02% 0.43%
2026/03/05 70.5% 2.37% 2.81% 1.34% 3.09% 1.44% 1.7% 0.57% 1.5% 0.44%
2026/03/06 52.77% 2.05% 6.25% 1.98% 5.15% 2.11% 1.46% 0.97% 2.7% 1.03%
2026/03/07 57.7% 2.3% 5.32% 1.58% 4.19% 2.99% 0.3% 0.82% 1.69% 1.19%
2026/03/08 40.92% 5.92% 4.36% 2.19% 7.57% 1.77% 3.22% 1.2% 2.01% 1.23%
2026/03/09 70.93% 3.46% 3.05% 1.64% 3.04% 0.23% 0.55% 0.54% 0.66% 0.76%
2026/03/10 62.17% 2.53% 3.51% 2.27% 3.43% 2.1% 0.81% 0.86% 1.25% 0.83%
2026/03/11 72.87% 2.77% 2.62% 1.32% 3.01% 1.82% 1% 0.51% 1.03% 0.53%
2026/03/12 63.32% 1.84% 5.19% 2.29% 3.58% 1.86% 1.39% 0.71% 0.86% 0.76%
2026/03/13 68.04% 5.53% 3.6% 1.42% 3.77% 1.3% 0.96% 0.69% 0.49% 0.65%
2026/03/14 66.66% 4.86% 3.51% 1.77% 3.2% 2.06% 0.73% 0.79% 0.51% 0.84%
2026/03/15 51.76% 5.46% 4.39% 2.83% 4.99% 2.45% 1.4% 0.78% 1.48% 0.96%
2026/03/16 70.2% 3.96% 3.42% 1.79% 2.45% 1.47% 0.42% 0.57% 0.69% 0.6%
2026/03/17 66.32% 4.65% 3.42% 2.2% 3.09% 1.03% 1.27% 0.58% 0.7% 0.61%
2026/03/18 66.07% 5.92% 4.17% 1.89% 4.51% 1.26% 2.08% 0.58% 0.65% 0.2%
2026/03/19 62.12% 4.19% 3.61% 2.69% 5.04% 1.86% 0.31% 0.9% 0.43% 0.89%
2026/03/20 70% 3.97% 3.69% 2.22% 4.42% 1.05% 1.28% 0.67% 0.26% 0.23%
2026/03/21 64.18% 4.85% 3.17% 1.03% 4.37% 1.73% 1.87% 0.67% 0.94% 0.44%
2026/03/22 58.57% 6.34% 4.31% 1.62% 6.18% 1.39% 2.36% 0.83% 0.87% 0.35%
2026/03/23 63.05% 4.54% 4.35% 1.62% 4.81% 1.26% 0.76% 0.93% 0.33% 1.03%
2026/03/24 66.1% 4.64% 3.41% 2.2% 3.08% 1.03% 1.27% 0.58% 0.69% 0.61%
2026/03/25 66.56% 5.17% 3.94% 2.15% 5.84% 0.78% 0.37% 0.81% 0.46% 0.34%
2026/03/26 56.44% 5.65% 5.59% 2.46% 8.54% 2.57% 0.59% 1.02% 0.52% 0.22%
2026/03/27 63.64% 4.01% 3.87% 1.39% 7.83% 0.84% 0.63% 1.01% 0.19% 0.14%
2026/03/28 71.45% 3.07% 2.7% 0.42% 5.19% 1.03% 1.22% 0.68% 0.7% 0.16%
2026/03/29 71.71% 4.03% 1.86% 1.29% 4.85% 0.82% 1.93% 0.66% 0.41% 0.41%
2026/03/30 57.17% 8.01% 3.44% 3.13% 7.21% 0.33% 0.72% 0.98% 0.19% 0.44%
2026/03/31 75.44% 3.91% 2.83% 2.41% 1.47% 0.82% 0.73% 0.55% 0.33% 0.1%
  • chatgpt.com
  • google.com
  • adobe.com
  • creativefabrica.com
  • microsoft.com
  • chaton.ai
  • zendesk.co.uk
  • top5-websitebuilders.com
  • ibm.com
  • hpe.com

Copyright © Adthena. All rights reserved.

Chatgpt.com dominated March with fluctuating spend shares, peaking at 75.44% on the 31st. Google and Adobe trailed, with notable spikes mid-month. Microsoft saw a significant drop on the 31st.

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
2026/03/01 408
2026/03/02 422
2026/03/03 409
2026/03/04 403
2026/03/05 400
2026/03/06 401
2026/03/07 379
2026/03/08 382
2026/03/09 385
2026/03/10 379
2026/03/11 383
2026/03/12 370
2026/03/13 384
2026/03/14 354
2026/03/15 359
2026/03/16 380
2026/03/17 362
2026/03/18 354
2026/03/19 373
2026/03/20 375
2026/03/21 352
2026/03/22 362
2026/03/23 362
2026/03/24 362
2026/03/25 338
2026/03/26 318
2026/03/27 340
2026/03/28 307
2026/03/29 319
2026/03/30 311
2026/03/31 295

Copyright © Adthena. All rights reserved.

March began with 408 advertisers, peaking at 422 on March 2. A steady decline followed, ending the month at 295.

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
google.com 0.16%
microsoft.com 0.12%
elevenlabs.io 0.02%
pixverse.ai 0.01%
chatbotapp.ai 0.01%
chaton.ai -0.02%
claude.ai -0.03%
genpact.com -0.03%
adobe.com -0.05%
meta.com -0.05%

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In the past month, Google.com and Microsoft.com surged in click share, gaining 0.16 and 0.12, respectively. Meanwhile, Adobe.com and Meta.com experienced declines, each dropping by 0.05.

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 google.com creativefabrica.com adobe.com microsoft.com zendesk.co.uk amazon.co.uk chaton.ai speechify.com genpact.com
2026/03/01 87.92% 0.83% 0.71% 1.77% 2.55% 0.27% 0.33% 0.44% 0.21% 0.01%
2026/03/02 86.39% 1.23% 0.73% 2.39% 2.02% 0.29% 0.29% 0.83% 0.22% 0.01%
2026/03/03 85.58% 1.33% 0.9% 1.76% 2.89% 0.79% 0.5% 0.38% 0.22% 0.02%
2026/03/04 87.68% 1.07% 0.72% 1.75% 2.46% 0.9% 0.36% 0.73% 0.24% 0.02%
2026/03/05 87.98% 1.41% 0.8% 1.25% 1.75% 0.99% 0.42% 0.62% 0.22% 0.02%
2026/03/06 77.73% 1.71% 1.45% 3.62% 3.5% 1.06% 0.8% 1.12% 0.35% 0.04%
2026/03/07 80.55% 1.49% 1.05% 3% 2.43% 0.07% 0.1% 1.52% 0.4% 0.02%
2026/03/08 66.36% 5.57% 1.82% 2.61% 5.83% 2.33% 0.26% 0.99% 0.52% 2.26%
2026/03/09 88.12% 2.05% 1.01% 1.41% 1.54% 0.29% 0.38% 0.1% 0.21% 0.02%
2026/03/10 83.02% 1.76% 1.61% 1.8% 2.14% 0.5% 0.79% 1% 0.23% 0.81%
2026/03/11 89.7% 1.52% 0.77% 1.12% 1.45% 0.56% 0.52% 0.78% 0.16% 0.02%
2026/03/12 83.67% 0.85% 1.43% 2.69% 2.08% 0.81% 0.15% 0.86% 0.31% 0.78%
2026/03/13 85.66% 3.52% 0.9% 1.7% 2.23% 0.54% 0.35% 0.56% 0.21% 0%
2026/03/14 85.79% 3.13% 1.08% 1.76% 1.64% 0.39% 0.56% 0.93% 0.22% 0.01%
2026/03/15 66.04% 16.84% 1.87% 2.13% 3.03% 0.9% 0.51% 1.1% 0.36% 1.29%
2026/03/16 87.58% 2.46% 1.09% 1.64% 1.4% 0.25% 0.56% 0.61% 0.12% 0.48%
2026/03/17 84.56% 2.84% 1.38% 1.7% 1.9% 0.79% 0.7% 0.46% 0.19% 1%
2026/03/18 84.27% 3.6% 1.14% 1.94% 2.6% 1.3% 0.31% 0.55% 0.15% 0%
2026/03/19 83.76% 2.83% 1.73% 1.84% 3.05% 0.08% 0.1% 0.86% 0.24% 0%
2026/03/20 86.95% 2.65% 1.3% 1.73% 2.61% 0.74% 0.15% 0.44% 0.15% 0%
2026/03/21 84.94% 3.43% 0.65% 1.47% 2.52% 1.18% 0.08% 0.76% 0.2% 0%
2026/03/22 80.35% 4.15% 1.09% 2.24% 3.97% 1.6% 0.08% 0.68% 0.18% 0.01%
2026/03/23 83.42% 3.11% 1.02% 2.15% 2.69% 0.41% 0.2% 0.56% 0.15% 0.61%
2026/03/24 84.56% 2.84% 1.38% 1.7% 1.9% 0.79% 0.7% 0.46% 0.19% 1%
2026/03/25 84.53% 2.88% 1.29% 1.86% 3.36% 0.21% 0.29% 0.34% 0.16% 0.61%
2026/03/26 78.54% 3.75% 1.62% 2.93% 5.63% 0.43% 0.41% 1.25% 0.2% 0%
2026/03/27 82.41% 2.94% 0.89% 1.87% 4.9% 0.35% 0.51% 0.37% 0.23% 0.34%
2026/03/28 87.39% 1.82% 0.25% 1.29% 2.88% 0.73% 0.48% 0.44% 0.12% 0%
2026/03/29 87.87% 2.33% 0.72% 0.8% 2.72% 1.1% 0.43% 0.38% 0.17% 0%
2026/03/30 78.01% 5.55% 2.18% 1.65% 4.49% 0.47% 0.77% 0.16% 0.35% 0%
2026/03/31 90.45% 1.88% 1.43% 1.22% 0.81% 0.4% 0.33% 0.33% 0.2% 0%
  • chatgpt.com
  • google.com
  • creativefabrica.com
  • adobe.com
  • microsoft.com
  • zendesk.co.uk
  • amazon.co.uk
  • chaton.ai
  • speechify.com
  • genpact.com

Copyright © Adthena. All rights reserved.

ChatGPT.com dominated March with fluctuating impressions, peaking at 90.45% on the 31st. Google.com saw a notable spike on the 15th, reaching 16.84%.

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

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

  2. 2
    Official ChatGPT Website https://www.chatgpt.com › signup

    Official ChatGPT from OpenAI — Learn Your Own Way. Try ChatGPT to Become an Expert on Any Topic. Sign Up Today – No Fees. Leverage ChatGPT to Research Topics That Spark Your Interest. Try It with No Fees.

  3. 3
    Chat with Gemini https://gemini.google.com

    Gemini: A new AI assistant — A multi-modal GPT. Use your voice, text, photos, and camera to get help in new ways. Don't let usage caps slow you down. Switch to Gemini for...

  4. 4
    AI Assistance For Any Task https://copilot.microsoft.com

    Ask Copilot, Create Smarter — Chat with Copilot: Your AI Assistant For Every Task. Sign In For The Full Experience.

  5. 5
    Generative AI HelpDesk https://www.zendesk.co.uk

    Try for Free Today. Act Now — Make workflows work for you. Automate your customer support with AI-powered software. Resolve...

Copyright © Adthena. All rights reserved.

In the realm of AI-driven innovation, Adobe, OpenAI, Google, Microsoft, and Zendesk lead with compelling narratives. Adobe’s AI Image Generator transforms text into visuals, while OpenAI’s ChatGPT empowers learning. Google’s Gemini offers multi-modal assistance, Microsoft’s Copilot aids tasks, and Zendesk automates support.

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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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