The State of AI Search
Our quarterly report on how AI answer engines decide what to say, and who they say it about.
A UK-focused reference, updated every quarter with the adoption numbers, the engine-by-engine mechanics, and an honest read on the evidence. Quote any of it, with attribution.
Latest edition
Summer 2026: the UK picture
The UK numbers with their sources attached, what each major answer engine is built on and what it rewards, and an honest read on which evidence is solid and which is not.
This quarter in four numbers
- 26.4m
- UK people using AI tools each month
- UKOM / Ipsos iris, Apr 2026
- 76%
- ChatGPT share of UK AI time, down from 84%
- UKOM / Ipsos iris, Jan 2026
- +232%
- Claude.ai UK audience growth, Jan to Apr 2026
- UKOM / Ipsos iris, Apr 2026
- 15%
- of retrieved pages ChatGPT actually cites
- AirOps, Mar 2026
Inside this edition
- The short version: six things that moved this quarter
- The UK picture in numbers, every figure sourced
- The engines, one by one, and what each rewards
- What we would actually do about it, in priority order
Engines covered
ChatGPT
Google AI
Gemini
Claude
Perplexity
Copilot
What this series is
The State of AI Search is a working reference for teams trying to understand how answer engines choose what to say. It exists because the reliable UK data is scattered, and most of what circulates is neither UK-specific nor independent.
If you want to act on it, see how our AEO agency work improves mentions and citations, or read how we measure AI visibility per engine.
Published quarterly
A standing reference, not a one-off. Each edition re-measures the UK market and tracks the same numbers forward, so you can see what is moving and how fast.
UK-specific, with sources attached
Most AI search statistics are American, global or vendor-generated. We lead with UK measurement from UKOM / Ipsos iris and Ofcom, and every figure carries its source and date inline.
Honest about the evidence
We separate what is solid from what rests on inference, flag research produced by companies with a commercial interest, and never state a ranking formula with more certainty than the evidence allows.
Editions
Each edition is dated and archived, so you can cite a specific quarter. The next one is already scheduled.
Summer 2026
UK Edition
Published July 2026The State of AI Search: UK Edition, Summer 2026
The UK numbers with their sources attached, what each major answer engine is built on and what it rewards, and an honest read on which evidence is solid and which is not.
Read the report →Autumn 2026
UK Edition
Publishing October 2026The State of AI Search: UK Edition, Autumn 2026
The same UK measurement tracked forward, with sector-level visibility data added. Publishing October 2026.
Questions about the series
How often is The State of AI Search published?
Every quarter. The current edition is Summer 2026. The next, Autumn 2026, publishes in October 2026 with the same UK measurement tracked forward and sector-level visibility data added.
Is the report UK-specific?
Yes. We lead with UK measurement from UKOM / Ipsos iris and Ofcom, then add engine architecture and citation research. Every figure carries its source and date inline.
Can I cite or quote the report?
Yes, with attribution. Journalists and analysts are welcome to quote any figure or finding. For the underlying working or a comment for a piece, contact us.
Have a question we have not covered yet? Contact us.
See where you stand today
The report explains the mechanism. This tells you your position: when a UK buyer asks ChatGPT, Claude, Perplexity or Google to recommend a business like yours, does your name appear?
Next edition: Autumn 2026, publishing October 2026, with the same UK measurement tracked forward and sector-level visibility data added.