A study of 14.2 million UK bank and card accounts found ChatGPT's share of consumer AI subscription spending fell from 73.5% to 52.5% between December 2025 and July 2026, while Claude's rose from 7.4% to 29.4%.
Dominic Coutts
Nearly every AI visibility tool watches ChatGPT and stops there. On this data about half of UK paid AI spending now sits elsewhere, so a ChatGPT only view of how you show up in AI answers is half the job.
What happened
A study called Who Pays for AI?, published on 5 November, tracked de-identified records from 14.2 million UK bank and card accounts. Between December 2025 and July 2026, ChatGPT's share of UK consumer AI subscription spending fell from 73.5% to 52.5%. Claude's share went from 7.4% to 29.4%. Gemini sat at 5.1%. The whole UK consumer market works out at an annualised rate of around 1.07 billion pounds.
What it means for you
Be careful what you read into it. This counts money, not questions, so it does not tell you which assistant someone uses when they go looking for a supplier like you. It also leaves out free users, subscriptions billed through app stores, and anything a company pays for, which means Gemini is almost certainly undercounted because Google bundles it into Google One and Workspace. What it does show is that the UK is not a one assistant market any more, and most of the tools sold to measure AI visibility still behave as though it is.
What to do
- Ask whoever reports on your AI visibility what it actually covers. If the answer is ChatGPT only, get Claude and Gemini added.
- Spend 20 minutes asking all 3 the 5 questions a buyer would ask before choosing you, and write down who gets named. It costs nothing and tells you more than a dashboard.
- Check your analytics separates referrals from chatgpt.com, claude.ai and gemini.google.com, so you can see which ones send real visitors rather than guessing.
Unite.ai
Real and worth watching, but nothing to act on yet.
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