I don't think the writers will take this shipping seriously even if they have given hints about it in certain episodes. I have seen both the Japanese and English episodes only up to the ones that have been released as well as the movie trailer and they do push Serena liking Ash however you also have to consider that they were running out of ideas so they decided, "Lets set the anime in France (apparent region of love) since we haven't been there before and we need a new character, I know how about we make a character that has known Ash in the past but we have never mentioned before because we only thought of it now." If they continue the way they are going eventually the anime will be so confusing that 10 year olds will never understand it.