Quick Answer
Use ChatGPT Ads for broader reach and diverse user intents across general tasks, creativity, and problem-solving. Use Perplexity Ads when targeting users researching factual information, conducting comparisons, and seeking current events. Many brands benefit from testing both platforms.
Side-by-Side Comparison
| Feature | ChatGPT Ads | Perplexity Ads |
|---|---|---|
| Platform Launch | Ads in January 2026 | Founded 2023, ads emerging |
| Estimated User Base | 800M+ weekly users | 50M-100M monthly users (estimate) |
| Primary Use Case | General-purpose AI assistant | AI-powered search & research |
| Targeting Method | Conversational context | Search queries and research intent |
| Ad Placement | Bottom of AI responses | Within search results or sidebar |
| User Intent Focus | Broad (writing, coding, advice, creative) | Research, comparisons, current information |
| Information Freshness | Knowledge cutoff (can include web browsing) | Real-time information and web results |
| Advertiser Competition | Moderate (newer, growing adoption) | Very low (still developing ad platform) |
| Ad Formats Supported | Text-based recommendations | Text-based, sidebar placements |
| Best For | Products with broad appeal | Research tools, B2B, information products |
Understanding the Core Differences
ChatGPT: General-Purpose AI Assistant
ChatGPT is a versatile AI assistant used for writing, coding, brainstorming, learning, problem-solving, and creative tasks. Users come with diverse needs, from students asking homework questions to professionals seeking advice to creatives looking for inspiration.
The platform's broad user base means your ads reach people across many industries and use cases. This is both a strength (wide reach) and a challenge (less targeted relevance).
Perplexity: AI-Powered Research Platform
Perplexity positions itself as an AI-powered search engine focused on research, factual accuracy, and current information. Users typically come to Perplexity when they need to research topics, compare options, find current news, or verify facts.
This more specialized positioning means your ads reach people with research and discovery intent, making it ideal for information products, comparison tools, and services that benefit from user research behaviour.
Audience Size and Reach Comparison
ChatGPT's Massive Scale
ChatGPT's 800M+ weekly active users significantly outpaces Perplexity. This scale offers access to a much larger audience, but with more diverse intents and use cases. Your ads will reach more people, but may require stronger relevance to convert effectively.
The large audience means faster data collection for optimization and more potential customers across nearly every industry.
Perplexity's Growing but Smaller Base
Perplexity has an estimated 50M-100M monthly users, making it smaller than ChatGPT but still significant. However, these users are often more research-oriented and information-focused. For products targeting researchers, students, professionals conducting due diligence, or comparison shoppers, Perplexity's smaller but more focused audience can be highly valuable.
Targeting and User Intent
ChatGPT Targeting: Conversational Context
Ads in ChatGPT appear based on conversational context. When a user is discussing topics related to your industry or product, ads for relevant solutions can appear. This works well for broad categories like software, education, and services.
The challenge is that ChatGPT conversations are wide-ranging, so relevant context happens frequently but may not indicate strong purchase intent.
Perplexity Targeting: Research Intent
Perplexity's search-focused nature means ads appear when users actively research. A user searching "best project management software" or "how to choose a CRM" is already in research mode, indicating higher intent.
This targeting by research queries works better for products and services where comparison and evaluation are key parts of the buying journey.
When to Use Each Platform
Use ChatGPT Ads When:
- You want maximum reach (800M+ users)
- Your product appeals to broad audiences
- You're testing conversational AI advertising
- You target multiple personas and use cases
- You want lower advertiser competition
Use Perplexity Ads When:
- Users actively research before buying
- Your product requires comparison or evaluation
- You serve students, professionals, or researchers
- You want highly research-intent focused users
- You're a B2B or information product
Key Differences Explained
Information Freshness and Current Events
ChatGPT relies on a knowledge cutoff date, though it can now browse the web in some configurations. Perplexity's core positioning is around providing current, real-time information with source citations.
If your product or service is news-related, current events-focused, or information-sensitive, Perplexity's emphasis on fresh information may make it a better fit.
User Behaviour Patterns
ChatGPT users ask open-ended questions, seek advice, brainstorm ideas, and learn new skills. Perplexity users research specific topics, compare options, and verify facts.
This difference is crucial. ChatGPT is better for top-of-funnel awareness, while Perplexity is better for middle and bottom-of-funnel research and comparison.
Product Category Fit
ChatGPT works well for: Software as a Service (general), educational products, creative tools, productivity apps, consultancy services
Perplexity works well for: Niche research tools, B2B software, data tools, academic resources, expert services, comparison-focused products
Advertiser Ecosystem Maturity
ChatGPT's ad platform is newer but has higher adoption. Perplexity's advertising is still developing, meaning fewer competitors for placements and potentially better positioning for early adopters.
However, Perplexity's advertising tools and reporting may be less mature than ChatGPT's.
Need Help Choosing?
We can analyze your business and recommend whether ChatGPT ads, Perplexity ads, or both will maximize your advertising ROI.
Book a Strategy CallUsing Both Platforms Together
ChatGPT and Perplexity complement each other well:
- ChatGPT: Broad reach, diverse use cases, top-of-funnel awareness
- Perplexity: Research intent, comparison behaviour, more targeted discovery
A user might first learn about your product on ChatGPT, then later search Perplexity to research and compare solutions. Running ads on both platforms lets you reach the same person at different points in their research journey.
Cost and Availability
Both platforms are in the early stages of advertising. Costs are generally lower than established platforms like Google Ads due to less advertiser competition.
ChatGPT's ad platform is more widely available to advertisers. Perplexity's advertising is still in limited availability, with more selective advertiser access. This may change as the platform scales.
Tracking and Measurement
ChatGPT and Perplexity both provide basic performance metrics, but measurement is still developing on both platforms compared to mature ad networks.
Both platforms face the challenge that attribution is complex: users may discover your product on one platform but convert elsewhere. Implement tracking on your website to measure these indirect effects.
Frequently Asked Questions
Which platform has more users: ChatGPT or Perplexity?
ChatGPT has significantly more users with 800M+ weekly active users, compared to Perplexity's estimated 50M-100M monthly users. However, Perplexity's users are more research-focused, which can be valuable depending on your product.
Is Perplexity advertising cheaper than ChatGPT advertising?
Both platforms are new with lower competition than established channels. Perplexity advertising may be slightly cheaper due to the smaller user base and limited advertiser access, but this could change as the platform grows. Test both to see which offers better ROI for your specific goals.
What types of businesses should prioritize Perplexity ads?
Businesses that should prioritize Perplexity include B2B software companies, research tools, academic resources, data and analytics platforms, legal or professional services, and products where customers research and compare before deciding. If your buyers use research and comparison as part of their decision process, Perplexity is valuable.
Can I run the same ads on ChatGPT and Perplexity?
You can use similar messaging, but optimization works better when you tailor your approach. On ChatGPT, ads work better as conversational recommendations. On Perplexity, position your product within research and comparison contexts. Different copy that speaks to each platform's user intent will perform better.
Is Perplexity's real-time information advantage important for ads?
Perplexity's real-time information focus is most important if your product or service is time-sensitive (news, current events, breaking research). For evergreen products and services, the difference is less significant. However, users on Perplexity are still generally in research mode, which affects intent regardless of information freshness.
Should I test ChatGPT ads or Perplexity ads first?
Start with ChatGPT if you want maximum reach and are new to AI advertising. Start with Perplexity if your customers are researchers or if you're in B2B. Ideally, test both with 10-20% of your budget to see which generates better results for your specific business. Monitor conversion rates and ROI to guide your decision.