How Consumers Use ChatGPT, Perplexity, and Google AI Overview

Consumers do not rely on a single tool for information anymore. They switch between LLMs and search engines based on intent. ChatGPT, Perplexity, and Google AI Overview each serve different needs, and understanding these differences is critical for your brand strategy.

ChatGPT: quick answers and creative output
ChatGPT is the first stop for many people looking for direct, conversational answers. They use it to explain complex topics, generate content drafts, and brainstorm ideas. ChatGPT is valued for speed and clarity, but its answers are less transparent since sources are not always provided.

Perplexity: research with citations
Perplexity attracts consumers who want trusted answers supported by links. Students, professionals, and journalists rely on it for research because it highlights sources and builds credibility. This makes Perplexity important for brands seeking authority. If your company appears in citations here, you gain visibility among decision makers.

Google AI Overview: context inside search
Google AI Overview integrates AI results directly into search. Consumers use it when they want fast summaries connected to the web. It blends AI output with traditional links, influencing click-through behavior. For brands, this means your website must be optimized not only for rankings but also for how content is summarized in AI panels.

Why the differences matter

• ChatGPT influences top-of-funnel awareness with broad exposure.

• Perplexity shapes mid-funnel research where credibility matters.

• Google AI Overview impacts final decisions as consumers compare options.

Steps to adapt your strategy

1. Audit how your brand appears in each platform’s answers.

2. Ensure your website and content are easy to parse by LLMs.

3. Target authoritative media coverage to feed into Perplexity’s citations.

4. Monitor changes in Google AI Overview to adjust SEO priorities.

5. Create FAQs and structured data that improve response accuracy.

Winning across all three
Each tool represents a different stage of consumer behavior. By aligning your content and visibility efforts, you meet consumers wherever they search. Ignoring one means missing critical touchpoints. Brands that adapt will dominate conversations across AI-driven platforms, while those that delay will lose ground.