Both ChatGPT and Perplexity AI operate as Large Language Models (LLMs), utilising sophisticated algorithms to generate human-like text based on prompts, but their approaches to information sourcing and presentation differ significantly, impacting business visibility.
- ChatGPT (GPT-4 Turbo now features): Excels at creative content generation – blog posts, social media copy, ad scripts – but relies heavily on its training data, which has a knowledge cut-off. Its ‘Browse with Bing’ function improves current information access.
- Perplexity AI (now features ‘Focus’ and ‘Copilot’): Functions as an ‘answer engine’, actively sourcing information from the web *with* citations. ‘Focus’ allows targeting specific sources (e.g., industry news sites) and ‘Copilot’ refines searches interactively.
- SEO Implications: Perplexity’s cited sources are directly indexable by search engines, potentially driving referral traffic. ChatGPT-generated content requires careful optimisation and fact-checking for SEO.
As of early 2026, Australian businesses need to consider the Australian Consumer Law (ACL) regarding AI-generated content. Misleading or inaccurate information, even if unintentionally produced by an LLM, carries legal risk. Current systems include tools to detect AI-generated text, increasing scrutiny. Furthermore, Google’s algorithms in 2026 heavily favour E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness), which is harder to demonstrate with solely AI-created content. Perplexity’s source citations can bolster E-E-A-T.
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