Alation vs Microsoft Purview:Which is more popular?
In September 2026, Microsoft Purview had more branded searches than Alation among data governance platforms worldwide. Microsoft Purview had about 60,500 branded searches, while Alation had 9,900. Microsoft Purview made up 48.8% of all data governance platform searches we track, and Alation accounted for 8%. When we asked ChatGPT and Google AI Overviews about data governance platforms, Alation and Microsoft Purview each appeared in four of the five answers. Microsoft Purview was mentioned before Alation in four out of five answers.
Who do people search for more?
Microsoft Purview, about 6 searches for every 1 for Alation
Who does AI mention more?
Both were mentioned in 4 of 5 answers.
Who does AI recommend more?
Microsoft Purview, named ahead of Alation in 4 of 5 answers
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Top data governance platforms in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Alation was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Microsoft Purview was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Microsoft Purview was listed before Alation in four out of five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Microsoft Purview4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Atlan4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Collibra4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Alation4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Immuta1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Privacera1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
OneTrust0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about data governance platforms
5 answers
Asked ChatGPT
“Which data governance platform should I use?”
Asked ChatGPT
“What are the best data governance platforms?”
Asked ChatGPT
“What's the best data governance platform for data access control?”
Searched Google, AI Overview
“data governance platforms”
Searched Google, AI Overview
“data governance software”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in the United States on October 20, 2026.
Is Alation or Microsoft Purview more popular in search?
This chart shows how often people search Google for Alation and Microsoft Purview by name. Each line represents a brand's share of searches for all seven data governance platforms we track, month by month, from English-language searches worldwide.
Share of searches by month for Microsoft Purview, Alation. The figures are in the table below the chart.
View monthly share of searches table
| Month | Microsoft Purview | Atlan | Collibra | Alation | Immuta | Privacera | OneTrust |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 40.7% | 22.3% | 22.3% | 10% | 3.6% | 1.1% | 0.06% |
| Nov 2025 | 43.1% | 23.6% | 19.3% | 10.5% | 2.5% | 0.87% | 0.03% |
| Dec 2025 | 41.2% | 22.6% | 22.6% | 10.1% | 2.4% | 1% | 0.04% |
| Jan 2026 | 41.1% | 22.5% | 22.5% | 10% | 3% | 0.83% | 0.04% |
| Feb 2026 | 44.7% | 20.1% | 20.1% | 10.9% | 3.3% | 0.9% | 0.03% |
| Mar 2026 | 46.3% | 20.7% | 20.7% | 9.3% | 2.2% | 0.76% | 0.03% |
| Apr 2026 | 48.1% | 21.5% | 17.6% | 9.6% | 2.3% | 0.79% | 0.03% |
| May 2026 | 43.7% | 23.9% | 19.6% | 8.7% | 3.2% | 0.78% | 0.03% |
| Jun 2026 | 51% | 18.7% | 18.7% | 8.3% | 2.4% | 0.84% | 0.03% |
| Jul 2026 | 46% | 20.6% | 20.6% | 9.2% | 2.7% | 0.82% | 0.03% |
| Aug 2026 | 43.2% | 23.6% | 19.4% | 10.5% | 2.5% | 0.77% | 0.02% |
| Sep 2026 | 48.8% | 21.8% | 17.9% | 8% | 2.9% | 0.58% | 0.02% |
How has the Alation and Microsoft Purview comparison changed over the last 12 months?
3 findings
- Microsoft Purview was ahead of Alation in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Alation’s share of searches among data governance platforms worldwide moved from 10% to 8%, and its estimated monthly branded searches moved from 12.1K to 9.9K.
- Across the 12 months ending September 2026, Microsoft Purview’s share of searches among data governance platforms worldwide moved from 40.7% to 48.8%, and its estimated monthly branded searches moved from 49.5K to 60.5K.
How did search popularity change for data governance platforms worldwide in September 2026?
2 changes
In September 2026, Microsoft Purview gained share of searches among data governance platforms worldwide, from 43.2% to 48.8%.
In September 2026, Alation lost share of searches among data governance platforms worldwide, from 10.5% to 8%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Alation’s and Microsoft Purview’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Alation
1 branded search term
- alation
Microsoft Purview
1 branded search term
- microsoft purview
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