Brandwave

Azure Data Factory vs Informatica:Which is more popular?

In September 2026, Informatica had more branded searches than Azure Data Factory among data integration and ETL tools worldwide. Informatica had about 368,000 branded searches, while Azure Data Factory had 201,000. Informatica made up 26.7% of all data integration and ETL tool searches we track, and Azure Data Factory accounted for 14.6%. When we asked ChatGPT and Google AI Overviews about data integration and ETL tools, Informatica appeared in four of the five answers and Azure Data Factory in two. Informatica was mentioned before Azure Data Factory in three out of four answers that named either.

Among data integration and ETL tools worldwide in September 2026

Who do people search for more?

Informatica, about 83% more searches than Azure Data Factory

Informatica 368K searchesAzure Data Factory 201K searches

Who does AI mention more?

Informatica, mentioned in 4 of 5 answers, Azure Data Factory in 2

Informatica in 4 of 5Azure Data Factory in 2 of 5

Who does AI recommend more?

Informatica, named ahead of Azure Data Factory in 3 of 4 answers

Informatica first in 3Azure Data Factory first in 1

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Top data integration and ETL tools in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Informatica was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Azure Data Factory was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Informatica was listed before Azure Data Factory in three out of four answers that named either.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Fivetran1st
  2. Airbyte2nd
  3. Informatica3rd
  4. Matillion4th
  5. AWS Glue5th
  6. Azure Data Factory6th
  7. dbt7th
  8. Talend8th
  9. Apache Airflow9th
  10. Domo10th
  11. +4 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Fivetran5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Informatica4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Airbyte4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Matillion4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • dbt4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Talend3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Azure Data Factory2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Apache Airflow2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • AWS Glue2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Domo1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers

+4 more

See every answer about data integration and ETL tools

5 answers

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 Azure Data Factory or Informatica more popular in search?

This chart shows how often people search Google for Azure Data Factory and Informatica by name. Each line represents a brand's share of searches for all 14 data integration and ETL tools we track, month by month, from English-language searches worldwide.

Azure Data Factory and Informatica among data integration and ETL tools worldwide, by month

Share of searches by month for Informatica, Azure Data Factory. The figures are in the table below the chart.

View monthly share of searches table
MonthDomoInformaticaAzure Data FactoryBoomiFivetranMuleSoftWorkatoApache AirflowAirbyteAWS GlueTalendMatilliondbtStitch
Oct 202528.1%28.1%12.5%6.9%4.6%4.6%3.1%3.8%2.5%2.5%1.7%0.76%0.62%0.18%
Nov 202527.6%27.6%12.4%8.3%3.7%4.5%3.7%3.7%2.5%2.5%1.7%0.91%0.61%0.18%
Dec 202535.7%23.9%10.7%8.7%3.2%3.9%3.2%3.2%2.1%2.1%1.8%0.64%0.64%0.15%
Jan 202631.9%26.1%11.7%7.8%3.5%4.3%3.5%3.5%2.3%2.3%1.6%0.86%0.57%0.13%
Feb 202628%28%12.6%8.4%3.8%4.6%3.8%3.1%2.5%2.1%1.7%0.75%0.62%0.18%
Mar 202629.4%29.4%13.1%7.2%3.2%3.9%3.2%3.2%2.2%2.2%1.4%0.79%0.65%0.16%
Apr 202632.6%26.7%12%6.6%3.6%4.4%3.6%3.6%2.4%2%1.3%0.72%0.59%0.14%
May 202633.6%27.5%12.3%6.8%3.7%3.7%3%3%2%1.7%1.4%0.6%0.6%0.14%
Jun 202635%23.4%12.8%7%3.9%3.9%3.9%3.2%2.1%1.7%1.4%0.77%0.77%0.15%
Jul 202630.7%25.1%13.8%9.2%3.4%4.1%3.4%3.4%2.3%1.9%1.2%0.68%0.83%0.13%
Aug 202635.5%23.8%13%8.7%3.2%3.9%3.2%2.6%1.8%1.8%1.2%0.64%0.64%0.1%
Sep 202632.7%26.7%14.6%8%3.6%3.6%2.9%2.4%1.6%1.6%1.1%0.59%0.48%0.12%

How has the Azure Data Factory and Informatica comparison changed over the last 12 months?

3 findings

How did search popularity change for data integration and ETL tools worldwide in September 2026?

2 changes

  1. In September 2026, Informatica gained share of searches among data integration and ETL tools worldwide, from 23.8% to 26.7%.

  2. In September 2026, Azure Data Factory gained share of searches among data integration and ETL tools worldwide, from 13% to 14.6%.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Azure Data Factory’s and Informatica’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.

Azure Data Factory

1 branded search term

  • azure data factory

Informatica

1 branded search term

  • informatica

How the Brand Demand Index is measured

Other head-to-heads among data integration and ETL tools

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