Brandwave

Azure Pipelines vs GitLab CI:Which is more popular?

In September 2026, Azure Pipelines had more branded searches than GitLab CI among CI/CD tools in New Zealand. Azure Pipelines had about 40 branded searches, while GitLab CI had 30. Azure Pipelines made up 6.8% of all CI/CD tool searches we track, and GitLab CI accounted for 5.1%. When we asked ChatGPT and Google AI Overviews about CI/CD tools, GitLab CI appeared in all five answers and Azure Pipelines in three. GitLab CI was mentioned before Azure Pipelines in every answer.

Among CI/CD tools in New Zealand in September 2026

Who do people search for more?

Azure Pipelines, about 33% more searches than GitLab CI

Azure Pipelines 40 searchesGitLab CI 30 searches

Who does AI mention more?

GitLab CI, mentioned in every answer we collected

GitLab CI in 5 of 5Azure Pipelines in 3 of 5

Who does AI recommend more?

GitLab CI, named ahead of Azure Pipelines in every answer

GitLab CI first in 5Azure Pipelines never first

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Top CI/CD tools in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, GitLab CI appeared in all five answers. Azure Pipelines was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. GitLab CI was listed before Azure Pipelines in every answer.

Most recommended by AI

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

  1. GitHub Actions1st
  2. GitLab CI2nd
  3. Jenkins3rd
  4. Azure Pipelines4th
  5. Bitbucket Pipelines5th
  6. CircleCI6th
  7. Buildkite7th

Mentioned by AI

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

  • GitHub Actions5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Jenkins5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • GitLab CI5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Bitbucket Pipelines4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Azure Pipelines3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • CircleCI2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Buildkite1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about CI/CD tools

5 answers

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 20, 2026.

Is Azure Pipelines or GitLab CI more popular in search?

This chart shows how often people search Google for Azure Pipelines and GitLab CI by name. Each line represents a brand's share of searches for all seven CI/CD tools we track, month by month, from searches in New Zealand.

Azure Pipelines and GitLab CI among CI/CD tools in New Zealand, by month

Share of searches by month for Azure Pipelines, GitLab CI. The figures are in the table below the chart.

View monthly share of searches table
MonthGitHub ActionsBuildkiteCircleCIAzure PipelinesJenkinsGitLab CIBitbucket Pipelines
Oct 202553.2%11.3%11.3%8.1%4.8%6.5%4.8%
Nov 202551.6%12.5%14.1%6.3%6.3%4.7%4.7%
Dec 202555.9%15.3%8.5%6.8%5.1%6.8%1.7%
Jan 202650.9%9.4%11.3%7.5%11.3%7.5%1.9%
Feb 202647.6%16.7%8.3%4.8%14.3%6%2.4%
Mar 202642.6%12.8%9.6%5.3%20.2%7.4%2.1%
Apr 202644.6%14.9%8.1%4.1%18.9%5.4%4.1%
May 202642.1%18.4%9.2%5.3%15.8%6.6%2.6%
Jun 202650%13.6%10.6%6.1%10.6%6.1%3%
Jul 202646.5%15.5%9.9%4.2%14.1%7%2.8%
Aug 202646%19.5%12.6%5.7%10.3%3.4%2.3%
Sep 202645.8%20.3%11.9%6.8%6.8%5.1%3.4%

How has the Azure Pipelines and GitLab CI comparison changed over the last 12 months?

3 findings
  • The lead changed hands 2 times in the 12 months ending September 2026: GitLab CI took it in February 2026, Azure Pipelines took it in August 2026.
  • Across the 12 months ending September 2026, Azure Pipelines’ share of searches among CI/CD tools in New Zealand moved from 8.1% to 6.8%, and its estimated monthly branded searches moved from 50 to 40.
  • Across the 12 months ending September 2026, GitLab CI’s share of searches among CI/CD tools in New Zealand moved from 6.5% to 5.1%, and its estimated monthly branded searches moved from 40 to 30.

How did search popularity change for New Zealand CI/CD tools in September 2026?

2 changes

  1. In September 2026, Azure Pipelines overtook Jenkins to rank 4th among CI/CD tools in New Zealand, with 6.8% of the searches.

  2. In September 2026, GitLab CI gained share of searches among CI/CD tools in New Zealand, from 3.4% to 5.1%.

How are branded searches counted?

4 search terms

Brandwave collects information about searches that people make online using Azure Pipelines’ and GitLab CI’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 Pipelines

1 branded search term

  • azure pipelines

GitLab CI

3 branded search terms

  • gitlab ci
  • gitlab ci cd
  • gitlabci

How the Brand Demand Index is measured

Other head-to-heads among CI/CD tools

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