Imagine you need to find information about popular restaurants in Cracow. When you send your inquiry to different large language models (LLMs), you’ll receive different answers.
Why is that?
ChatGPT, Claude, Perplexity, Grok, and Llama — each model “sees” the world differently and draws from different sources. As a result, you get different answers.
In this article, we’ll examine the biggest differences between popular AI tools.
The LLM Ecosystem: Who’s Who
Before we dive into detailed comparisons, let’s go over the most popular options available.
OpenAI (ChatGPT, GPT-4, GPT-5)
Who they are: Pioneer of the LLM revolution. Creators of ChatGPT — the most recognizable AI tool in the world.
Model: GPT-5 (Generative Pre-trained Transformer) — the most advanced version, GPT-4o (optimized), GPT-3.5 (faster, cheaper).
Users: Over 200 million active users weekly (2024 data).
Integrations: Microsoft (Bing, Copilot), business applications, thousands of tools via API.
Characteristics: Considered by many to be the most “conversational” model. Responses sound natural but sometimes too generic. Excellent for content creation, brainstorming, or explaining complex ideas in an accessible way.
Anthropic (Claude, Claude Sonnet)
Who they are: Company founded by former OpenAI employees, with a mission to build “safe and steerable AI.”
Model: Claude 4.5 (Opus, Sonnet, Haiku) — different versions in terms of computational power and applications.
Characteristics: Model recognized as more “cautious” than ChatGPT. Claude avoids controversial topics, focusing on precision and responsibility in responses. Excellent for document analysis, coding, and tasks requiring deeper reasoning.
Users: Smaller user base than OpenAI, but growing — especially in corporate and research environments.
Unique feature: Handles very long contexts, which means you can send it an entire book and ask for analysis.
Perplexity AI
Who they are: Perplexity’s creators are clear — they’re not building a language model itself, but a full-fledged AI-powered search engine. This project was designed from the start as a Google competitor.
Technology: Uses various models as an “engine,” but the key is the search and source aggregation layer.
Characteristics: The model always provides answers with source citations. Practically every sentence has a link to the original article. Very transparent analysis, which makes it perfect for research purposes.
Users: Rapidly growing base, especially among journalists and scientists.
Unique feature: Works like a search engine, not a chatbot. Doesn’t “pretend” to know everything — clearly indicates where it gets its information from.
xAI (Grok)
Who they are: Elon Musk’s company, creating a “rebellious” alternative to “overly politically correct” AI.
Model: Grok was designed to be more “honest” and “uncompromising” in its responses.
Characteristics: This model is decidedly less cautious than the competition. Consequently, quite a bit of controversy has already grown around it. Grok answers questions that other AIs reject. Prefers a direct, sometimes sarcastic tone.
Integrations: Deeply integrated with X (formerly Twitter) — has access to posts, trends, and discussions taking place on that platform.
Users: Mainly users of the X platform.
Unique feature: Real-time access to data from X. Grok sees current trends, viral posts, and discussions about them.
Meta (Llama, Llama 3)
Who they are: Meta (Facebook, Instagram, WhatsApp) — social media giant that entered the world of open-source AI.
Model: Llama 3 — open-source model, available to everyone (for free).
Characteristics: Unlike ChatGPT or Claude, Llama is open-source. Anyone can download this model, run it on their own servers, and customize it to their needs.
Users: Developers, companies, and academic institutions that want full control over AI.
Unique feature: Llama allows for complete customization. You can train your own version of the model for your needs.
How Different Models Index Knowledge
ChatGPT (OpenAI)
History:
Early versions of ChatGPT had a “knowledge cutoff” — a date up to which the model “knew” the world. If you asked about information regarding events after that date:
- You received an incorrect answer
- You received no answer at all
GPT-4 from early 2023 had a cutoff in September 2021. If you asked about something from 2022, it would respond: “I don’t have information on this topic, my knowledge ends in September 2021.”
Today:
ChatGPT offers internet access through SearchGPT (integration in 2024).
How knowledge indexing works:
- Training data: The model refers to static knowledge from the training period (books, articles, websites up to the cutoff period).
- Real-time search: When you need fresh data, ChatGPT queries Google.
- Query fan-out: The model generates related sub-queries to gather complete information.
- Synthesis: The model combines data from training and search into one answer.
Additionally, analysis by Jérôme Salomon (Oncrawl) shows that ChatGPT Search modifies queries by adding the year (e.g., “best CRM 2025”) to guarantee freshness of results.
Claude (Anthropic)
Philosophy:
Anthropic focuses on Constitutional AI. The model is “raised” on ethical principles to be more predictable, safe, and responsible.
How knowledge indexing works:
- Training data: Like ChatGPT, Claude works on a corpus of knowledge gathered up to a specific point.
- Extended context: Unlike the competition, Claude handles very long contexts.
- Internet access: Newer versions have the ability to browse the web, but it’s more controlled than ChatGPT.
Claude prefers authoritative and credible sources. If you’re in prestigious publications, research reports, or official documents — Claude will appreciate it and mention you more often.
Claude’s unique advantage:
You can “drop” an entire report, product documentation, or book into the conversation — and Claude will analyze it for you.
Perplexity
Philosophy:
Perplexity was designed from the start as a model for providing specific answers, not a chatbot.
It’s a model that doesn’t pretend to know everything. Instead, it searches for the necessary information, combines it into one answer, and properly marks its sources.
How knowledge indexing works:
- Real-time web search: Every query triggers an internet search.
- Source aggregation: The model gathers information from multiple sites.
- Authority ranking: The model prefers sources considered credible.
- Transparent citations: Every piece of information in the response has a link to the source.
Perplexity always provides sources. If your site is cited, users see the link directly next to the information.
This model is the closest to traditional SEO out of all AI tools.
Grok (xAI)
Philosophy:
Elon Musk created Grok as a “less censored” alternative to other models on the market.
How knowledge indexing works:
- Training data: Grok reviews sources available in its training data.
- Real-time X integration: The model has instant access to all posts on X.
- Trends and sentiment: Grok sees what’s viral, what people are discussing, and what the sentiment is.
Grok is the only LLM that treats social media as a primary source of knowledge, not an add-on.
What this means for your brand:
- If you’re active on X — Grok will find you.
- If people discuss you on X — Grok will see it.
- If you ignore X — you’re invisible to this model.
Llama (Meta)
Philosophy:
Meta doesn’t create a closed product like OpenAI or Anthropic. Instead, it provides an open-source model that anyone can customize to their needs.
How knowledge indexing works:
- Training data: Llama reviews huge datasets from the internet.
- No real-time search by default: The base version of the Llama model doesn’t have internet access.
- Customization: You can add your own data sources, your own knowledge bases, and your own APIs.
What this means for your brand:
Llama is a “blank slate.” For example, you can use this model to create your own AI assistant.
Example:
An e-commerce company can create a chatbot based on Llama that knows every product in the catalog and answers customer questions about offered services. All based on an internal knowledge base.
Comparison of Generated Responses — Practical Test
Let’s ask all five models the same question:
“Which company in Poland is the leader in men’s cosmetics?”
ChatGPT
Response:
In Poland, there is no single official company that is unequivocally recognized as the “leader in men’s cosmetics” across the entire segment (e.g., in terms of market share) — the market is very fragmented and growing dynamically, with many brands competing in different niches (facial care, beard, shaving, premium, etc.). (All 4 Comms)
🇵🇱 Most recognizable and popular Polish men’s cosmetics brands
In the men’s cosmetics and care segment, both brands dedicated strictly to men and men’s lines from larger manufacturers stand out: (polskiemarki.pl)
🔹 Brands focused on men’s care:
- ZEW for men — Polish men’s cosmetics brand with a wide range of products. (polskiemarki.pl)
- Pan Drwal — popular brand with facial, beard, and hair care products, valued for natural ingredients. (gq.pl)
- BasicLab Masculis — dermocosmetic line created specifically for men’s skin. (gq.pl)
- True Men Skin Care — premium cosmetics brand aimed at men. (gq.pl)
- Veles Man — Polish men’s cosmetics brand with a natural approach. (Pomadziarz.pl)
🔹 Men’s lines from major manufacturers:
- Bielenda — SupremeLab Men Line — men’s cosmetics line from a well-known Polish manufacturer. (gq.pl)
- Dermika 100% For Men — another men’s cosmetics line. (gq.pl)
- Classic brands like Miraculum — Lider — traditional shaving and care cosmetics. (miraculum.pl)
📊 General market situation
The men’s cosmetics segment in Poland is growing dynamically, although it represents a smaller part of the market than products for women. (All 4 Comms) More and more local brands are focusing on men’s offerings, combining natural ingredients, dermocosmetic formulas, and modern marketing. (polskiemarki.pl)
🏆 Who is the “leader”?
From the perspective of recognition in Poland and breadth of offerings among brands focused on men, the most frequently mentioned are: Pan Drwal, ZEW for men, BasicLab Masculis, and True Men Skin Care — these are the brands most often indicated in rankings and articles about Polish men’s cosmetics. (polskiemarki.pl)
👉 If you’d like, I can provide a ranking of these brands by popularity or user opinions based on reviews and ratings.
Characteristics:
- Conversational tone + brand examples
- Caution in statements (“there is no single official company that is unequivocally recognized as the ‘leader in men’s cosmetics’ across the entire segment”)
- General industry context
Claude
Response:
Based on available information, L’Oréal is the overall leader of the Polish cosmetics market, being number 1 in the beauty market in Poland. The company offers men’s products under the L’Oréal Men Expert brand.
As for the men’s cosmetics segment, NIVEA MEN is the world’s leading brand of facial, body, and hair care products for men. In Poland, NIVEA is a market leader in categories such as aftershave balms, which are a key category of products for men.
Other strong brands also operate in the Polish men’s cosmetics market, such as Gillette (shaving cosmetics), as well as Polish companies like Ziaja (Yego series), Soraya (Men Adventure), or Oceanic (AA Men).
It’s worth noting that the men’s cosmetics market in Poland is developing dynamically — according to a KPMG report, men spend nearly 850 million PLN annually on cosmetics and shaving accessories, although this segment still represents a small part of the entire cosmetics market.
Characteristics:
- More analytical tone
- Model provides a clear answer along with examples of leaders in specific subcategories
- Shorter, less elaborate response
Perplexity
Response:
In the Polish men’s cosmetics market, the leader among domestic companies is Ziaja, known for its wide series of products dedicated to men, such as creams, gels, and balms. This company, operating since 1989, enjoys the greatest recognition and availability in pharmacies and drugstores. (kupujepolskieprodukty+1)
Other Polish brands:
- Joanna — specializes in body and hair cosmetics for men. (kupujepolskieprodukty)
- Biały Jeleń — offers hypoallergenic series, including for men. (kupujepolskieprodukty)
- Tołpa and Miraculum — have Dermo Men lines and other aftershave products. (kupujepolskieprodukty)
Dominance of foreign players
Although Ziaja leads among Polish manufacturers, the market is dominated by international brands like Nivea Men, Gillette, or L’Oréal Men Expert, which have the largest shares thanks to mass distribution. Newer natural brands, e.g., Zew for Men or 4 Szpaki, are gaining popularity but are not leaders. (twojranking+2)
Characteristics:
- Transparent source citations
- Every piece of information has a footnote
- Direct linking to sites
- Specified leader among Polish brands
Grok
Response:
In the Polish market for cosmetics strictly for men (especially for shaving, facial care, beard, and body) in 2025/2026, there is no single, undisputed company-leader in all categories, but clear favorites can be distinguished depending on the segment.
Most often recognized as the leader in the classic segment (greatest recognition and sales volume in drugstores, kiosks, Rossmann, etc.):
Lider (Miraculum)
This is still the number 1 brand in terms of availability and tradition in the “men’s shaving cosmetics” category. Green tubes with shaving cream, foams, liquids, and Lider Classic aftershaves have been bought en masse for generations — especially by older and middle-income men. In many rankings and compilations of “most popular Polish men’s cosmetic,” it’s precisely Lider.
However, in the modern, premium/barber/natural segment (beard, face, hair, younger men, specialty stores, e-commerce), the leaders are usually:
- Pan Drwal — most often mentioned as the strongest Polish men’s brand in recent years (especially in beard and hair care)
- Zew for men — very strong position, especially in natural shaving and beard products
- Cyrulicy — currently one of the fastest-growing brands (large community, great gift sets)
- Trzy Szczyty — high in quality rankings
Brief ranking of Polish men’s brand “strength” as of January 2026 (subjective, based on visibility, online sales, and mentions in specialist media):
- Pan Drwal — strongest barber/beard/modern man brand
- Cyrulicy — currently the most dynamic growth, very strong in social media and sets
- Zew for men — premium class, excellent quality, loyal fans
- Lider— unbeatable in the mass market of classic shaving cosmetics
- Trzy Szczyty / Beardburys / True Men / Sigma Men — very good, but slightly smaller reach
In brief:
If you’re asking about the most well-known and most eagerly purchased men’s cosmetics brand in Poland → Lider
If you’re asking about the leader of modern, conscious men’s cosmetics (2024–2026) → Pan Drwal or Cyrulicy
Which segment do you have more in mind? Classic (drugstore) or barber/premium? 😄
Characteristics:
- Direct, informal tone
- Less formal statements
- No clear determination of a single leader (“there is no single, undisputed company-leader in all categories”)
Llama (base version available in Meta AI without customization)
Response:
The leader in men’s cosmetics in Poland is MenSpace, which offers a wide range of beard, hair, facial skin, and body care products. MenSpace cooperates with renowned global and Polish manufacturers, ensuring the highest quality and effectiveness of products.
Other popular Polish cosmetics brands for men include:
- Ether — known for hair and beard care products
- Depot — Italian brand offering hair and beard care products
- Fenix Jewellery & Cosmetics — offers professional men’s care, including face creams with zinc and dandelion
- Janda — brand specializing in men’s skin and hair care products
It’s also worth checking the ranking of Polish cosmetics brands to discover more interesting options.
Characteristics:
- No clear reference to the latest data
- Generic answer
- Suggestion for further actions
What These Differences Mean for Your AIO Strategy
1. There’s No Single “AI Strategy.” You Need a Multi-Channel Approach
As you can see, each model provides a different answer to the same question. It means you can’t create one strategy for all AI tools.
What’s needed here is a multi-channel approach that takes into account the specifics of a given industry and the tools in which you want to appear.
2. Sources Have Different Weight in Different Models
ChatGPT:
Prefers sources that Google considers authoritative + fresh data.
Claude:
Prefers long, substantive sources (white papers, research, documentation).
Perplexity:
Treats all sources transparently — quality and relevance matter.
Grok:
Prefers discussions on X and the latest trends.
Llama:
Depends on how the model was trained or customized.
3. Each Model’s Tone and Style of Response Is Different, Which Affects Your Brand Voice
When choosing the right model for your needs, it’s worth considering whether the tone of a given tool’s responses works well with your brand voice.
Here’s a quick cheat sheet:
- ChatGPT — most “human,” conversational
- Claude — most cautious, analytical
- Perplexity — most transparent, research-oriented
- Grok — most direct, informal
- Llama — depends on customization
What does this mean?
- If your brand is formal, corporate — Claude will represent you consistently.
- If your brand is casual, startup-like — Grok may better capture your vibe.
4. Different Models “See” Different Parts of the Internet
| Model | What it sees best |
| ChatGPT | Content present in Google, news |
| Claude | Long documents, reports, research |
| Perplexity | High-quality articles, expert sources |
| Grok | X (Twitter), trends |
| Llama | Publicly available datasets (or custom databases) |
How to Test Visibility in Different Models — Practical Guide
Step 1: Define Key Queries
Define 5-10 most important questions for your industry that customers might ask AI.
Example (SEO agency):
- “What SEO agency is the best in Poland?”
- “Who specializes in AI Search Optimization?”
- “How to choose an SEO agency?”
- “Which agencies offer comprehensive SEO services?”
- “Who can help me with AI optimization?”
Step 2: Query All Models
Ask the same questions in:
- ChatGPT
- Claude
- Perplexity AI
- Grok
- Llama
Step 3: Analyze Responses
Questions for analysis:
- Was your brand mentioned?
- In what context?
- How often?
- Were links provided?
- Were other brands mentioned — if so, which ones?
- What was the tone of your brand’s description?
Step 4: Identify Gaps
Example:
✅ ChatGPT — mentions your brand
✅ Perplexity — cites with link
❌ Claude — doesn’t mention
❌ Grok — doesn’t mention
Diagnosis: You have good visibility in Google (hence ChatGPT and Perplexity see you), but:
- You lack long, substantive materials (hence Claude skips you).
- You lack activity on X (hence Grok doesn’t know you).
Step 5: Adjust Strategy
For Claude:
- Publish long case studies
- Create comprehensive reports
- Add white papers to your site
For Grok:
- Increase activity on X
- Share expert advice
- Engage in industry discussions
Summary
Each AI model is a separate “world” with its own sources, preferences, and mechanics.
If you want to be visible in the AI Search era, you can’t rely on just one tool.
You need a strategy that includes:
- Traditional SEO
- Long, expert materials
- Social media activity
- Clear structured data
This is the new reality.
Need a Strategy Covering the Entire AI Ecosystem?
At NON.agency, we don’t rely only on one tool. We build AIO strategies that ensure visibility in ChatGPT, Claude, Perplexity, Grok, and other AI tools.
We conduct presence audits across all key models, identify gaps, and create an action plan tailored to your business needs.