ChatGPT vs. Perplexity on Keeping CRM Data Clean

AI can literally do anything if given the right parameters with prompts and data.

In fact, companies today use AI tools like Chatgpt and Perplexity to enrich contact data or discover contact opportunities, but they can also be used to clean and manage contact data.

The problem is a disjointed, disorganized Customer Relationship Manager, or CRM for short, hampers the ability for businesses to contact leads, nurture relationships, and close sales.

The solution is that modern AI tools are changing the game, helping orgs keep their CRMs clean, organized, and up-to-date. 

There are a few options when it comes to CRM data cleaning, but many companies will consider their best option around using two of the top choices out today: Perplexity vs ChatGPT. 

Both can iron out the inaccuracies in your CRM, which is great for the data clean, but how does ChatGPT vs Perplexity compare when handling unstructured data, deleting duplicates, and performing other key tasks?

Below, we compare the two so you can determine the right choice for your business.

Why CRM Data Hygiene Matters

CRM data hygiene is essential. It prevents:

• Inaccuracies – Incorrect phone numbers, mailing addresses, and other client information make conducting outreach nearly impossible.
• Duplicates – Double entries waste space on your CRM, slow your ability to locate key information, and make you second-guess the accuracy of your data.
• Outdated records – Phone numbers, email addresses, and other key info can change overnight. If a client entry is older, it’s likely to contain inaccurate or incomplete data.

While issues like these plague many businesses' CRMs, modern AI tools offer a quick and simple remedy.

AI tools are not meant to replace current systems, they sit as a layer between the data enhancing it and correcting it in real-time.

How AI Is Being Used for CRM Cleaning

AI models clean CRMs via:

• LLM-driven validation, which checks your data against publicly available information to confirm or correct client details.
• Enrichment suggestions, which can add missing data or extra CRM information to your client data.
• Summarization features to compile information across your CRM and offer quick, actionable insights into larger datasets.

So, how does ChatGPT vs Perplexity stack up across these and other key functions?

Data Validation Capabilities Compared

Both ChatGPT and Perplexity validate information using internal logic and online searches. They can parse data to identify flagrant inconsistencies, like when a company’s phone number belongs to a different country than its business registration. 

They also use publicly available information, such as company webpages, profiles on career sites, and similar sources to verify key customer and firmographic data.

Since Perplexity relies heavily on ChatGPT for web searches, they’re relatively matched in terms of data validation capabilities. 

Handling Structured vs. Unstructured Data

Both models’ pattern recognition capabilities help them recognize, refine, and reorganize unstructured data. If a particular detail is missing from an entry, such as a company’s phone number, they can identify the unknown information, search the web for it, and complete the customer profile.

They can then organize that entry back into its correct place in your CRM. 

With prompts to automatically monitor and update your CRM, both tools can prevent incomplete or inaccurate future entries.

Reducing Duplicates and Standardizing Records

Custom ChatGPT and Perplexity models let you set standard rules for cleaning your CRM. These dictate how your entries are recorded, stored, and organized. 

Both tools can also identify and mitigate duplicate entries. They can completely eliminate identical profiles or bring them to your attention for review. 

Limitations and Hallucination Risks

While generative AI models can help clean your CRM, their outputs don’t always reflect reality. Estimates for data accuracy vary, but both ChatGPT and Perplexity are prone to hallucinations:

• ChatGPT – Depending on the query, OpenAI admits ChatGPT hallucinates anywhere from 33% to 79% of answers.
• Perplexity – In independent studies, Perplexity (confidently) answered around 37% of questions incorrectly.

Without a verified database of customer information, AI models select the information they believe is accurate to populate your CRM. While some entries may be correct, there will almost certainly be inaccuracies as well. 

Workflow Integration and Automation

Both Perplexity and ChatGPT integrate into popular CRMs via third-party apps and connectors. This allows you to utilize their capabilities wherever you work, instead of relying on their browser-based functions. 

Additionally, both offer utility beyond your CRM if you use other RevOps and organizational tools. ChatGPT works smoothly on over 8,000 platforms without having to write a single line of code.

Perplexity's ecosystem isn’t quite as robust, but still offers integration potential.

Compliance and Governance Considerations

Importantly, both ChatGPT and Perplexity offer Health Insurance Portability and Accountability Act (HIPAA) and General Data Protection Regulation (GDPR) compliance.^, With custom models, either can be set to audit and justify their actions and outputs. 

By default, they both provide data sources for each response they generate. 

Who wins: They wind up essentially tied.

When to Use AI vs. Dedicated Data Providers

AI isn’t a replacement for verified CRM enrichment programs; it’s a supplement. Because the data it provides is validated via web searches, there’s always a potential for error.

Verified databases, on the other hand, offer real customer contacts, phone numbers, industry information, and more. They’re checked rigorously to ensure accuracy and timeliness, and they don’t present hallucination risks like standard AI models.

Best Practices for AI-Assisted CRM Cleaning

If you're deciding between Perplexity Pro vs ChatGPT Plus, or a similar premium AI model, consider its usefulness across your organization. If it can also assist you with content generation, message drafting, and other creative tasks, it may be worth the investment.

If you’re only looking to clean your CRM, choose a tool that’s purpose-built for data organization, lead-ranking, and more to make your adoption Seamless.

Make Your CRM Cleanup Seamless

Your choice between Perplexity vs ChatGPT for CRM cleanup doesn't have to be binary. Either tool can help you organize your data, but neither is perfectly suited for the job. Both can benefit from Seamless.

Seamless’s AI sales prospecting tools and verified customer data can help you build and maintain a more robust, validated CRM than any LLM or AI tool. With well over a billion verified contacts and intelligent autopilot features that automate data updates, outreach, and more, Seamless saves RevOps teams significant time and effort on their most essential tasks.

For clean data and total customer access, don't rely on manual searches or data pulls, reorganize your CRM with Seamless.

FAQ

What Is ChatGPT?

The world’s leading Large Language Model (LLM), ChatGPT, offers adept analytical capabilities. In recent studies, ChatGPT outperformed humans across traditional pattern recognition and summarization-based assessments, like written tests. 

ChatGPT also enables rules-based frameworks to better handle CRM cleanup. Custom GPTs allow you to leverage models with an established set of prompts and guidelines, giving you more control over your CRM’s reorganization.

What Is Perplexity?

Unlike ChatGPT and other popular AI platforms, Perplexity isn’t an LLM. Instead, it’s an AI-powered conversational search engine that interacts with LLMs (like ChatGPT) in real time as it compiles answers.

Perplexity’s answers come in the form of summaries, which include the information it finds most relevant and useful. Each answer also features a list of original sources, allowing you to verify outputs on your own.

What is Seamless?

The other tools are conversational apps that are designed around providing outputs where Seamless is a sales tool built by sales pros for sales teams.

It maximizes growth potential by finding ideal customer profiles and generating meaningful outreach based on intent data signals and supported with the help of AI. AI is not the main aspect, but a layer that helps ensure accurate and reliable contact information in real-time.

Ready to learn to what Seamless can do for you. Start getting better CRM data today on a free account with 50 credits when you sign up.

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Research Sources: 

National Library of Medicine Human versus Artificial Intelligence: ChatGPT-4 Outperforming Bing, Bard, ChatGPT-3.5 and Humans in Clinical Chemistry Multiple-Choice Questions. https://pmc.ncbi.nlm.nih.gov/articles/PMC11421444/. . 

OpenAI. Creating and editing GPTs. https://help.openai.com/en/articles/8554397-creating-and-editing-gpts. 

Perplexity. How does Perplexity work?. https://www.perplexity.ai/help-center/en/articles/10352895-how-dos-perplexity-work. 

OpenAI. OpenAI o3 and o4-mini System Card. https://cdn.openai.com/pdf/2221c875-02dc-4789-800b-e7758f3722c1/o3-and-o4-mini-system-card.pdf. 

Columbia Journalism Review. AI Search Has a Citation Problem. https://www.cjr.org/tow_center/we-compared-eight-ai-search-engines-theyre-all-bad-at-citing-news.php. 

Zapier. Connect Default and ChatGPT (OpenAI) to power AI-driven automation. https://zapier.com/apps/default/integrations/chatgpt. 

Perplexity. Connectors & Integrations. https://www.perplexity.ai/help-center/en/collections/18799295-connectors-integrations. 

OpenAI. Business data privacy, security, and compliance. https://openai.com/business-data/. 

Perplexity. Accurate AI that works for your team. https://www.perplexity.ai/enterprise.