Every category where a model named Microsoft Purview for a mid-market B2B company. Share is first choices across the direct, paraphrase, budget and scale prompts; rank is within every product named in that category.

Category	Function	Share	Rank	Negative rate	Labels	Quadrant
Data security posture management	Security operations	18%	1 of 105	11%	37	accepted challenger
Communications archiving and compliance	Security operations	8%	3 of 101	16%	25	accepted challenger
Microsoft 365 management	IT operations and endpoint	5%	5 of 149	0%	13	accepted challenger
AI security platforms	Security operations	4%	3 of 233	0%	6	under 10 labels · led by SentinelOne Singularity at 11%
Insider risk management	Security operations	2%	8 of 84	6%	16	accepted challenger
Data catalogs and governance	Data platform	2%	8 of 83	14%	35	accepted challenger
AI governance platforms	Data platform	0%	26 of 135	15%	13	accepted challenger
Data masking and test data management	Data platform	0%	26 of 140	0%	3	under 10 labels · led by DATPROF at 17%
Data quality and observability	Data platform	0%	52 of 110	0%	2	under 10 labels · led by Metaplane at 31%

Movement

This is the first edition on this tier, so no move can be computed for Microsoft Purview yet. From the next edition this section shows, per buyer segment and per category, whether its share moved by more than the measured noise floor.

By model

How each model treated Microsoft Purview across every prompt where it was named for a mid-market B2B company. Fourteen models, six prompts per category.

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Model	First choice	Alternative	Mention	Negative	Labels
Claude Haiku 4.5	0	3	2	4	9
GPT-5.4 mini	3	6	0	1	10
Gemini 3.5 Flash	0	6	0	3	9
Perplexity Sonar	3	3	2	0	8
Grok 4.20	1	4	3	2	10
Mistral Small	1	7	4	0	12
DeepSeek V4 Flash	2	4	5	2	13
Llama 4 Maverick	0	0	4	0	4
Qwen 3.7 Flash	2	12	1	0	15
Kimi K2	2	8	2	2	14
GLM 4.7 FlashX	2	6	3	0	11
MiniMax M2.5	2	7	2	0	11
GPT-6 Luna	3	6	1	1	11
Muse Glimmer 30B	1	6	5	1	13

By framing

Which of the six questions produced the naming. By model says how often; this says asked what. The first-choice count on the right carries the marks of the models that produced it.

FramingLabels by classFirst choices

Direct68 labels13

Paraphrase114 labels35

Comparative106 labels10not counted in share

Budget-constrained67 labels30

Scale-constrained39 labels4

Negative70 labels10not counted in share

First choiceAlternativeMentionNegative464 labels in all, every segment counted; 82 of the 102 first choices count toward share, since the comparative and negative framings do not. The bar is one segment per label class, to scale within the framing.

What the models said for it

Verbatim evidence the judge attached to positive labels.

“Start with Microsoft Purview Suite ($10-12/user/month) if you're already in the Microsoft ecosystem—it offers the best balance of features, support, and predictable costs.” Kimi K2 · DSPM · budget prompt · first choice

“I'd start with Microsoft Purview's AI security and data-governance controls, alongside Defender for Cloud Apps—not buy a separate “AI security platform” first.” GPT-6 Luna · AI security · direct prompt · first choice

“Barracuda Cloud Archiving (for email) or Microsoft Purview (if you're already on M365) are the safest, most cost-effective choices” DeepSeek V4 Flash · Comms archiving · budget prompt · first choice

“Coro and Microsoft Purview are highly recommended for small businesses and startups (under 500 employees)” Mistral Small · Insider risk · budget prompt · first choice

And against it

Verbatim evidence attached to negative labels. A warning on a product with few labels is a warning; on a product with many, it is one voice among them.

“user feedback and reviews frequently highlight immense friction, spotty lineage, and high database scanning costs when trying to integrate Purview with non-Microsoft environments” Gemini 3.5 Flash · Data catalogs · negative prompt · soft negative

“Microsoft Purview's visibility is strongest within the Microsoft ecosystem; organizations using significant non-Microsoft infrastructure will have gaps” Claude Haiku 4.5 · Insider risk · negative prompt · soft negative

“is outstanding for Microsoft-heavy environments ... but is notoriously limited when dealing with AWS, GCP, or non-Microsoft SaaS applications” Gemini 3.5 Flash · DSPM · negative prompt · soft negative

“organizations that don't already have M365 E5 licensing will find that advanced DSPM capabilities come at significant additional cost” Claude Haiku 4.5 · DSPM · budget prompt · soft negative

Named alongside

The products named in the same answers as Microsoft Purview, over the 464 answers that named it. Took the first choice instead counts the answers where the other product was the first choice and Microsoft Purview was named but was not.

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ProductSame answerTook the first choice insteadHead to head

Collibra102 of 46426Not among the top eight

Alation90 of 46413Not among the top eight

Varonis Data Security Platform87 of 4649Compare →

Atlan84 of 46432Compare →

BigID73 of 46411Compare →

Cyera72 of 46413Compare →

Smarsh Enterprise Archive63 of 46421Compare →

Informatica Intelligent Data Management Cloud61 of 4642Not among the top eight

Wiz54 of 46410Compare →

Proofpoint Enterprise Archive50 of 46412Compare →

A head-to-head page exists where both products are among a category's top eight. The other rows are the same fact without a page behind them, so they link to the product instead.

What carried it into the answer

The sites and pages cited by the answers that named Microsoft Purview. A fact about retrieval, not a lever on the model.

Citations exist only for the models that return a source list, five of the fourteen in this edition, so these counts come from 438 of the 464 answers that named Microsoft Purview and are not a share of its labels.

Domains cited

g2.com134

gartner.com127

learn.microsoft.comYour site95

atlan.com91

ovaledge.com83

forcepoint.com76

expertinsights.com74

strac.io64

microsoft.comYour site62

itechguides.com59

708 of the 865 domain citations in answers naming Microsoft Purview came from somebody else's page.

Pages cited

startupstash.com/best-data-security-posture-management-tools49

jatheon.com/blog/best-data-archiving-software45

atlan.com/data-catalog-tools44

sprinto.com/blog/dspm-tools41

forcepoint.com/blog/insights/top-dspm-vendors37

cyberpress.org/dspm-tools-by-business-size-233

ovaledge.com/blog/top-data-catalogs33

strac.io/blog/10-best-dspm-vendors32

Pages are listed as the models cited them.

Search and answers

Where Microsoft Purview stands in Google search beside where it stands in the models' answers.

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In search

Google, US estimates

Searches for its name, Google: 12,100 a month (“microsoft purview”)
AI search demand for its name, est.: 661 a month
Its own site: It sits on Microsoft's site (microsoft.com), so there are no site figures for it alone

In answers

This edition

Share of first choices

18%

rank 1 of 105 in DSPM

First choices

across its categories

Named in: 464 answers
Its own site cited: in 438 of the answers that named it

Search figures are US estimates from DataForSEO, read October 5, 2026; AI search demand is its modeled, directional estimate, not a count of queries to any assistant. The answers are this edition's. Two measurements side by side: neither is read as the cause of the other.

Names read as Microsoft Purview

What the judge wrote, as written, with how often. The vendor table decides that these count as Microsoft Purview; a claim can dispute any of them.

Microsoft Purview DLP 2Microsoft Purview Suite 2Microsoft Purview (Archive & eDiscovery) 1Microsoft Purview (Communication Compliance) 1Microsoft Purview (Data Governance) 1Microsoft Purview (Insider Risk Management) 1Microsoft Purview (Microsoft Corporation) 1Microsoft Purview (Unified Catalog) 1Microsoft Purview (formerly Microsoft Compliance) 1Microsoft Purview (with Copilot+) 1Microsoft Purview + Security Copilot 1Microsoft Purview / Azure Machine Learning 1Microsoft Purview Information Protection 1Microsoft Purview/Exchange Online Archiving 1Microsoft SQL Server Dynamic Data Masking / Microsoft Purview 1Purview 1

Follow Microsoft Purview

An email the morning each edition publishes: where this product moved, where it held, and by how much against the noise floor. One address, confirmed by a click; a stop link in every email.

Already following? Everything you follow, with a stop for each.

The company

Microsoft is the company behind Microsoft Purview.

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On record

Company records

Also from Microsoft: Microsoft 365, Microsoft 365 Admin Center, Microsoft 365 Administration, Microsoft 365 Backup, Microsoft 365 Compliance Center, Microsoft 365 Copilot, Microsoft 365 Copilot Chat, Microsoft 365 DSC and 164 more

In its own words

Stated by the vendor, not checked

Free plan or trial: Try for free microsoft.com/en-ca/dynamics-365/solutions/ai
Customers named: LenovoVIVIDG&J Pepsi-Cola BottlersVirgin MoneyE.ONMilpark Education
Not stated on the pages read: Positioning, who it is for, price, starting price, integrations, certifications, hosting

What Microsoft Purview's own pages state, read October 6, 2026: microsoft.com, microsoft.com/en-ca/dynamics-365/pricing-overview, trust.microsoft.com, microsoft.com/en-ca/dynamics-365/solutions/ai, microsoft.com/cs-cz/isv/marketplace. A claimed page can correct any of them.

Is this your product?

Claim this page

Claiming is free and changes nothing in the data. A claimed page shows a verified contact who is told when each edition publishes and when Microsoft Purview's standing changes by more than the noise floor; the right to propose corrections to the vendor table, meaning names the judge wrote that should or should not read as Microsoft Purview, applied by version and listed in the change log; and a one-line description supplied by the vendor and marked as such.

What a new claim receivesHide what a new claim receives

A new claim receives the current edition's vendor brief for Microsoft Purview by email, built from the raw record of the edition. It shows:

where Microsoft Purview is named, by buyer and by framing, and which cells hold its first choices;
the claims the models make when they name it, ranked, with the strongest and the weakest quoted;
its vocabulary against the segment leader's, and the pages the models cited;
who was chosen in the answers that did not name Microsoft Purview, and every reason the record gives;
a battlecard for each top rival: the head-to-head split, why they win, and the reservation quoted against them;
one page of published figures cleared to show a buyer.

Badges

Wins only: a badge exists where Microsoft Purview is ranked in a category's top three this edition. Three sizes, one file each, light and dark; the code is under each.

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Data security posture management

AI models recommend Microsoft Purview first in Data security posture management this edition. Each badge says so in the buyer's words, names the edition, and links to the standing. The next edition issues a new badge; this one stays true as a record of October 2026.

Wide · 320 × 104 Website, beside other badges

Show the code

<a href="https://it-ai-index.com/security/data-security-posture-management/"><img src="https://it-ai-index.com/badges/2026-10/microsoft-purview--data-security-posture-management-wide.svg" alt="AI models' first choice in Data security posture management, October 2026 Edition, IT AI Recommendation Index" width="320" height="104"></a>

Copy the code as it is. The link is part of the badge: it points at the Data security posture management standing, where the claim can be checked.

Square · 240 × 240 LinkedIn, slides

Show the code

<a href="https://it-ai-index.com/security/data-security-posture-management/"><img src="https://it-ai-index.com/badges/2026-10/microsoft-purview--data-security-posture-management-square.svg" alt="AI models' first choice in Data security posture management, October 2026 Edition, IT AI Recommendation Index" width="240" height="240"></a>

Copy the code as it is. The link is part of the badge: it points at the Data security posture management standing, where the claim can be checked.

Compact · 200 × 56 Email signature, footer

Show the code

<a href="https://it-ai-index.com/security/data-security-posture-management/"><img src="https://it-ai-index.com/badges/2026-10/microsoft-purview--data-security-posture-management-compact.svg" alt="AI models' first choice in Data security posture management, October 2026 Edition, IT AI Recommendation Index" width="200" height="56"></a>

Copy the code as it is. The link is part of the badge: it points at the Data security posture management standing, where the claim can be checked.

Communications archiving and compliance

Microsoft Purview is among the products AI models recommend first in Communications archiving and compliance this edition. Each badge says so in the buyer's words, names the edition, and links to the standing. The next edition issues a new badge; this one stays true as a record of October 2026.

Wide · 320 × 104 Website, beside other badges

Show the code

<a href="https://it-ai-index.com/security/communications-archiving-and-compliance/"><img src="https://it-ai-index.com/badges/2026-10/microsoft-purview--communications-archiving-and-compliance-wide.svg" alt="Among AI models' top three in Communications archiving and compliance, October 2026 Edition, IT AI Recommendation Index" width="320" height="104"></a>

Copy the code as it is. The link is part of the badge: it points at the Communications archiving and compliance standing, where the claim can be checked.

Square · 240 × 240 LinkedIn, slides

Show the code

<a href="https://it-ai-index.com/security/communications-archiving-and-compliance/"><img src="https://it-ai-index.com/badges/2026-10/microsoft-purview--communications-archiving-and-compliance-square.svg" alt="Among AI models' top three in Communications archiving and compliance, October 2026 Edition, IT AI Recommendation Index" width="240" height="240"></a>

Copy the code as it is. The link is part of the badge: it points at the Communications archiving and compliance standing, where the claim can be checked.

Compact · 200 × 56 Email signature, footer

Show the code

<a href="https://it-ai-index.com/security/communications-archiving-and-compliance/"><img src="https://it-ai-index.com/badges/2026-10/microsoft-purview--communications-archiving-and-compliance-compact.svg" alt="Among AI models' top three in Communications archiving and compliance, October 2026 Edition, IT AI Recommendation Index" width="200" height="56"></a>

Copy the code as it is. The link is part of the badge: it points at the Communications archiving and compliance standing, where the claim can be checked.

AI security platforms

Microsoft Purview is among the products AI models recommend first in AI security platforms this edition. Each badge says so in the buyer's words, names the edition, and links to the standing. The next edition issues a new badge; this one stays true as a record of October 2026.

Wide · 320 × 104 Website, beside other badges

Show the code

<a href="https://it-ai-index.com/security/ai-security-platforms/"><img src="https://it-ai-index.com/badges/2026-10/microsoft-purview--ai-security-platforms-wide.svg" alt="Among AI models' top three in AI security platforms, October 2026 Edition, IT AI Recommendation Index" width="320" height="104"></a>

Copy the code as it is. The link is part of the badge: it points at the AI security platforms standing, where the claim can be checked.

Square · 240 × 240 LinkedIn, slides

Show the code

<a href="https://it-ai-index.com/security/ai-security-platforms/"><img src="https://it-ai-index.com/badges/2026-10/microsoft-purview--ai-security-platforms-square.svg" alt="Among AI models' top three in AI security platforms, October 2026 Edition, IT AI Recommendation Index" width="240" height="240"></a>

Copy the code as it is. The link is part of the badge: it points at the AI security platforms standing, where the claim can be checked.

Compact · 200 × 56 Email signature, footer

Show the code

<a href="https://it-ai-index.com/security/ai-security-platforms/"><img src="https://it-ai-index.com/badges/2026-10/microsoft-purview--ai-security-platforms-compact.svg" alt="Among AI models' top three in AI security platforms, October 2026 Edition, IT AI Recommendation Index" width="200" height="56"></a>

Copy the code as it is. The link is part of the badge: it points at the AI security platforms standing, where the claim can be checked.

Badges read on light and dark pages. Alt text carries the claim, the category, the edition and the index, so it stays a citation where the image does not load.