The primary advantage of using graph databases lies in their ability to represent and manage complex relationships between data. Unlike traditional relational databases, graph databases use a graph structure that enables quick traversal of connected data. This is especially beneficial for applications like social networks, fraud detection, and recommendation systems where connections are key. Their schema-less nature also allows for more flexibility in handling evolving data structures. Overall, graph databases enhance the speed and efficiency of querying interconnected data, providing a more intuitive approach compared to conventional databases.