It’s definitely Jordan for cultural impact. His career was really perfectly timed to become a near mythological figure since he came along late enough to get a big push from Nike and have his games on TV a lot, but too early for the internet to make some of the more unsavory parts of his life like the gambling and generally treating some of his teammates horribly common knowledge at the time. We’ll most likely never see a phenomenon quite like that again.
For on court play alone, he still has a valid argument, but I’m not sure he’s quite as unquestionably better than a few other contenders as he’s commonly made out to be. Kareem, Wilt, Russell, and Lebron also have valid cases in my book.