What if ads didn't interrupt, didn't get in the way, and instead added real value to what you're looking for? That's exactly what Perplexity wants to prove.
In a digital ecosystem saturated with intrusive banners, autoplay videos, and ads that load before the content, Perplexity's proposal stands out for going against the grain . This artificial intelligence startup—already valued at $9 billion—is testing an advertising model where the user remains the priority, not the product.
The focus is significant: led by Taz Patel, recently hired as head of advertising, Perplexity has entered what they define as the "product phase" of their new business strategy. In this initial stage, they are working with a lean structure and fewer than a dozen advertisers, with the aim of refining the formula before scaling up.
Where are the ads? In the answer, but without being intrusive.
The key innovation lies in how and where the ads are displayed. Far from inserting promotions that interrupt reading or distort results, Perplexity opts for a model in which sponsored questions appear as part of the natural navigation flow. That is, after a traditional search, the system automatically generates a "People also ask" block, and within that block, among related questions, a sponsored question is inserted.
For example, if someone searches for "What is the best Basque sweet?", one of the related questions could be: "What desserts does Eroski recommend?" That question, although generated by AI, is clearly marked as sponsored and does not modify or contaminate the original answer requested by the user.
Image generated by Artificial Intelligence
Advertising that doesn't interfere, but rather expands
The strategy is ambitious: to offer relevant, contextual, and useful commercial content that appears when interest is already present. This form of integration departs from the classic CPC or CPM model and seeks to open a new path where the brand is presented not as an interruption, but as an extension of knowledge.
This shift also represents a new frontier for user experience design in AI-powered tools. The question is no longer whether to monetize, but how to do so without eroding trust, clarity, or usability. And that's where Perplexity aims to make a difference.
A strategy still being tested, but with great potential
For now, the trials are being conducted on a small scale, but the plan is to launch a second wave of advertisers as the technology is refined. This step could set a precedent for other platforms integrating generative AI: monetizing without sacrificing the user experience.
The challenge will be to scale without losing subtlety. In a landscape where even the most minimalist search engine ends up succumbing to advertising pressure, Perplexity presents itself as a living essay on how to rethink advertising from the perspective of empathy and ethical design.
Closing: Generative AI and advertising, a (well-thought-out) combination with a future
In a world where Big Tech seems to have chosen between revenue and experience, Perplexity wants to prove that it's possible to have both. Its commitment to advertising that doesn't interrupt, but rather accompanies, opens a new path for platforms focused on generative AI. And if this model succeeds, it could redefine how brands communicate in increasingly intelligent environments.
Because in the end, the advertising of the future will not be the one that shouts the loudest, but the one that listens best.