What is Perplexity AI?
Perplexity is an AI-powered search engine that answers questions in conversational prose, with numbered citations linking to its sources. Unlike Google, it doesn't show a list of ranked pages; it synthesises an answer and picks its sources. As of 2025, Perplexity is growing faster than any other AI search product and is particularly popular with professionals, researchers, and technically-minded users.
Why it matters for brands
Perplexity's citations are high-value. When your brand appears as a cited source for a professional's query about your industry, you're getting trusted, in-context endorsement at the moment of genuine interest. The flip side: if a competitor is cited and you're not, they've just had a conversation with your potential customer that you weren't in.
How Perplexity chooses its sources
The sponsored answers opportunity
Perplexity launched a paid "sponsored answers" feature in 2024, allowing brands to appear prominently for specific queries. Currently both underpriced and underutilised compared to equivalent Google placements.