Perplexity, the AI-powered search engine, is rapidly growing its publishing program. With new partners now at the Los Angeles Times, the Independent, and Adweek, Perplexity works with more than a dozen media outlet companies, including major groups like Prisa Media, Newspicks, RTL Germany, and other high-profile global Media outlets.
Jessica Chan, Perplexity's head of publisher partnerships, emphasized the significance of partnerships: "We would not be able to serve factual, valuable answers without news organizations continuing to report on different topics." By integrating these partners, Perplexity aims to improve user experiences while supporting publishers with revenue-sharing opportunities and performance metrics.
Perplexity's publisher program, launched in July, offers significant benefits to media outlets. It allows them to earn a share of the ad income generated each time their content is linked in the AI's search results. Participating publishers also gain access to Perplexity's Application Programming Interface, which provides extensive data analytics for tracking performance and new content trends. These tools empower publishers to understand their audiences better and optimize their content strategies, promising a brighter future for the publishing industry.
Despite its creative approach, Perplexity encounters difficulties in its connection with publishers. Legal disputes, such as a lawsuit from Dow Jones over the alleged improper use of paywalled content, and a cease-and-desist letter from The New York Times regarding the alleged inappropriate use of copyrighted content, highlight concerns about Perplexity's practices. Critics also point out that Perplexity's AI sometimes paraphrases articles incorrectly, raising further concerns about the platform's data collection and content presentation practices.
Additionally, a few newsroom staff at participating organizations complained that they were not informed of these deals in advance, fuelling internal discomfort. A source from The LA Times expressed confusion over the partnership while calling for more openness.
Perplexity's program comes at a time when competitors like OpenAI's ChatGPT Search have more control over content visibility to publishers. While Perplexity's revenue-sharing concept is enticing, the lack of financial transparency has been criticized. However, the platform's growth trajectory— serving 20 million daily queries, up from 2.5 million earlier this year shows high user engagement.
As Perplexity continues to grow, its future relevance in the search engine industry becomes increasingly significant. The company's ability to effectively manage the trade-offs between collaboration and litigation will not only shape its own future but also influence the direction of the entire industry, making its trajectory a matter of great interest and importance.