As the race for AI platforms to dominate consumer adoption reaches a fever pitch, tech behemoths like OpenAI, Meta and Google are showing up on marketing’s biggest stages. AI startup Perplexity, however, isn’t convinced by the mass-market playbook to reach users.
“Our marketing is not a bullshit machine,” said Jesse Dwyer, head of communication at Perplexity, who doesn’t see the traditional SaaS business model readily applying to the AI landscape.
The customer acquisition conundrum
Instead, Perplexity is banking on its name carrying weight to keep current users engaged and attract new ones, especially the high-level professionals its targeting. The platform received 780 million queries in May, CEO Aravind Srinivas shared at Bloomberg’s Tech Summit last summer.
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