As generative artificial intelligence tools radically transform the way we access information, new opportunities are emerging for advertisers. Perplexity AI, an increasingly popular conversational response engine, is currently testing two distinct advertising formats, designed to integrate seamlessly into the user experience. These approaches move away from traditional advertising models, favoring contextual relevance over intrusiveness.
Two advertising formats in trial phase
Rather than opting for traditional formats such as display banners or native integrations, Perplexity AI relies on two innovative levers.
1. Sponsored questions
When a user receives an AI-generated response, they may be offered a follow-up question identified as “sponsored”. By clicking on this suggestion, a new answer is generated, this time linked to a partner brand’s message. This format makes it possible to insert advertising intent into a natural search sequence, without breaking the continuity of the experience.
2. Media Ads” in the sidebar
A second, more visual format involves the integration of video ads in the side column of the user interface. Dubbed “Media Ads”, these videos offer unobtrusive visibility, without interrupting navigation or the reading of IA responses. This format is still little-known, but is an interesting way of raising brand awareness.
Controlled targeting, a neutral response
Advertisers have limited but strategic control over the distribution of their messages. They can :
- Define which sponsored questions will be visible to users;
- Choose the keywords likely to trigger their display.
On the other hand, the content of the response generated by the AI cannot be influenced. It remains neutral by construction, in line with the principles of Perplexity AI.
A closed model, being tested by selected partners
At this stage, these formats are not available on a self-service basis. Perplexity does not yet offer a public interface for managing or creating campaigns. For the time being, tests are being carried out as part of a beta program in the United States, restricted to a few advertisers.
What’s more, no advertising formats are offered to Pro users, and there are currently no image banners or advertising integrations in IA responses.
High-yield potential
The model is based on a CPM system. Its advantages lie in :
- High search intent among users ;
- Competition is still very weak, due to the beta phase;
- Greater contextual relevance, a factor that encourages engagement.
Conclusion
Perplexity AI’s advertising experiments signal a turning point in the way brands can interact with users engaged in active search journeys. By integrating discrete, contextualized and experience-friendly formats, Perplexity is sketching out an advertising model aligned with the demands of the generative AI era. As these tests evolve, they could well foreshadow new standards for advertising in conversational environments, and a real revolution in digital marketing!
