Perplexity Rolls Back AI Ads to Prioritize User Experience
With LLMs becoming the new search engines, advertising is now being seen as the only viable way to neutralize the astronomical costs of maintaining models and meeting investor pressure for profitability.
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As artificial intelligence heavyweights navigate the new era of monetization, AI search startup Perplexity has reversed its decision to embed ads in the chatbot’s responses.
The startup became one of the first GenAI companies to launch an ad-revenue stream just a year ago and isn’t currently exploring new ad deals.
The development was shared by executives at a roundtable, according to the Financial Times.
“The challenge with ads is that a user would just start doubting everything … which is why we don’t see it as a fruitful thing to focus on right now,” shared an executive to the FT.
Perplexity will shift focus to developing products consumers “are willing to pay for,” with business customers and high-powered users such as finance professionals, lawyers, doctors, and CEOs as key audiences.
Meanwhile, another executive didn’t rule out returning to the format in the future but stated that the offering was misaligned with users’ preferences and may not be in the startup’s best interest.
“We are in the accuracy business, and the business is giving the truth, the right answers,” they said.
With large language models becoming the new search engines, advertising is now seen as the only viable way to offset the astronomical costs of maintaining models and meet investor pressure for profitability.
Perplexity joins rival Anthropic in keeping its chatbots ad-free, at a time when OpenAI is betting big by testing ads since January 2026. Anthropic took a public dig at the move during the Super Bowl, which OpenAI CEO Sam Altman called “dishonest.”
Instead, Perplexity is leaning heavily on its subscription-based business model and hoping it will balance the user-business dynamics.
