Perplexity AI is quietly becoming one of the most interesting places on the internet. It’s an AI-powered search engine that gives direct answers instead of endless links. And now, it’s testing something new: advertising.
This is a big deal.
Perplexity has grown fast, pulling in tens of millions of users who ask hundreds of millions of questions each month. That kind of attention always attracts advertisers.
But instead of copying Google or Meta, Perplexity says it wants to build ads that “don’t get in the way” of finding real answers.
For businesses and marketers, this is a moment worth watching. Advertising on Perplexity could change how people discover brands inside AI chat interfaces.
In this article, we’ll go over everything that’s been confirmed so far about Perplexity ads, who can advertise, what the ad formats look like, and what it could mean for future marketing.
What Is Perplexity AI?
Perplexity AI is an AI-powered search engine that combines chat and search into one experience. Instead of showing a list of links, it gives direct answers pulled from reliable web sources. Each response is conversational, fast, and backed by citations, which helps users verify the information right away.
It launched in 2022 and has grown faster than almost any other AI tool. By 2025, it reached around 22 to 30 million monthly active users and handles more than 700 million queries every month. (AppMagic, 2025). Most of its users come from mobile-first countries like Indonesia, India, and the United States, where short, accurate answers are in high demand.
What makes Perplexity stand out is how people use it.
Instead of searching dozens of links, they stay in one conversation, asking follow-up questions and refining results in real time. That means attention on the platform lasts longer than a quick Google search.
For marketers, this creates something new.
Every query has clear intent, and every answer is a chance to appear naturally in the conversation. Once Perplexity’s ad system fully launches, that intent-driven context could make it one of the most valuable new ad channels in years.
Ad Formats Perplexity Is Testing
Perplexity isn’t launching a full ad network yet. Instead, it’s running quiet tests with a few partners to see how ads can fit naturally into its AI answers. Two formats have been confirmed so far.
Sponsored Follow-Up Questions
Sponsored follow-ups appear after an answer, inviting the user to keep exploring.
For example, if someone asks “What’s the best CRM for small businesses?”, a sponsored follow-up might read, “See how HubSpot compares to other CRMs.”
This format works because it matches the way people already use Perplexity, by asking one question, then another. The ad doesn’t interrupt the flow. It feels like a helpful suggestion instead of an ad placement.
Sponsored Side Media
These appear beside answer cards or citations, similar to the right-hand side of a Google results page. They highlight brands or resources related to the query without taking attention away from the main answer.
Because both formats are subtle, Perplexity can test monetization without breaking user trust. For marketers, that’s promising. It means ad inventory will be native and context-based, not cluttered or forced.
When this system opens to more advertisers, understanding these placements early will make it easier to design creative that fits naturally into the experience.
Who Can Advertise on Perplexity Right Now
Right now, Perplexity ads are not open to the public. Only select brand and agency partners have access to the early pilot program. This closed beta allows Perplexity to test how ads perform, gather feedback, and make adjustments before rolling it out more widely.
There’s no self-serve ad platform yet. You can’t log in, set a budget, or launch a campaign like you would on Google or Meta. Everything is handled directly through Perplexity’s internal team, which keeps the quality and tone of ads under control.
As of late 2025, Perplexity has also paused new advertiser onboarding.
The company said it wants to reassess how ads fit into its product before opening up to more partners. That means new brands will have to wait until the next phase of expansion.
For marketers who want early access, the best move for now is to stay informed. Follow Perplexity’s announcements, connect with agencies that may be involved in the pilot, and be ready when the platform expands. Those who act early will have a chance to shape what advertising on Perplexity looks like in the future.
How Perplexity Ads Differ from Google or Meta
Perplexity ads won’t look or behave like the ones you’re used to on Google or Meta. Those platforms are built around clicks and impressions.
Perplexity, on the other hand, is built around conversations.
When you advertise on Google, you’re competing for search intent. Your ad appears before or beside organic results. On Meta, you’re interrupting someone’s feed with something that hopefully catches their eye.
Perplexity works differently.
Users ask direct questions and expect clear, sourced answers. Ads have to fit naturally inside that experience. That means no intrusive banners or flashy visuals, only subtle prompts or follow-up suggestions that make sense within the context of a query.
For example, if someone asks “What’s the best calorie tracking app?”, a sponsored follow-up could suggest “Try MyFitnessPal for free.” It’s relevant, short, and matches what the user was already looking for.
This conversational format changes how marketers should think about advertising. It’s less about broad awareness and more about moment-based intent. You reach users when they’re actively looking for information, similar to search marketing but without the clutter.
For brands, this could be a rare middle ground. It offers the credibility of organic answers combined with the precision of paid placement. That’s what makes Perplexity advertising worth watching closely.
Why Marketers Should Pay Attention Now
Even though Perplexity’s ad system is still in testing, marketers shouldn’t wait until it launches. The platform is growing fast, and understanding how it works today will make it easier to act when ads open to the public.
Perplexity has something no other platform fully combines. It offers high intent and high trust.
Users don’t scroll mindlessly; they ask direct questions and expect real answers. That means every impression happens at a moment of genuine curiosity or decision-making.
For advertisers, that’s powerful.
Early awareness also helps you build an edge. When the self-serve system launches, ad inventory will be limited. Early adopters will get the best placements and insights. By understanding Perplexity’s tone, formats, and user behavior now, you’ll be ready to move faster than competitors later.
How Businesses Can Prepare for Perplexity Advertising
Even though Perplexity ads aren’t publicly available yet, there’s a lot you can do right now to get ready. The goal is to understand how people use the platform and position your brand for early success once ad access expands.
1. Start Using Perplexity Regularly
Spend time exploring how Perplexity answers questions in your niche. Notice how it summarizes information, which sources it cites, and what kinds of follow-up questions appear. This will help you understand how your future ads might fit into that flow.
2. Optimize Your Content for AI Answers
Perplexity pulls information directly from the web.
If your content is clear, structured, and helpful, it has a better chance of being cited or referenced. Think of it as AI SEO. You need to create articles and pages that genuinely answer questions instead of just chasing keywords.
3. Watch for Beta Announcements
Right now, staying informed is key. Subscribe to their newsletter, follow their blog, and monitor press releases. Being early on the waitlist could mean getting in before most advertisers.
4. Rethink Creative Strategy
Ads on Perplexity will be conversational and context-based, not flashy banners or feed-style videos. Start brainstorming how your brand could appear naturally in that environment.
For example, test copy that feels like a helpful suggestion rather than a sales pitch.
5. Prepare for a Testing Phase
When Perplexity opens up to more advertisers, expect a learning curve. Early campaigns may have limited targeting or basic reporting. Plan to treat your first campaigns as experiments, focused on learning what works.
By starting now, you’ll be ready to move fast once Perplexity ads go public. The early adopters will have a massive advantage in visibility and learning before competition catches up.
What’s Next for Perplexity Advertising
Perplexity isn’t rushing its ad rollout, but everything points toward a major opportunity once it scales. The company has made it clear that advertising will stay context-based and respectful of user experience.
That leaves plenty of room for innovation.
Smarter Targeting
In the near future, we can expect smarter targeting.
Ads will likely match user intent, topic relevance, and question patterns instead of relying on demographic data.
This means marketers will reach users who are actively searching for solutions, not just scrolling through content.
Evolving Pricing Models
Pricing models will probably change as Perplexity refines its system. Early pilots suggest it could test cost-per-click or cost-per-engagement models similar to Google. Over time, hybrid models may appear that measure how deeply users interact with answers or follow-up suggestions.
New Creative Formats
Creative formats are another area to watch.
The current sponsored questions and side media placements could expand into new experiences like branded citations, short videos, or interactive product cards. Each one would feel like part of the dialogue rather than a separate ad unit.
Multi-Platform Expansion
Because Perplexity runs on both mobile and desktop, multi-platform ad options are likely next. That could include placements inside the mobile app, browser extensions, or even through third-party integrations using the Perplexity API.
A Redefined Search Experience
If Perplexity succeeds, it could reshape how search advertising works. Instead of fighting for space on crowded results pages, brands would appear as helpful suggestions within trusted answers. That shift will reward advertisers who focus on value and timing, not volume.
What Could Hold Perplexity Advertising Back
For all the excitement around Perplexity ads, there are still big questions that need answers. The company is moving carefully, and that caution means marketers will face uncertainty for a while.
The biggest unknown is scale. Perplexity’s audience is growing fast, but it’s still much smaller than Google or Meta. Until more users join and ad inventory expands, campaigns may struggle to reach meaningful volume.
Targeting and measurement are another challenge.
There’s no public information yet about how advertisers will track performance or measure conversions. Without clear data, it’ll be hard to judge ROI in the early stages.
Then there’s user trust. People use Perplexity because it feels unbiased. If ads start to feel intrusive or misleading, the backlash could be strong. The company knows this, which is why it’s being so careful with testing.
Finally, regulation and transparency could play a role.
Since Perplexity blends AI-generated answers with sponsored content, clear labeling will be essential to maintain credibility. Marketers will need to adapt to these standards quickly once ads go live.
These hurdles don’t mean Perplexity advertising will fail. They just remind us that it’s early. Every major ad platform went through years of experimentation before finding its rhythm.
This one will be no different.
Final Thoughts: A New Chapter for Search Advertising
Perplexity is still testing ads, but the direction is clear. It wants to build an ad experience that feels useful, not distracting. That’s a refreshing approach in a digital world full of interruptions.
For marketers, this is the moment to learn, observe, and prepare. The brands that study how Perplexity works today will have a major advantage once advertising opens to everyone. They’ll understand how to speak in a way that fits the platform’s conversational tone and how to appear naturally in moments of high intent.
If Perplexity succeeds, it could redefine what “search advertising” means. Instead of competing for clicks, brands will compete for trust and relevance inside real-time conversations. That’s a major shift in how people discover information and make decisions online.
At Udonis, we believe staying ahead of these changes is what keeps businesses growing. Perplexity ads aren’t ready yet, but the opportunity is. Start preparing now, and you’ll be ready to move the moment this new channel opens.
Data Sources
- Perplexity Team, 2024. Why we’re experimenting with advertising
- Digiday, 2025. Perplexity has offered ads for half a year — marketers already want scale
- AdAge, 2025. Why Perplexity is now less focused on advertising, and what’s next for the AI search platform
- AppMagic, 2025. Perplexity usage data
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