As e-commerce businesses look for new ways to connect with customers, Perplexity AI offers a fresh approach to digital advertising.
This AI-powered search engine is changing the way we think about ads.
But what does this mean for e-commerce? How can businesses use Perplexity AI’s ad placements to reach their audience?
In this article, we’ll explain what Perplexity ads are, how they can help e-commerce businesses grow, and some challenges to think about. From new ad formats to how ads target customers, we’ll help you decide if this platform is worth your time and budget.
What is Perplexity AI?
Perplexity AI is a search engine that uses artificial intelligence to give users direct answers to their questions — instead of sending them to other websites.
It calls itself an “answer engine.”
Can I run ads on Perplexity AI?
Yes, you can run ads on Perplexity AI.
The platform added ads in November 2024. These ads show up as sponsored follow-up questions next to answers or as video ads on the sidebar.
Perplexity promises that its ads won’t disrupt search results or violate user privacy.
Since the AI generates the content for these sponsored questions, advertisers don’t have control over the answers. This means the ads are designed to blend naturally with the search results. (But advertisers can’t tailor the specific responses users get to their questions.)
What about using Perplexity ads for e-commerce?
Yes!
As e-commerce grows, more businesses are integrating AI into marketing campaigns. (Amazon, for instance, uses AI to predict customer needs and products.)
For instance, Perplexity AI links ads directly to product purchases. This includes a feature called “Buy with Pro,” which lets users buy products directly from their AI search results.
Let’s break this down more in the next section.
What do Perplexity Ads Mean for e-commerce business owners?
Perplexity ads offer e-commerce businesses a new way to connect with customers. Since Perplexity is an “answer engine,” ads appear as sponsored questions right next to answers.
This can help with brand-building because ads are closely linked to what users are searching for. The “Buy with Pro” feature also makes it easier to buy products directly from the search results.
But ….
Since Perplexity AI is still new and uses a cost-per-thousand-impressions (CPM) model, it focuses on showing your ads to as many people as possible. (Instead of driving immediate sales.) This means you’re paying to get your ad in front of users — but you may not see instant sales in return.
In the beginning, this could be more useful for getting your brand noticed. Over time, as the platform develops, we may see more targeted ads that focus on actual sales conversions.
What do e-commerce business owners NEED to know about advertising on Perplexity AI?
If you’re an e-commerce business owner thinking about advertising on Perplexity AI, there are some key points to consider.
Here’s what you need to know.
Audience targeting is more context-based
Perplexity AI allows for more context-based targeting.
Since it answers users’ questions, your ads could appear next to queries related to what you sell. For example, if you sell eco-friendly cleaning products, a user searching for “How can I clean my home naturally?” might see a sponsored ad for your products.
While this targeting is exciting, Perplexity is still refining its ad system. So, it may not be as precise as Google or Facebook ads.
Higher costs upfront
As a new platform, Perplexity AI’s CPM rates can be much higher than established platforms.
Some advertisers report paying between $30 and $60 per thousand impressions. Which could be a big risk for businesses with a tight budget.
However, if you’re a brand looking to advance in a new space, the higher upfront cost could pay off in the long term. For example, a niche product with less competition might do well here. But if you’re in a competitive market, it’s wise to start with small campaigns to test the waters.
New “Buy with Pro” feature and tax challenges
Perplexity AI’s “Buy with Pro” feature lets users buy products directly from search results.
This makes it easier for customers to purchase right away. But it could also create new tax challenges for businesses.
The 2018 South Dakota v. Wayfair ruling means states can require businesses to collect ecommerce taxes. (Even if they don’t have a physical store there.) Sellers using Perplexity AI need to track their sales across different states. Especially when they hit certain sales thresholds, like $100,000 or 200 transactions, which can trigger tax collection requirements.
(Image by Numeralhq)
As you expand your reach through Perplexity, make sure you’re prepared for these tax obligations.
Limited ad types
Currently, Perplexity ads only offer a couple of types:
- Sponsored follow-up questions.
- Sidebar video ads.
While this is good for brand awareness, it may make it harder to drive immediate sales.
To work around this, consider using Perplexity ads as part of a broader strategy. Use these ads to build your brand and engage users. Then, follow up with more direct channels like Google Ads, email, or social media to convert users into buyers.
Trust in the platform
Like any new platform, Perplexity AI carries some risk.
The company is still building its advertising system, so we don’t yet know how successful it will be in the future. However, early advertisers may have a chance to shape how the platform works and gather valuable data.
For example, if you’re one of the first businesses to advertise on Perplexity AI, you may get early access to new features and insights that can improve your campaigns.
But keep in mind that early involvement comes with risk. If the platform doesn’t grow quickly enough, you might not see the results you expect.
Ad model differences
Perplexity AI’s ad model focuses on brand awareness rather than driving immediate sales. This differs from platforms like Google Ads or Facebook Ads, where you can track clicks and sales directly.
With Perplexity’s CPM model, your return on investment (ROI) might be harder to predict.
If your business relies on clear, measurable results, you may find Perplexity’s model challenging. But if you’re willing to experiment with long-term brand-building, this platform could be a valuable part of your advertising mix.
Assessing the benefits of Perplexity Ads for e-commerce businesses
To determine whether advertising on Perplexity can benefit your business it’s essential to evaluate the costs and benefits. Web scraping tools like Bright Data can scrape websites and ad platforms to gather insights on competitors using Perplexity Ads. By analyzing their ad placements, messaging, and performance, marketers can assess whether their competitors are benefiting from similar advertising strategies.
Marketers can also gauge the ad format's popularity and its relevance to their target audience by scraping relevant forums, reviews, and social media platforms for insights into how users perceive Perplexity Ads.
Data can be aggregated using Bright Data to give marketers an idea of whether the ad format is cost-effective compared to other channels and to monitor the long-term performance of Perplexity Ads.
Challenges and industry skepticism
There are several challenges and concerns about advertising on Perplexity AI.
A few include:
- Content integrity: Some news organizations have accused Perplexity of copying content without proper attribution, which could harm its reputation.
- Legal issues: A lawsuit filed by NewsCorp has raised questions about Perplexity’s legal standing. This could make some advertisers hesitant to invest.
- High initial costs: As mentioned, CPM rates can be high, which may be a barrier for businesses with limited budgets.
As of early 2025, Perplexity’s future in advertising is still uncertain. E-commerce businesses need to weigh these risks before diving in.
How does Perplexity AI differ from ChatGPT?
Perplexity AI and ChatGPT both use AI to help users. But they work in different ways.
Here’s how they’re different:
Purpose
Perplexity AI is an AI-powered search engine. It gives direct, clear answers to questions without sending you to other websites. Its main goal is to provide fast, helpful information.
ChatGPT, on the other hand, is made for interactive conversations. It can help with a wide range of tasks — like answering questions, giving advice, or creating content. It’s best for detailed responses and back-and-forth chats.
User Experience (UX)
Perplexity AI shows answers right on the results page. It also offers follow-up questions to help users get more information quickly. It’s designed to give clear answers without needing to click through multiple pages.
ChatGPT works like a conversation. Users can ask questions, get answers, and ask for more details if needed. It’s great for complex questions or topics that need deeper discussion.
Search vs. conversation
Perplexity AI works like a search engine. It pulls information from many sources to answer questions.
But unlike Google, it doesn’t send you to other websites. It gives answers directly on the platform.
ChatGPT doesn’t do live web searches. It provides answers based on its existing knowledge, which it has learned from training.
Monetization
Perplexity AI is experimenting with ads, including sponsored follow-up questions, as a way to make money. This lets businesses advertise directly in the search results.
ChatGPT doesn’t use ads. Instead, it offers premium features for users who want more advanced tools or longer conversations.
To sum up …
Perplexity AI is made to give fast, focused answers with ads. ChatGPT is best for ongoing conversations and doesn’t have ads.
Wrap-up
Perplexity AI offers a fresh opportunity for e-commerce businesses to build brand awareness and reach customers in new ways.
While it’s still growing and has a few hurdles — like higher costs upfront and a focus on brand-building over immediate sales — the platform holds potential for future growth. Keep an eye on it, but start small and adjust as it develops.
If you're looking to stay ahead, this could be an ad platform worth testing.
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