Avatar photo

Fast Company

How Perplexity aims to reinvent web search

The Company Leverages AI to Provide More Contextualized and Accurate Answers Rather Than a List of Relevant Links

The way we search the web—picking through a list of links, some of them paid for, some gamed to show up high on the page—has remained virtually unchanged for more than two decades. Then came AI chatbots, which can understand plain-language questions and return direct answers, potentially reshuffling the $110 billion search ad business now dominated by Google. One-year-old Perplexity’s “answer engine” is at the forefront of this new world of chatbot-assisted search.