By Marina Avilés, on 6 March 2025
Perplexity AI is an artificial intelligence tool designed to function as a search engine. However, it provides more direct and detailed answers than traditional search engines. Perplexity has real-time internet access, which allows it to answer questions using the most up-to-date information available. Additionally, it can generate text, perform searches for images and videos, and even create images from scratch.
In this article, we’ll dive into this fascinating tool and explore its role in marketing, as it offers numerous possibilities for brands.
How Does Perplexity AI Differ from Traditional Search Engines?
When we use a traditional search engine to ask a question, we’re presented with a list of web pages that we have to click on to find the answer. With Perplexity AI, this process is made much easier. This AI tool generates a direct answer to your question on the screen, significantly improving the user experience. Additionally, it includes a section where you can view the sources it used to formulate its response.
While traditional search engines have been moving toward a “zero-click search” model, especially with the rise of conversational AI tools, the responses shown in search engine results pages (SERPs) are often brief and lack depth.
To get a more detailed response, users still need to click on a website. However, with tools like Perplexity AI, the answer you receive can be as detailed as you’d like, and you can even ask follow-up questions to create a conversation around the topic. This interactive capability sets it apart from traditional search engines.
Similar to search engines like Google, Perplexity AI also includes a “Related Questions” section at the end of its answers. Clicking on any of these questions generates a new detailed response with sources and additional frequently asked questions on the topic.
How Does Perplexity AI Compare to Other Conversational Chatbots?
When comparing Perplexity AI to popular conversational chatbots like ChatGPT or Gemini, one of its most notable differences is its ability to search for images and videos on the web—something the others cannot do. Chatbots like ChatGPT and Gemini are limited to presenting information extracted from the web in text format.
All three tools can generate images, although Perplexity only offers this feature in its Pro version.
Another key feature of Perplexity AI is its six distinct search modes:
Web: Allows the tool to pull information from across the internet to create its response.
Writing: Generates text without sourcing information from the web. This option is especially useful for marketing teams looking for inspiration for strategies or campaigns.
Academic: Focuses on academic documents available online for research purposes.
Mathematics: Solves math problems and performs complex calculations.
Social: Searches discussions and opinions on Reddit, providing insights into public sentiment on a topic. For brands, this feature can be invaluable for understanding audience perceptions of their products or competitors.
Video: Exclusively searches for video content on the web.
Additional Features that Set Perplexity Apart
One standout feature of Perplexity AI, unavailable in tools like Gemini, is Incognito Mode. This mode ensures that your searches and conversations are not saved in your library and are erased from the tool’s memory within 24 hours.
On the downside, Perplexity does not currently support voice-based queries, a feature available in ChatGPT and Gemini. Additionally, OpenAI’s chatbot can read its responses aloud, which is another feature Perplexity currently lacks.
Lastly, Perplexity allows users to create collections where they can save and organize conversations for easy access within their profiles. This feature is particularly helpful for professionals managing multiple projects or topics.
How to Use Perplexity AI
The best part about Perplexity AI is that it’s completely free to use and has no limit on the number of questions you can ask. Even image and video searches are included in the free plan. HImage generation and other advanced features, however, require the Pro plan.
That said, the free version of Perplexity offers excellent functionality, and for image generation, you can still use alternatives like ChatGPT, Gemini, or Copilot.
To get started, simply register using your Google account for a quick and easy setup. The free plan includes three daily Pro searches, allowing you to explore premium features before deciding if you want to upgrade.
Does Perplexity AI Have Ads?
In November 2024, Perplexity announced that it would begin experimenting with ads to build a sustainable and profitable platform. While this trial is currently limited to the United States and has not yet reached other markets, the platform has assured users that its generated responses will remain unbiased and efficient.
Ads will appear as sponsored follow-up questions or as advertisements displayed alongside the responses.
