3 6 Ke·2025-09-01 10:31Core Insights - Perplexity, an AI search startup, has seen its valuation soar to $18 billion but struggles with monetization, particularly in its advertising business, which generated only $20,000 in revenue for Q4 2024 [1][4][5] - The departure of Taz Patel, the head of advertising, highlights the challenges Perplexity faces in establishing a viable advertising model [2][4] - The company is also dealing with legal challenges related to content copyright, which has resulted in significant legal expenses [4][5] Group 1: Company Challenges - Perplexity's advertising revenue is negligible compared to its annualized revenue of over $100 million, primarily from subscriptions and API usage [4][5] - The company has attempted partnerships with brands like TurboTax and Whole Foods to integrate sponsored links but has seen limited success [4][5] - Legal issues have led to millions in expenses, with lawsuits from major publishers like The New York Times and Nikkei [4][5] Group 2: Industry Context - Other major players, including Microsoft and Google, are also exploring advertising in AI search but face their own challenges [6][12] - Microsoft has integrated OpenAI's technology into Bing and is experimenting with embedding ads in conversational responses, but its daily active users still lag behind Google [6][12] - Google is also trying to adapt its traditional search advertising model to AI but has encountered issues with AI-generated content quality [12][13] Group 3: Future Outlook - The AI search advertising market is still in its infancy, with projected spending of only $1 billion in 2024, growing to $26 billion by 2029, which is a small fraction of the overall search advertising market [15] - Despite the challenges, AI search advertising may have higher conversion rates compared to traditional search, as evidenced by Microsoft's Copilot showing a 73% increase in user interaction and a 16% increase in conversion rates [15] - The future of AI search may shift from "selling attention" to "selling results," raising questions about the reliability of AI-generated recommendations and the evolving nature of advertising [17][18]