Perks, Promos, and Pro Users: Perplexity’s Take on Search Monetization

Perplexity's paid users are getting more than just AI-powered answers—they're now seeing brand promos slipped alongside search results, thanks to a new strategy called Pro Perks. With 650 million monthly search queries flowing through its platform, the company is using its growing traffic to surface discount deals from launch brands like Visa, TurboTax, and Farmers Insurance. These promos aren’t sponsored placements (for now), and while free users can view them, only paid subscribers can actually cash in.

This isn’t about ad revenue—at least not directly. Perplexity says it’s courting brands that naturally pop up in search results, aiming to boost subscriptions rather than collect affiliate fees. It’s also courting consumer attention in an age where shopping agents are becoming smarter, more selective, and perhaps more promo-driven. According to the company's execs, these high-value coupons could increase Pro sign-ups and stickiness, even if they're not yet drawing a stampede of advertisers.

That said, some in the ad tech world are side-eyeing the impact. Since promo access is locked behind a paywall, many marketers might balk at the limited reach. Perplexity’s subscriber base is growing but still niche—an estimated 16% of users are on some sort of paid tier. Still, as Perplexity builds out shopping tools, in-platform purchasing, and even its own browser, it’s clearly angling to become more than just an AI search engine—it wants to be a transaction-trigger, with brands riding shotgun.

Read more at AdAge.