## Perplexity AI Aims to Disrupt Google’s Search Dominance with ‘Internal Knowledge’ Feature
In a bold move to challenge the established order of the search and advertising industry, Perplexity AI, the Jeff Bezos-backed startup, is introducing a new feature that could revolutionize how users conduct research. This innovative feature, dubbed ‘internal knowledge’ search, seamlessly combines external web searches with internal company data, creating a centralized hub for comprehensive research.
The brainchild of Aravind Srinivas, Perplexity AI’s CEO, this new search function empowers users to delve deeper into their research by simultaneously accessing both external and internal information. This capability is particularly impactful for industries like financial services, where informed decision-making requires a holistic understanding of data sources. Perplexity’s platform goes beyond basic web searches, allowing users to query stock data, institutional funds, and even internal proprietary data, all while seamlessly integrating with third-party sources such as Crunchbase and FactSet.
Srinivas believes this shift towards more complex queries reflects a changing landscape in consumer behavior, a trend that favors platforms like Perplexity. Advertisers are increasingly seeking deeper engagement with their target audience, making Perplexity’s approach to search highly attractive. He confidently asserts that the duopoly of Google and Meta in the search and advertising field is cracking, stating, “It’s all about what consumers are doing.”
Perplexity AI’s approach is a direct challenge to Google’s ad-heavy model, which the company has openly criticized in the past. Srinivas believes that users crave products tailored to their specific needs. He pointed out that Google, in its early days, resonated with users because it provided a simple, yet powerful, search experience. However, he sees Google as having strayed from this path, becoming more focused on advertising rather than user experience. This sentiment echoes the concerns raised by Ross Gerber, CEO of Gerber Kawasaki Wealth, who highlighted the growing threat posed by competitors like OpenAI’s ChatGPT and Perplexity to Google’s business model.
Perplexity’s commitment to innovation is evident in its impressive growth. The company reported a 700% increase in revenue and usage since the start of the year. They have also secured partnerships with prominent companies like Nike and Marriott International, further solidifying their position as a rising force in the tech industry. By the end of the year, Perplexity plans to launch its own advertising system, directly challenging the established players in the market.
With its innovative approach to search and its commitment to user experience, Perplexity AI is poised to become a major player in the search and advertising landscape. As consumer behavior continues to evolve, platforms that offer deeper insights and more personalized experiences will likely gain a significant advantage, making Perplexity a force to be reckoned with in the future of search.