Perplexity AI – the key to smart content marketing?

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Have you heard about this amazing tool yet? In this post, I’ll introduce what Perplexity AI is and how it works. However, if you don’t have time to read the entire article, scroll down to see a quick guide on how to combine the power of ChatGPT and Perplexity AI to create quality content from reliable sources—easier (though not always faster).

What is Perplexity AI?

Perplexity, as it describes itself ??, “is a tool that combines the features of both a search engine and a chatbot. It works like an intelligent search engine, browsing various online sources to provide precise answers to users' questions in a conversational format” (source: Vestigio, Verseo). It enables interactive questioning and analyzes context, making the search process more personalized (source: Rynek Informacji, ClickUp). Thanks to these features, Perplexity AI can be considered a modern information retrieval tool that merges elements of both search engines and chat applications.

When you enter a topic of interest, this tool instantly provides an answer along with specific sources it used. Similar to well-known search engines, you can click on those sources to read the full article or report. Your query, you also receive related topics that AI suggests might be of interest to you.

In a single conversation thread, you can add follow-up questions. This tool is an exciting option for people who love to explore and dive deep into different subjects. The question is—does it get as addictive as scrolling through TikTok? ?? ??

Does Perplexity Pose a Threat to Other Tech Giants?

Not yet…

Perplexity AI has around 10 million active users per month (source: ExplodingTopics: The Latest Perplexity AI Stats 2024). In comparison, Google handles billions of visits monthly, making it the dominant search engine (source: Spidersweb). In 2023, Perplexity AI processed over 500 million queries, and by February 2024, it reached 50 million users—still a small number compared to Google.

For comparison:

• TikTok, at the beginning of 2024, reached approximately 2 billion active users per month and is projected to grow to 2.25 billion by 2027 (source: Tridenstechnology).
• TikTok users spend an average of 95 minutes per day on the platform (source: Widoczni).

Clearly, Perplexity AI faces significant challenges in surpassing well-established giants. However, as it defines its own future, the platform plans to grow its user base by encouraging more complex queries and deeper engagement.

What Are Its Chances of Becoming a Leader? Why Is It an Attractive Tool Beyond Just for Marketers?

Observing not just younger generations, it’s obvious—without needing studies—that people seek easy, instant solutions. Traditional search engines provide articles based on user queries. However, Perplexity AI goes further—it delivers a ready-made answer alongside the articles.

• Want to dive deeper? Click on the article and see the sources behind it.
• Feeling lazy? Simply copy and paste the response you received.

Is this scary? Maybe. But not surprising. Users already do this with ChatGPT.

The key advantage of Perplexity AI over ChatGPT? It provides sources and relies on real-time up-to-date web data, rather than generating responses from a limited dataset, as ChatGPT sometimes does.

For Those Who Like to “Google It” or Recently Started Saying “Ask the Chat”

Differences Between Perplexity AI, Google, and ChatGPT

Perplexity AI vs. Google:

• Response style: Perplexity generates summarized answers, while Google lists links to websites.
• Context understanding: Perplexity uses advanced Natural Language Processing (NLP) for better intent recognition, leading to more precise answers.
• Interactivity: Perplexity allows for follow-up questions in a conversational format, whereas Google is limited to static queries.
• Citing sources: Perplexity displays source links for transparency, while Google does not directly list them in search results.
• Business model: Perplexity does not display ads, while Google’s revenue heavily depends on advertising.

Perplexity AI vs. ChatGPT:

• Real-time search: Perplexity continuously browses the web for the latest information.
• Source citation: Unlike ChatGPT, Perplexity always lists sources, making data verification easier.
• Response accuracy: Perplexity is optimized for quick, specific answers.

How to Use Perplexity AI and ChatGPT in Practice?

Example: Looking for Post Ideas?

1. Ask ChatGPT for a list of engaging content ideas, e.g., “Top travel destinations in Poland for 2025.”
2. Enter this query in Perplexity AI to get a curated list with sources.
3. Click on the sources to expand your research and refine your content.
4. Feed the refined content back into ChatGPT and ask it to draft a social media post.
5. Ask for an image—and you’re done! Customize with your logo or style preferences.

Writing an article? This approach works similarly but requires more effort—additional searches, follow-up questions, and careful editing to add a human touch to the final content.

What to Watch Out For?

Verify sources & update data: AI may pull outdated information. Double-checking takes seconds and can significantly improve content quality.

• If a source isn’t recent, ask for newer references or search for the latest version of the data manually.

Customize content: Interact with AI, ask for edits, and add your own perspective.

• Adjust the tone and style to match your brand or personal voice.

For habitual Googlers:

• Look up the original reports referenced by AI.
• Explore entire studies or articles—you might find even better insights to add to your content.

Wondering if AI Is Worth It Since You Still Have to Check and Edit?

There’s no doubt AI processes more content in seconds than you ever could manually.

• New AI-driven search engines might surprise you with fresh sources you’ve never seen.
• Unlike Google, there’s no large-scale SEO manipulation yet in Perplexity AI—so results remain more organic (for now).

Got a Moment?

Are you already wondering how to get your brand’s content featured in Perplexity AI results?

After all, this is a new opportunity to drive traffic and boost brand recognition.

Not only can you attract curious users looking for insights, but also gain backlinks from people referencing your data in their own articles, blogs, and newsletters.

How to Optimize for Perplexity AI?

To increase your visibility in Perplexity AI, apply these strategies:

• Content Optimization: Create precise, value-driven answers to common industry questions.
• Content Production: Start a blog and publish regularly—more posts = higher chances of being sourced.
• GEO Strategy (Generative Engine Optimization): Optimize for AI-driven search results, similar to SEO for Google.

Not Sure Where to Start?

Think about user queries like: “Best company for...”, “Which service provider is legit...”, “What’s the top-rated brand for...”. To increase your chances of appearing in results:

• Get featured in rankings and industry reports.
• Showcase awards & achievements on your website—AI may pick this up as a reference (yes, it works!).

Investing in rankings or awards, once seen as mere brand image boosters, may soon become a lead generation tool.

Whoever moves first wins—leverage AI’s potential to increase your brand’s visibility.

Have fun exploring!