“We intentionally chose these formats because it integrates advertising in a way that still protects the utility, accuracy and objectivity of answers,” the blog post read. “These ads will not change our commitment to maintaining a trusted service that provides you with direct, unbiased answers to your questions.”

Perplexity’s embrace of ads stands in contrast to OpenAI’s decision not to launch its AI-powered search tool, ChatGPT Search, with ads. Rival Google has similarly piloted ads in its AI search experience, AI Overviews — recently showing ads for certain queries on mobile in the U.S.