What is Perplexity?
Perplexity is an AI-native search engine that provides direct answers to questions with citations, representing a new paradigm in how people search for information.
Unlike traditional search engines that return lists of links, Perplexity uses AI to understand questions, search the web in real-time, and generate comprehensive answers with inline citations. Founded in 2022, it has rapidly grown to become a leading alternative to Google for users who want direct answers rather than links to click.
Why it matters
Perplexity matters because it represents the clearest example of what AI-native search looks like. Its rapid growth suggests many users prefer this model over traditional search. For brands, Perplexity offers a more transparent AI visibility opportunity than other platforms. Its citation model means good content can earn both mentions and clicks. As the platform grows, being visible in Perplexity responses becomes increasingly valuable for reaching information-seeking professionals and consumers.
What people get wrong
- Perplexity is just ChatGPT with search. Perplexity was built from scratch as a search-first AI platform. Its RAG architecture and citation model are fundamentally different from ChatGPT's approach.
- Perplexity is too small to matter. Perplexity has grown to millions of active users and is particularly strong among high-value professional audiences.
- You can't optimize for Perplexity visibility. Perplexity uses web search, so good content that ranks well and provides clear, authoritative information tends to be cited.
Related terms
RAG: RAG is the core technology behind how Perplexity retrieves and synthesizes information.
AI Search: Perplexity is a leading example of the AI search paradigm.
AI Citation: Perplexity's citation model is exemplary of how AI search can attribute sources.
Zero-Click Search: While Perplexity provides direct answers, its citation model still drives clicks to sources.
Track your Perplexity visibility
Trakkr monitors how your brand appears in Perplexity responses across thousands of relevant queries. See when you're cited, track share of voice versus competitors, and identify content that earns citations.
Frequently Asked Questions
How do I get cited in Perplexity?
Create authoritative, well-structured content that ranks well in traditional search. Perplexity uses web search to find sources, so good SEO and content quality both help.
Does Perplexity send traffic to websites?
Yes, more so than other AI platforms. Perplexity prominently displays citations with links, and users frequently click through to verify information.
How big is Perplexity's user base?
Perplexity has grown to millions of active users, with particularly strong adoption among professionals and researchers.
Is Perplexity a threat to Google?
For certain use cases, yes. Users who want direct answers without ads increasingly prefer Perplexity. But Google's scale and integration remain dominant.