Perplexity AI is being made available to all Snapchat users worldwide through the popular chat interface. This AI-powered answering machine allows users to ask questions and receive clear, conversational responses. These answers are based on verifiable sources from the internet.
The integration means that Snapchat users will soon have two different AI tools at their disposal. In addition to the existing "My AI" chatbot, which operates on OpenAI GPT models and Google Gemini, they will gain access to Perplexity's system. Perplexity specifically focuses on research and accuracy, which sets it apart from other chatbots. The platform claims to answer more than 150 million questions per week.
Financial impact for social media platforms
The deal between Snapchat and Perplexity is valued at 400 million dollars for one year of access to the user base. This amount indicates how valuable direct access to young users has become for AI companies. For Snapchat, this agreement represents a significant revenue stream that can aid in the further development of the platform.
However, the integration may also bring challenges. Users will now encounter two AI chatbots in their inbox, in addition to the already existing "Sponsored Snaps" advertisements. This accumulation of features could lead to a cluttered user experience.
Strategic considerations for businesses
For marketers and companies using Snapchat for their communication, the dual AI functionality offers new opportunities. They can test both systems to determine which performs best for their specific information needs. The ability to pose the same question to both chatbots provides insight into the quality and reliability of different AI systems. However, companies must consider the potential confusion that may arise from multiple AI options within the same platform.