"Instead, Perplexity is banking on its name carrying weight to keep current users engaged and attract new ones, especially the high-level professionals its targeting. The platform received 780 million queries in May, CEO Aravind Srinivas shared at Bloomberg's Tech Summit last summer. From a mind share perspective, Perplexity hovers between 5-10%, according to Morning Consult research. Midjourney, Runway and Grok also fall within this range. By comparison, OpenAI's ChatGPT commands nearly 40% of user's market mind share."
"He later added, "We've just really benefited from a user base that really loves what makes us different." Perplexity's 'experimental' phase What's clear is who Perplexity is targeting: curious decision-makers like CEOs, investors, lawyers, high-profile athletes and journalists, Dwyer said, without revealing specific details about the breakdown of its user base."
"In June last year, the AI platform hosted its first coffee pop up, Curiosity Cafe, at NY Tech Week. Those efforts have since expanded to a permanent brick and mortar location, Cafe Curious, which opened in Seoul, South Korea last September to introduce more people to the Perplexity brand. And instead of a Super Bowl spot last year, Perplexity hosted a sweepstakes in which a user won $1 million. The winner was a small business owner based in Nashville."
Perplexity emphasizes brand recognition and targeted engagement over traditional SaaS monetization to retain and attract high-level professional users. The platform recorded 780 million queries in May and holds roughly 5-10% mind share versus ChatGPT's near 40%. Marketing is described as experimental and non-traditional, with a focus on curated audiences rather than mass storytelling. Target segments include CEOs, investors, lawyers, athletes, and journalists. Experiential efforts include Curiosity Cafe pop-ups, a permanent Cafe Curious in Seoul, and a $1 million sweepstakes won by a Nashville small-business owner. Detailed ad spend and tactical figures remain undisclosed.
Read at Digiday
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