Perplexity AI has unveiled a landmark initiative to share revenue with publishers, in a move designed to address one of the most pressing tensions between artificial intelligence platforms and the media industry: how to fairly compensate content creators whose work powers AI-driven services.
On 26 August, the San Francisco-based startup announced a $42.5 million fund to underpin its new model. At its centre is Comet Plus, a $5-a-month subscription service that will distribute around 80 per cent of revenue to participating publishers when their content is surfaced in AI results, clicked by users, or used in tasks performed by Perplexity’s AI assistant.
The scheme represents a notable departure from the advertising-driven model long dominated by Google. That ecosystem has been disrupted by what publishers call the “Google Zero” effect, where AI-generated summaries reduce traffic back to original sites. “We need fresh monetisation strategies,” said Jessica Chan, Perplexity’s head of publisher partnerships, positioning the initiative as an industry first.
The move follows mounting legal challenges. Publishers including The Wall Street Journal, Forbes, and in Japan, Nikkei and Asahi Shimbun, have accused Perplexity of copyright infringement and unauthorised scraping. Japanese plaintiffs allege reputational damage caused by erroneous AI outputs attributed to their brands.
Chief executive Aravind Srinivas has acknowledged these tensions, pitching the scheme as a “new revenue stream” for media companies. Perplexity now handles around 230 million monthly queries, underscoring both its rapid growth and the urgency of resolving disputes over intellectual property.
Early partners include Time, Fortune, Der Spiegel, Entrepreneur and The Texas Tribune. They will also gain free access to Perplexity’s Enterprise Pro tier, developer tools, and usage analytics provided by Scalepost.ai, a specialist in AI–publisher partnerships.
The company’s wider ambitions have been underscored by a bold $34.5 billion bid for Google’s Chrome browser, signalling its intent to challenge the dominance of traditional search.
Yet scepticism persists. Critics warn that while the $42.5m fund is significant, it may prove insufficient given the scale of content consumed, especially for smaller outlets. Transparency in distribution and inclusivity across diverse media remain key hurdles for long-term trust.
For consumers, Comet Plus promises faster, more accurate AI-assisted browsing while indirectly funding journalism. For the industry, Perplexity’s model offers a potential blueprint: a system where AI progress and content sustainability are not in conflict but mutually reinforcing.
Whether the scheme sets a new standard—or proves a short-lived experiment—will depend on how fairly it shares value across the media ecosystem.
Created by Amplify: AI-augmented, human-curated content.
