Snapchat is significantly enhancing its search capabilities with a $400 million deal with Perplexity, an AI startup. This partnership will make Perplexity search engine the primary tool within Snapchat, providing users with access to real, sourced answers while maintaining the existing My AI feature.
Why Snapchat Cares About Search:
Snapchat has recognized that easier access to features drives user engagement. By placing Perplexity’s search function alongside the camera, chat, and Stories, Snap encourages users to ask questions seamlessly. This strategic placement opens avenues for future monetization through:
- Sponsored answers
- Affiliate links
- Augmented reality product results
- Trending topic summaries
- Brand-powered search experiences
This move is particularly savvy for a platform that resonates with Gen Z.
Why Perplexity Works:
Perplexity stands out due to its:
- Use of up-to-date web information
- Clear source citations
- Commitment to accuracy
- Ability to link directly to sources
- Reduced likelihood of generating false information
For younger users who frequently encounter misinformation, this reliable AI search can foster greater trust.
Follow the Money:
This partnership differs from traditional arrangements; Perplexity pays Snapchat to be its main search engine, akin to Google’s mobile agreements. This setup benefits both parties: Perplexity gains access to a large user base, while Snapchat enhances its app experience without any downsides.
Legal and Safety Considerations:
Perplexity faces scrutiny from media companies for utilizing content without permission. Given Snapchat’s predominantly young audience, the platform will likely prioritize:
- Rigorous content verification
- Safe sourcing practices
- Clear information citations
- Minimization of misinformation risks
Maintaining accuracy is crucial for Snapchat’s reputation, especially when it comes to user safety.
AI Search Is Getting Real:
The race for search dominance is heating up, with various tech giants investing in AI search technologies:
- Apple + Google’s Gemini for Siri
- Meta’s AI integrations
- Google’s AI Search
- ChatGPT’s expanding capabilities
Snapchat’s approach aims to integrate search functionality directly into social interactions, potentially revolutionizing how young people engage with online information.
What to Watch For:
As the new search feature rolls out, keep an eye on:
- Increases in user search activity
- Engagement with cited answers
- Click-through rates on provided links
- Emergence of AI ads or sponsored results
- Licensing agreements with publishers
If Snapchat successfully normalizes AI search within its social framework, it could transform how younger demographics navigate the web.
