Two of the world’s most powerful tech companies—Apple and Meta—are reportedly eyeing an acquisition of Perplexity AI, a promising startup revolutionizing how people search the internet using artificial intelligence. With generative AI reshaping search, communication, and productivity, both Apple and Meta seem to have recognized that Perplexity could be the secret weapon in the escalating battle for AI supremacy.
Perplexity AI: The Search Challenger That’s Hard to Ignore
Founded in 2022, Perplexity AI offers a conversational search engine powered by advanced language models, including its proprietary Sonar model. Unlike traditional search engines that prioritize links, Perplexity responds to queries with direct answers and citations from trusted sources, creating an intuitive and informative user experience. It’s being compared to ChatGPT and is seen as a legitimate alternative to Google Search—something few companies have ever managed to achieve.
In addition to its innovative interface and multimodal support (text, voice, image), Perplexity stands out for its transparency. Each answer includes source footnotes, giving users confidence in the information provided. With growing user interest and tech industry buzz, the startup has quickly reached a valuation of over $14 billion.
Apple’s AI Reset: What Perplexity Could Offer
Apple’s AI offerings have struggled to impress. Siri, once a pioneer in voice assistance, now lags behind Alexa, Google Assistant, and ChatGPT. The launch of Apple Intelligence at WWDC 2024 was criticized for lacking real-time capabilities, limited conversational depth, and a delayed rollout.
Acquiring Perplexity could immediately inject fresh AI talent, robust search tech, and a proven conversational engine into Apple’s ecosystem. More importantly, it gives Apple a chance to build a native, AI-powered search experience within Safari and iOS, reducing its $18–$20 billion annual dependence on Google to remain the default search provider on iPhones.
Potential Integration Scenarios for Apple
- Siri 2.0: Perplexity’s conversational search engine could form the backbone of a reinvented Siri.
- Safari AI Search: Integration into Safari’s search bar could offer a Google-free search experience.
- Apple Intelligence Booster: Add Perplexity’s real-time web access and citation model to Apple’s local AI features.
Meta’s Motivation: From Catch-Up to Leapfrog
Meta’s strategy is different: it’s already betting big on AI and the metaverse, but has been trailing OpenAI and Google in language model development. While its LLaMA models are powerful, developer adoption and product integration have been modest. Meta’s AI assistant across Messenger, Instagram, and WhatsApp needs a breakthrough to compete with ChatGPT and Gemini.
Perplexity could be the plug-and-play solution Meta needs. It offers personalized, fast, and transparent answers, with potential applications across Meta’s social and messaging platforms. Imagine asking Meta AI on WhatsApp a question and getting a Perplexity-powered, citation-backed response instantly—that’s the vision.
Meta’s Vision: AI Everywhere
- Social Search: Enhance discovery in Instagram and Facebook through conversational AI.
- Messaging AI: Upgrade Meta AI in WhatsApp with real-time web answers.
- VR/AR Integration: Use Perplexity’s search tech in Meta Quest for smarter, immersive assistance.
Regulatory Risks Loom Large
Both Apple and Meta are already facing scrutiny from global regulators. Apple, in particular, is battling antitrust allegations related to App Store policies and its deal with Google Search. A high-profile acquisition like Perplexity could trigger further investigation, especially if it is seen as an attempt to monopolize AI-powered search on mobile devices.
Meta’s own reputation for aggressive data collection and user profiling also makes its interest in an information-focused AI company like Perplexity a potential red flag in the eyes of privacy advocates and regulators.
Could Perplexity Remain Independent?
Despite being in acquisition talks, Perplexity AI may not be looking to sell. With rising demand, strong venture backing, and a growing user base, the company could follow the path of other AI unicorns by scaling independently or preparing for an IPO. Yet, the opportunity to partner with—or be acquired by—a global tech giant may be too lucrative or strategic to pass up.
Final Thoughts: The AI Search War Is Just Beginning
The battle for the future of search is no longer just between Google and Bing. With players like Perplexity stepping into the arena, and giants like Apple and Meta preparing to either acquire or replicate their tech, the next few months could define the next decade of how we search, learn, and interact with the internet.
Whether or not a deal is made, the interest in Perplexity AI proves one thing: conversational AI search is the future—and the biggest names in tech know it.