The AI-powered search engine Perplexity is removing ads from its platform, a move that signals a deeper strategic shift away from the traditional search model. The company had briefly experimented with sponsored links but is now reversing course, citing user feedback that ads compromised the clean, conversational experience. This decision highlights the challenge of monetizing AI search without alienating users accustomed to an ad-free, assistant-like interface. Instead of ads, Perplexity appears to be focusing on its paid ‘Pro’ subscription tier as its primary revenue model, betting that users will pay for premium features and higher usage limits. The retreat from advertising underscores the nascent and evolving nature of the AI search market, where companies are still testing viable business models that differ from the ad-dominated landscape of conventional web search. Read the full article at: https://www.wired.com/story/perplexity-ads-shift-search-google/