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Snapchat partners with Perplexity AI
ALSO : Apple partners with Google for Siri
Miso PECIREP
November 06, 2025
News of the day
1. Snapchat partners with Perplexity AI in a $400M deal to integrate AI search by 2026, enhancing user experience. → Read more
2. Apple is reportedly close to a deal with Google to use a custom version of its Gemini AI model for a significant Siri upgrade, aiming to enhance its capabilities. → Read more
3. Google's Gemini Deep Research now accesses Gmail, Drive, and Chat, offering personalized AI insights by synthesizing user data. → Read more
4. Google Cloud launches Ironwood TPUs, offering 4x performance for AI inference, and expands Axion processors. Anthropic commits to one million TPUs in a multi-billion dollar deal.→ Read more
Our take
Hi Dotikers!
Snap is not signing a gimmick, it is changing the game. By announcing the integration of Perplexity at the heart of Snapchat, the company signals that the next battle for search will be fought inside our conversations, not in browser tabs. Cheeky yet fair, if Google owns the search bar, Snapchat wants to turn it into a conversation bar.
Our view, this is a clear eyed bet on both sides. For Snap, capture intent at the exact moment it sparks in chat, hold attention, and reduce leakage to the open web. For Perplexity, an unprecedented distribution boost that places its answer engine where the under 25 audience actually lives. This shift upends our playbooks, classic SEO becomes AEO, Answer Engine Optimization, and content now has to prove, cite, and load in a second.
The uncomfortable question is monetization. Snap says Perplexity answers will not be an ad slot, which strengthens the case for a model focused on retention, first party signals, and direct response effectiveness. For brands, preparation starts now, clean product data, pages enriched with schemas, robust FAQs, verifiable sources, and early tests of conversational formats as soon as they are offered. The stakes, earning a prime position inside synthetic answers that will function like a new position zero.
Adoption risk remains. Rival AI integrations have met mixed reactions, and the regulatory and reputational climate is demanding. My AI has already been examined by the UK regulator, Perplexity is facing complaints about scraping. If the experience is not reliable, safe, and useful, it will be rejected, execution will decide everything. Our conviction, 2026 will be the year search slides from the address bar into the chat bubble, and the winners will be those who master relevance, evidence, and distribution. Our job now is to prepare brands to answer, literally.
M.
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