![\"Perplexity](\"https:\/\/static.toiimg.com\/thumb\/msid-130280524,imgsize-21672,width-400,height-225,resizemode-4\/perplexity-ai-chief-communications-officer-jesse-dwyer-may-have-a-39message39-for-google.jpg\")
<\/div>\n<\/div>\n<\/div>\n<\/section>\n<\/div><\/div>\n<\/div>\nThe next battle in search may not be about ads or user behaviour, but about rewriting the technology itself. That\u2019s the message from Perplexity AI, which is now positioning its platform as a fundamental rethink of how information is retrieved online. According to a report by Benzinga, Jesse Dwyer, Chief Communications Officer at Perplexity, said: \u201cSearch, as most people know it, is a primitive technology that didn\u2019t experience any real innovation for 24 years.\u201d He added that the arrival of AI-native tools made the disruption \u201cobvious.\u201d<\/p>\n While most of the industry debate is centred around user behaviour and monetisation, but Perplexity believes that the real breakthrough lies in technology itself. The company frames that the web as the world\u2019s largest hard drive, where the \u201cwrite\u201d function has long been solved, but the \u201cread\u201d function has lagged. AI, it says, finally makes that read function possible.<\/p>\n Perplexity sees AI as more than just an upgrade to queries. The traditional systems take instructions, whereas the AI systems take objectives. Instead of returning links, they aim to deliver direct answers, reshaping what users expect from computing. \u201cAs the computer is now evolving, what users ask and do with it also evolves,\u201d Dwyer explained.<\/p>\nPerplexity believes the real breakthrough lies in technology itself
<\/h2>\n<\/p>\nPerplexity argues that AI is more than just an upgrade
<\/h2>\n<\/p>\nAds, monetisation, and target users
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