How Can AI Firms Pay Publishers? Perplexity Has a Plan

The relationship between AI companies and news publishers has become increasingly complex as AI firms face scrutiny over their use of copyrighted content. While some publishers have taken legal action against AI companies for using their content without permission, others have sought a more collaborative approach to monetise AI’s use of their journalism.

Perplexity, a company that develops AI-powered search technology, has announced it has expanded its Publishers’ Programme to include 14 new media organisations across Europe, Asia and the Americas, marking the first major expansion of its initiative to compensate news outlets for content used in AI responses.

The Independent, a British digital news publisher, has become the first UK media organisation to join the programme, which launched in summer 2023 with Germany's Der Spiegel and US-based TIME magazine as founding partners.

The programme provides revenue sharing arrangements when Perplexity’s AI search engine references publisher content in its responses to user queries. As part of the agreement, publishers also receive access to Perplexity’s application programming interfaces (APIs) – software tools that allow different computer systems to communicate – and technical support to develop custom search capabilities.

Technology firm aims to bridge gap between AI and journalism

Perplexity’s search engine differs from traditional search engines by providing direct answers to queries rather than lists of links, while maintaining source attribution and revenue sharing with content creators.

The company’s technology generates responses to user questions with full citations and sources included, eliminating the need for users to compare multiple search results or navigate between different websites to find information.

The latest partners in the company’s Publishers’ Programme gain access to Perplexity’s technology stack, including tools to integrate AI-powered related questions features into their own websites. The arrangement allows publishers to experiment with AI technology while maintaining control over how their content is used.

Global expansion brings new media partners across four continents

The expansion brings in specialist media companies such as DPReview, which focuses on digital photography reviews and Gear Patrol, a product recommendation site, alongside traditional news organisations including the Los Angeles Times and RTL Germany's stern and ntv brands.

Spanish-language media group Prisa Media and Japan's Minkabu Infonoid have also joined, extending the programme's reach into new language markets. Other new partners include advertising industry publication ADWEEK, African-American news site Blavity, and regional US newspaper group Lee Enterprises.

The partnership roster now includes Mexico News Daily, MediaLab and World History Encyclopedia, demonstrating the programme's reach across different types of content providers and geographical regions.

Revenue sharing model addresses AI content concerns

The programme aims to address concerns about AI companies using publisher content without compensation by creating revenue-sharing mechanisms. Publishers can track when their content is referenced and receive a share of revenue from those interactions.

The collaboration extends beyond financial arrangements. Partners receive developer support and technical resources to create custom answer engines, enabling them to enhance their own digital offerings with AI capabilities.

This approach represents an attempt to align the interests of AI technology companies with quality journalism, as the industry grapples with questions about content usage rights and compensation in the age of AI.

The expansion brings Perplexity’s partner network to publications from over 25 countries, creating a diverse ecosystem of content providers across multiple languages and specialties. The initiative aims to create scalable solutions for both publishers and AI companies to work together effectively, while maintaining journalistic standards and proper attribution of sources.

Jessica Chan, Head of Publisher Partnerships at Perplexity, says: “Perplexity's first-of-its-kind publisher programme reimages how technology companies and news publishers collaborate, ensuring that media companies can benefit as we continue to grow. We would not be able to serve factual, valuable answers without news organisations continuing to report on different topics.

“We're excited to welcome these new publishers to the programme, representing over 25 countries across four continents.”

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