We're experimenting with advertising

Original Article ↗ Hacker News Discussion ↗

Overall Reaction to Perplexity Introducing Ads

  • Many see this as the start of inevitable “enshittification” of yet another VC-funded service.
  • Several note Perplexity originally marketed itself as an ad-free alternative to Google; shifting to ads is viewed as a predictable reversal.
  • Some interpret this as a sign the company is running out of money or failing to reach profitability with subscriptions alone.

Ads vs. Subscriptions and Business Model Concerns

  • Broad consensus that ad-supported models eventually misalign incentives: product is optimized for advertisers, not users.
  • Multiple commenters cite the classic Brin & Page critique that ad-funded search is inherently biased toward advertisers.
  • Some argue a subscription-only model (e.g., Kagi, Fastmail) better aligns with user interests; others say ads are “the only revenue model that works” at scale.
  • There is concern that once ad revenue becomes material, the company is unlikely to roll it back; growth targets will push ever more aggressive ad integration.

Impact on User Experience and Trust

  • Many strongly dislike ads for:
    • Making interfaces worse and more cluttered.
    • Psychological manipulation and exploiting people with poor impulse control.
    • Incentivizing tracking, profiling, and data sales.
    • Security risks via ad networks (e.g., malvertising).
  • Several say they have never experienced a product improved by ads; ads are seen as pure degradation.
  • Some push back, arguing ads fund “free” services and users can just ignore or not click them, though others dispute that ignoring neutralizes influence.

Specific Concerns About Perplexity’s Implementation

  • Ads will appear as “sponsored follow-up questions” and side content; many see this as inherently influencing user behavior despite claims that core answers won’t be biased.
  • Commenters reference Google’s gradual shift from clearly separated sidebar ads to blended results as a cautionary trajectory.
  • It is unclear whether paid Pro accounts will be exempt from ads; lack of explicit exemption is taken by many to mean “no.”
  • Several paying or trial users state they will cancel or not subscribe if ads are shown to Pro users, especially given perceived recent quality stagnation or decline.