Social networks poured money into TV advertising even though their whole existence was anathema to it. AI platforms are doing the same with creators now, chasing them hard despite being viewed by many as an existential threat to their livelihoods.
Perplexity is the latest name in that line. The company has spent recent weeks advertising for an exec to run its creator marketing, but the listing is no longer accepting applications. The company has yet to publicly name who landed the role.
Perplexity said the role was a backfill for an existing position, rather than a newly created creator-marketing function. The person previously in the role was moved internally to take on bigger responsibilities, and the position has since been filled. The company said it has partnerships with hundreds of influencers, ranging from niche creators to “cultural juggernauts” including Lewis Hamilton and Joe Rogan.
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