The dream of serving ads to AI agents has hit a snag
Perplexity said ads designed to influence AI bots are "deceptive," in response to a recent experiment from the publisher Time.
The concept of serving advertisements to AI agents has encountered a setback. Time magazine, in collaboration with the adtech company Mobian, has recently initiated a trial run of ads specifically designed for AI bots. These ads, known as "Agent Ads," appear as text-based FAQs containing accurate brand information. However, not all AI platforms are on board with this approach.
Perplexity, an AI search company, has decided to disallow these ads from influencing its models, citing concerns about potential deception. Perplexity warns that engaging in deceptive advertising could result in downranking in its search index. The company's stance stems from the practice of serving AI agents one set of content while presenting a different version to human users, a tactic known as "cloaking" that has been penalized by search engines.
If the ads prove to be valuable, why not display them openly instead of hiding them? This experiment, while focused on learning about the impact of advertising on AI-driven environments, is also about establishing standards and safeguards for responsible growth in the advertising and AI sectors.
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