PRISA Media expands leadership in AI after striking deal with Perplexity

In just two years, the emergence of Generative Artificial Intelligence has already had an impact on countless sectors, including communications. As new technological proposals emerge that are set to alter the way users browse the internet, PRISA Media continues to weave a dense network of strategic alliances worldwide to reinforce its leadership in the Spanish-language communication market. This is the context of the agreement reached by the media division of the PRISA group with Perplexity AI.

Perplexity is a conversational search engine that answers questions posed by users using natural language and identifying the sources of information on which its answers are based. Rather than answering questions using training data for foundational large language models, Perplexity summarizes real-time information from the web using predictive text. This startup, co-financed by Amazon founder Jeff Bezos, chip giant Nvidia and Spanish multinational Telefónica, among others, is valued at 3 billion dollars.

As part of the Perplexity Publisher Programme, the company is entering into partnerships with global media groups, which authorise the use of their content to respond to search engine users’ queries in exchange for a share of the advertising revenue generated for that specific search.

Having already struck such deals with US magazines Time and Fortune and Germany’s Der Spiegel, Perplexity has now sealed alliances with over a dozen additional global publishers, including the Los Angeles Times, The Independent and PRISA Media, the leading media group in both Spain and Latin America.

“We would not be able to provide objective and valuable answers without news organisations continuing to report on different topics,” explains Dmitry Shevelenko, Chief Business Officer at Perplexity. In his view, this cooperative scheme “reimagines how technology companies and news publishers collaborate, ensuring that media companies can benefit as we continue to grow”.

For PRISA Media, channelling the content of El País, Cadena SER and the rest of its titles through search engines that operate with AI is a way of providing the best service to its readers and listeners, as well as expanding its audiences on a global scale. That is why it has already signed several contracts with leading companies in the field of Artificial Intelligence, starting with the one announced last March with OpenAI, under which ChatGPT users can interact with the quality content published by all its media, including As, Cinco Días and El HuffPost.

These pioneering alliances are part of PRISA Media’s profound digital transformation being driven by its executive chairman, Carlos Núñez. The roadmap with which this publishing group faces the challenge of Artificial Intelligence includes four fundamental objectives: to accelerate the multichannel distribution strategy of the quality content generated by PRISA Media’s titles, optimise its monetisation, promote efficiency in the production of the group’s news proposals and contribute to the construction of a healthier and more truthful communication ecosystem.

“The maelstrom of disinformation, which is rampant in search engines and social networks, is a clear threat to democracies. With our truthful, rigorous and independent content, which completely banishes fake news, we want to contribute to making browsing with AI an informatively safe and reliable space,” says Núñez.

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