Perplexity

If you're contemplating adding Perplexity AI to your toolkit, understanding its strengths and specific use cases is essential. Perplexity AI is designed as a hybrid of traditional search engines like Google and AI chatbots like ChatGPT, optimising for information retrieval and precise answers rather than creative outputs. It's an ideal choice for marketers and professionals who frequently need quick, reliable information from a variety of sources but want to avoid the time-consuming process of sorting through multiple search engine results.

Perplexity shines in research-heavy tasks where factual accuracy and source credibility are priorities. It can summarise information from multiple reputable sources into one cohesive answer, often linking back to those sources for further validation. Unlike traditional search engines, Perplexity presents information without the clutter of ads and pop-ups, making it a streamlined experience. The Focus feature allows you to specify the type of sources, such as academic databases, Reddit, or general web content, which helps to tailor results based on the context of your query. For those who need a tool that fits seamlessly into workflows involving data gathering, real-time updates, or specialised content discovery, Perplexity offers a practical solution.

However, it’s essential to recognise that Perplexity’s strengths lie in information accuracy and speed, not necessarily in high-level creative tasks. If your needs lean more toward brainstorming or creative writing, you may still benefit from tools like ChatGPT or Google Gemini. Overall, Perplexity AI is an effective option for marketers who prioritise accuracy, speed, and a conversational approach to research.

For new users diving into Perplexity AI, the platform offers an intuitive experience, but there are a few key features and strategies that will help you make the most of it right from the start. Begin with the Focus feature, which allows you to narrow down the type of sources Perplexity will use for its answers. For example, if you need academic insights, you can set the source to academic databases. If you’re looking for customer sentiment or public opinions, using Reddit as a source can be incredibly insightful. This customisability makes Perplexity AI more than just a chatbot—it’s a tailored search assistant.

One of the standout features for new users is Collections. As you perform different searches, you can save relevant responses into organised collections. For example, if you're researching digital marketing strategies, you could create a "Marketing Insights" collection. You can even customise the prompt within a collection, instructing Perplexity to take on a specific tone or role for every query in that collection. This allows you to build up a repository of valuable information over time, making Perplexity ideal for ongoing research projects.

Additionally, Perplexity offers a Discover tab, where you can explore trending topics and recent articles. This tab can be particularly useful for staying updated on industry trends without manually searching for each topic. For new users, starting with these foundational features—Focus, Collections, and Discover—will provide a strong base for understanding how Perplexity AI can serve as both a research tool and an organisational resource. As you get more comfortable, consider testing out more advanced features like source management to refine the quality and relevance of your search results.

If you've been using Perplexity AI for a while and are looking to maximise its capabilities, there are several advanced features and techniques to explore. Experienced users will benefit from customising collections with specific prompts to create contextually relevant, structured outputs. For instance, if you're building a presentation on market trends, set up a collection to prompt Perplexity to format answers in bullet points or as a structured outline, like the SCQA (Situation, Complication, Question, Answer) framework. This approach can drastically cut down preparation time and help create well-organised research outputs.

Another feature for seasoned users is the ability to select different underlying AI models. Perplexity offers access to models like GPT-4, Claude, and Gemini, allowing you to switch based on the complexity or nature of your task. For example, GPT-4 might be more effective for nuanced responses, whereas other models may offer quicker, more straightforward answers. Being able to adjust the model for different tasks gives experienced users greater flexibility and control, allowing you to optimise Perplexity for specific workflows.

Lastly, Perplexity’s Pro version offers enhanced capabilities, including up to 600 searches per day and access to image generation. Pro users can also select from various text-to-image models, useful for creating visual content or enhancing presentations. For tasks requiring detailed, well-sourced information, the Pro search feature aggregates more sources, resulting in deeper insights and more comprehensive answers. Seasoned users will find that upgrading to Pro, combined with a strategic use of collections and customised model settings, allows Perplexity AI to function as a robust, high-efficiency research assistant.