As part of the current campaign, the Silicon Valley company is mulling out-of-home ads that pose questions and include a QR code to find answers via its services.

Perplexity—which recently added $63 million in series-B funds for a total of $165 million in investments—is courting marketers and building its own ad business. It already counts Universal McCann, Snowflake, McCann Worldgroup, Zoom, HP, Paytm and the NBA’s Cleveland Cavaliers among the users of its Enterprise Pro chatbot.

As those discussions continue, Shevelenko said it was important to flex Perplexity’s own creative muscles with its first campaign.

“To be credible as a platform, we need to be credible as a creator,” Shevelenko said. “That informed us in going with a riskier approach.”