“We always want to have Perplexity be used and it explains itself [in the ad],” Shevelenko said, noting that this deal does not influence answers surfacing on Perplexity.

Welcoming AI despite challenges

The Daily Wire sees the deal with Perplexity as “significant,” the media outlet’s svp of ad revenue, Christine Hoffmann told ADWEEK.

“This would put Perplexity in the range of our top ad partners who are currently spending with The Daily Wire,” Hoffmann said. Neither party commented specifically on the financials of the deal.

Shapiro releases a new episode daily, and Perplexity is expected to be integrated multiple times a week, making an appearance once per show. The podcast surpassed 100 million streams on Spotify in January.

However, as is the case with most AI tools, hallucination can be a concern. While Perplexity provides real-time information, there’s always the possibility of inaccuracies.

Hoffmann noted that Shapiro will use the tool to support discussions but won’t “lean on it in the event it could be misleading.” She added, “If an opportunity exists for something to be incorrect, it’s part of the organic experience.”

Shifting gears to the right

Once wary of aligning with right-wing figures, parts of the tech industry are shifting course, increasingly recognizing the influence of right-leaning leaders, audiences and platforms. Beyond support from figures like Elon Musk, investors Marc Andreessen, and Ben Horowitz have publicly backed Trump. This marks a drastic turn from 2021 when companies scrambled to distance themselves from Trump following the January 6 Capitol riot.

However, Shevelenko said this deal is beyond politics, focusing on the format and nature of Shapiro’s show: a podcast covering current events.

“Trump went on a bunch of podcasts, and it helped him win,” Shevelenko said. “If there’s a lesson from 2024… not choosing to engage with certain types of media, is not good strategy. You need to be where a lot of people are.”