Daily Wire Welcomes Perplexity to Advertise on The Ben Shapiro Show

For years, right-wing political commentator Ben Shapiro has read out the standard 60-second host-read ad, plugging sponsors with the same no-frills efficiency on his podcast.

But this year, his audience will hear something new: real-time answers verifying claims thanks to AI search engine, Perplexity.

This isn’t your typical ad placement. Instead of a scripted endorsement, Shapiro will integrate Perplexity into podcast The Ben Shapiro Show—hosted on The Daily Wire, the conservative media outlet he co-founded in 2015—using it mid-show to verify claims, dig into cultural topics, and reinforce his signature mantra: facts over feelings.

THE TAKEDOWN: AOC losing to facts in today’s Takedown segment powered by new search partner @perplexity_ai

Perplexity is available online at https://t.co/K8swbPpRpd and on iOS, Android, and Mac. pic.twitter.com/uv0EyL9h9o

— The Ben Shapiro Show (@BenShapiroShow) March 7, 2025

The deal, structured as an annual partnership for 2025, marks Perplexity’s first native ad integration with a media outlet. Financial details weren’t disclosed. But beyond the ad mechanics, the partnership signals a broader cultural shift: Tech companies, once shy of aligning with right-wing personalities, are increasingly embracing these platforms—reflecting a changing dynamic between Silicon Valley and political media.

Perplexity was among the tech giants, including Google and Meta, present at President Donald Trump’s inauguration in January. It was there that Perplexity’s chief business officer Dmitry Shevelenko met Shapiro for the first time, Shevelenko told ADWEEK.

“Ben very much prides himself on fearlessly pursuing the truth. This was just a good fit,” Shevelenko said.

This isn’t Perplexity’s first foray into advertising—previously, the AI search tool appeared in a Sunday Night Football ad featuring Chargers coach Jim Harbaugh. However, the startup—valued at $9 billion—is taking a different approach with its native ad deal with The Daily Wire. Rather than relying on the traditional sponsored ad format, Perplexity aims to integrate more seamlessly into content, avoiding the typical just another ad feel.

“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.”