Perplexity CBO: SEO "broke trust"

Fortune

Perplexity Chief Business Officer Dmitry Shevelenko told Fortune Brainstorm AI that traditional search "went sideways" because SEO “broke trust in what you were seeing on the results page."

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00:00I mean, we look at so many different signals that you can't just reduce it to, you know, one

00:04core trait. And I actually think that is a feature, not a bug, in that it then becomes impossible to

00:11gamify, you know, how you show up in a perplexity answer. And I think this is where a lot of

00:16traditional search went sideways, is the SEO game, it just broke trust in what you're seeing on the

00:25results page. And preserving trust, particularly as AI gets more powerful and more intelligent,

00:31trust is going to be the most scarce asset. And we're going to really focus on preserving that.

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