Ads in Perplexity AI and Comet Browser: What Users Need to Know

Perplexity AI launched as a breath of fresh air in the search world — a fast, accurate AI-powered search engine that promised minimal clutter and no annoying ads. For a while, it delivered on that promise. But in late 2024, everything changed. Perplexity quietly introduced sponsored follow-up questions and sidebar ads. At the same time, the company announced Comet, an ambitious new AI browser that plans to track nearly everything users do online to deliver hyper-personalized advertising.

This shift has left many users disappointed and concerned. In this article, we break down how Perplexity ads actually work, what Comet’s controversial tracking model means for privacy, and most importantly, how to block ads in Perplexity AI and protect yourself from aggressive tracking. We’ll also show why AdLock remains one of the most effective tools for staying ad-free in this new AI advertising era.

Does Perplexity AI Have Ads?

Yes, Perplexity AI now shows ads. Until November 2024, the platform was almost entirely ad-free, relying on its Pro subscription for revenue. That changed when Perplexity introduced “Sponsored” follow-up questions and video ads in the sidebar. These ads are clearly labeled as “Sponsored,” and the company states that the AI still generates the actual answers — brands only pay to trigger the sponsored prompt.

However, this marks a fundamental shift in Perplexity’s business model. What started as a clean, subscription-supported product is now moving toward a hybrid advertising model. Many users feel this breaks the original promise of a cleaner alternative to Google.

How Perplexity Ads Work: Sponsored Follow-Up Questions

Perplexity’s ad system is quite different from traditional search ads. Instead of showing separate ad links at the top, Perplexity inserts “Sponsored” questions at the bottom of the answer or in the sidebar. For example, if you ask about running shoes, you might see a sponsored follow-up like “Best running shoes from Nike?” even if the main answer was neutral.

These sponsored prompts are generated by the AI itself, not written by advertisers. Brands pay on a CPM (cost per thousand impressions) basis. While this makes the ads feel more natural, it also raises concerns about whether sponsored questions influence the tone or ranking of results over time.

What Is Perplexity Comet, and Why Is Its Ad Plan Controversial?

Comet is Perplexity’s new AI-powered browser, built on Chromium. It integrates the Perplexity AI assistant directly into the browsing experience, capable of performing tasks like filling forms, comparing products, or summarizing pages.

The controversy comes from CEO Aravind Srinivas’ statements about Comet’s business model. He openly said the browser will track almost everything the user does online: browsing history, purchases, clicks, and time spent on pages. All this to build extremely detailed user profiles for “hyper-personalized” advertising. At the same time, Comet includes a built-in ad blocker that blocks third-party ads and trackers on other websites.

This creates a strange paradox: Comet promises to protect you from everyone else’s tracking… while tracking you more aggressively than almost any other browser to sell its own ads. Many users and privacy advocates see this as hypocritical and concerning.

Are Perplexity Ads a Problem for Users?

Yes, for several reasons:

• Neutrality Concerns: Sponsored follow-up questions may subtly influence the AI’s suggestions.
• Massive Data Collection: Especially with Comet, Perplexity aims to build one of the most detailed user profiles in the industry.
• Future Ad Increase: As the company grows, the volume and intrusiveness of ads are expected to rise.
• No Easy Way to Opt Out: Free users have limited control over seeing sponsored content.

Many long-time users feel Perplexity is slowly becoming “just another ad platform with AI wrapped around it.”

How to Block Ads in Perplexity AI

Here are the most effective ways to block ads in Perplexity AI and Comet:

1. Use an Ad Blocker

The most effective solution is a strong ad blocker. AdLock is particularly good here because it works at the system level, blocking sponsored prompts, sidebar video ads, and tracking scripts across both the website and the future Comet browser.

How to use AdLock with Perplexity:

1. Download AdLock from adlock.com;
2. Install and enable ad blocking;
3. Update filters;
4. Browse normally — sponsored questions and ads are significantly reduced or eliminated.

2. Switch to Perplexity Pro (Paid Plan)

Perplexity Pro ($20/month) currently shows fewer sponsored prompts than the free version. However, it does not completely remove ads, and with Comet’s planned model, even Pro users may see more personalized advertising in the future.

3. Avoid or Use Comet Browser With Caution

If privacy is your priority, many experts currently recommend avoiding Comet browser until its tracking practices become clearer. If you do use it, combine it with a powerful system-wide blocker like AdLock.

4. Disable Personalized Ads & Tracking

• Go to your Google Account → Ads Settings and turn off personalization;
• In Perplexity settings, limit data sharing where possible;
• Use private browsing sessions for sensitive searches.

Perplexity vs. Google Ads: How They Differ

Perplexity’s model feels more integrated and potentially more manipulative because the AI itself delivers the sponsored content.

Will Perplexity Become More Ad-Heavy?

Currently, advertising makes up less than 0.1% of Perplexity’s revenue. However, with the launch of Comet and growing competition in AI search, the company is clearly moving toward a heavier advertising model. Most analysts expect the volume of ads to increase significantly over the next 2–3 years as Perplexity tries to reduce its dependence on Pro subscriptions.

This mirrors what happened with Google, YouTube, and other platforms — starting clean, then gradually introducing more ads as pressure to monetize grows.

Conclusion

Perplexity AI and its upcoming Comet browser represent a troubling trend in AI tools: promising a cleaner, smarter internet while quietly building sophisticated advertising systems. From sponsored follow-up questions to plans for full browsing tracking, users are right to be concerned about privacy and neutrality.

The most effective way to stay protected is by using a strong, system-wide ad blocker. AdLock remains one of the best tools available — it blocks sponsored content, trackers, and intrusive elements across browsers and apps, helping you maintain a cleaner, more private experience.

Install AdLock today and take control of your AI search and browsing. Your data and attention deserve better.