Perplexity Integrates AI into Theo Von Podcast Ads for Real-Time Answers
AI search company Perplexity has forged a unique advertising partnership with comedian Theo Von’s popular podcast, “This Past Weekend.” The deal, struck with The Roost podcast network and set to run through the end of the year, integrates Perplexity’s artificial intelligence technology directly into Von’s unscripted interviews, providing real-time answers to questions posed during the video version of his episodes. This innovative approach moves beyond traditional ad reads, with Perplexity’s AI responses replacing the standard 60-second commercial breaks.
Unlike conventional sponsored content, these AI-generated messages will not carry a “sponsored” label, though Dmitry Shevelenko, Perplexity’s chief business officer, confirmed the arrangement is a commercial sponsorship. This dynamic integration began subtly over the past couple of months, signaling the full launch of the new partnership.
The collaboration appears a natural fit for Von, 45, known for his inquisitive, often idiosyncratic interview style. His episodes, which release every Wednesday and can run up to two hours, frequently see him pausing mid-conversation to seek clarification from guests or prompt his producer for relevant information. This habit makes Perplexity’s immediate, on-demand answers a seamless addition. Shevelenko lauded Von’s “extreme curiosity,” noting, “Theo asks the most original, out-of-the-box questions out of podcast hosts.” Catherine Brown, VP of revenue and partnerships at The Roost Podcast Network, echoed this sentiment, stating that Perplexity “solves those questions” with “trustworthy answers” due to its “model agnostic” approach, meaning it draws from various AI models rather than being tied to a single one.
This new deal follows Perplexity’s successful partnership in March with “The Ben Shapiro Show.” Shevelenko reported that the campaign significantly exceeded expectations, leading to a 50% increase in brand recognition and audience recall, though specific figures were not disclosed. The move highlights a broader trend of AI companies exploring podcast advertising, reflecting a strategic shift towards embedding AI directly into cultural touchpoints.
Perplexity, valued at $18 billion and reportedly holding $850 million in cash by the end of last December, has demonstrated significant ambition, including a recent $34.5 billion bid for Google Chrome. Shevelenko emphasized Perplexity’s distinctiveness from other AI models like ChatGPT, stating, “Unlike ChatGPT, which can be sycophantic, Perplexity gives you facts, and doesn’t encourage you to go with your idea, even if it’s not grounded in anything.” This focus on factual accuracy aligns with the need for reliable information in a live, unscripted setting.
“This Past Weekend,” launched in 2016, has steadily climbed the podcast charts, landing at fourth place on Spotify’s 2024 year-end ranking. The show claims nearly 54,000 monthly listeners, while Von’s YouTube channel boasts an impressive 4.15 million subscribers, with some episodes attracting over a million views. This considerable reach and Von’s diverse guest roster—from Donald Trump ahead of the 2024 election to an intensive care specialist discussing the Israel-Hamas war, and even OpenAI CEO Sam Altman—aligns with Perplexity’s “meta strategy” to “be part of where culture is happening.” While Von is sometimes associated with the “manosphere” of right-leaning influencers, his show often features a wide array of voices, further underscoring its broad cultural appeal and the unique context for Perplexity’s real-time AI integration.