Artificial intelligence search company Perplexity has formed a strategic partnership with emerging Seattle-based technology firm Firmly.ai to enhance its e-commerce capabilities. The collaboration, announced on Thursday, aims to facilitate direct product sales within Perplexity’s AI search platform.
Firmly.ai, which specializes in enabling seamless commerce
transactions across various digital channels, will help integrate shopping features into Perplexity’s user experience. The Seattle startup, founded by former Samsung executives, provides technology that allows consumers to make purchases directly through content platforms, messaging applications, digital advertisements, and livestream environments.
Despite maintaining a relatively low profile since its establishment five years ago, Firmly.ai has secured $5.2 million in funding and currently employs approximately 30 people. The company’s founding team brings substantial industry experience, with CEO Kumar Senthil’s background including eight years at Microsoft and leadership roles at Groupon before heading Samsung’s global e-commerce product division.
In a conversation with Fortune, Senthil highlighted how TikTok’s influence has created increased demand for instantaneous purchasing options, describing it as a “buy-anywhere” consumer experience. The partnership structure ensures that brands utilizing Perplexity’s platform through the Firmly integration will retain all revenue generated from sales.
This collaboration follows Perplexity’s initial venture into shopping features, which began in November 2023. The AI search company has been making significant moves in the technology space, including its recent acquisition of Seattle-based Carbon, a company specializing in connecting external data sources to large language models.
Perplexity’s growth trajectory appears promising, with reports indicating the company is seeking additional funding at a substantial $18 billion valuation. Current financial performance shows annual recurring revenue approaching $100 million, according to CNBC reports.
Firmly.ai’s leadership structure includes co-founders Damien Balsan, who previously held executive positions at Samsung and PayPal, and Murali Krishnamurthy, who served as chief technical architect at Samsung. The company has attracted investment from a diverse group of venture capital firms and investment entities, including FJ Labs, BGV, Ark Invest, Rapid Ventures, Hawke Media ventures, Mu Ventures, Willow-Tree Ventures, and French founders.
The partnership represents a significant step in Perplexity’s evolution as it competes with OpenAI and other artificial intelligence companies. By incorporating Firmly’s commerce technology, Perplexity aims to create a more comprehensive search platform that seamlessly integrates shopping capabilities into its AI-powered search
experience.
This collaboration exemplifies the growing trend of AI companies expanding their capabilities beyond traditional search functions to include practical commerce applications. The integration of shopping features directly within AI search platforms represents a new frontier in how consumers discover and purchase products online.
For Firmly.ai, the partnership with Perplexity provides an opportunity to showcase its commerce technology on a rapidly growing AI platform. The Seattle startup’s approach to enabling purchases at the “point of inspiration” aligns with evolving consumer behaviors and expectations for seamless shopping experiences across digital platforms.
As both companies continue to develop their respective technologies, this partnership could serve as a model for future integrations between AI search platforms and e-commerce solutions, potentially reshaping how consumers interact with online shopping experiences through artificial intelligence-powered interfaces.