Ads are making their debut on Perplexity AI this month, led by Whole Foods, McCann, and PMG. But plenty others are holding back, unsure if the investment is worthwhile — at least for now.

Their reluctance centers on two key factors.

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But according to Chad Stoller, chief innovation officer at Universal McCann (which is an agency partner of Perplexity), sometimes innovation, and thus pricing, can’t be measured right away.

Read more in Digiday.