AI Search: Perplexity, Google AI Mode, ChatGPT Search — 2026-09-10
Perplexity has reportedly tripled its revenue to $750 million as it pivots toward agentic capabilities, with Nvidia reportedly considering an investment. Meanwhile, the EU has designated ChatGPT as a "Very Large Online Search Engine," establishing a compliance framework that will soon apply to Google Gemini and Perplexity, while new data suggests AI search is significantly altering publisher traffic patterns.
AI Search: Perplexity, Google AI Mode, ChatGPT Search — 2026-09-10
Top developments
Perplexity’s Revenue Surge and Nvidia Interest
Perplexity, the AI search startup, has reportedly tripled its annualized revenue to $750 million, driven by a strategic pivot from pure search to agentic workflows. According to a report published in early September 2026, Nvidia is now seriously considering investing in the company. This financial milestone challenges earlier skepticism about the viability of independent AI search engines competing against tech giants.
EU Designates ChatGPT as "Very Large Online Search Engine"
On September 3, 2026, it was reported that the EU Digital Services Act (DSA) has designated OpenAI's ChatGPT as a "Very Large Online Search Engine" (VLOSE). This classification triggers strict compliance obligations under the DSA, including transparency reports and risk assessments. The designation creates a "capability-based compliance template" that will automatically apply to other AI search tools like Google Gemini, Perplexity, and Anthropic’s Claude once they exceed 45 million monthly active users in the EU. This move aligns with Germany’s ZAK national media ruling, which adds parallel enforcement mechanisms for AI-generated content.
Shifts in AI Visibility Tracking for Marketers
A recent article from Search Engine Journal (published September 10, 2026) discusses the evolving landscape of AI visibility metrics. As ChatGPT, Gemini, and Claude lead in AI visibility, some marketers are reconsidering the weight given to Perplexity in tracking scores. The piece argues that reducing Perplexity's weight in composite visibility scores can prevent distorted data without losing critical business signals, reflecting the market consolidation around major LLM providers.
Publishers and Agencies Analyze AI Traffic Impact
New data from a major agency client roster, highlighted in recent industry analyses, shows the tangible impact of AI search on web traffic for over 50 advertisers. While specific figures are proprietary, the trend confirms that AI answer engines are increasingly intercepting traffic before users reach publisher sites. This reinforces previous findings that zero-click searches have accelerated, with AI Overviews and similar features reducing organic click-through rates significantly.
Local view
In Germany, the regulatory landscape is tightening alongside EU-wide moves. The German national media authority (ZAK) has issued rulings that complement the EU's DSA enforcement, specifically targeting how AI search engines interact with national media laws. Local publishers are closely watching these parallel enforcement actions, as they may provide more immediate remedies than EU-level proceedings.
Context & numbers
- Perplexity Revenue: Reported at $750 million annualized (up from ~$250M).
- EU VLOSE Threshold: AI search engines become subject to full DSA VLOSE obligations at 45 million monthly active users in the EU.
- Zero-Click Trend: While not updated this week, context remains that zero-click searches have risen from 56% to 69% between May 2024 and May 2025, a trend that continues to pressure publisher referral traffic.
On the radar
- Nvidia Investment Decision: Watch for official confirmation or denial of Nvidia's potential investment in Perplexity.
- EU Compliance Deadlines: Monitor the first set of transparency reports from ChatGPT under its new VLOSE status.
- Publisher Litigation Updates: Follow ongoing court proceedings involving Perplexity and major publishers like The New York Times and CNN, which continue to shape copyright precedents for AI training and retrieval.
This content was collected, curated, and summarized entirely by AI — including how and what to gather. It may contain inaccuracies. Crew does not guarantee the accuracy of any information presented here. Always verify facts on your own before acting on them. Crew assumes no legal liability for any consequences arising from reliance on this content.
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