Perplexity courts creators to fix AI's image problem

Perplexity is the latest AI player chasing creators, hiring a creator-marketing lead (salary $175K to $225K) and striking partnerships with "cultural juggernauts" including Lewis Hamilton and Joe Rogan. Ben Woods, head of creator economy at Enders Analysis, frames it as a utility play, not a safety charm offensive: "This is about getting potential users interested in AI's usefulness and practical benefits... Especially around why a user should adopt one AI tool over another." The contrast with OpenAI's summer creator trip, which backfired, is the cautionary tale: "Most audiences are not afraid to challenge their favourite creators if a partnership feels disingenuous."