Perplexity, a search startup valued at $9B, aims to disrupt Google by offering a more conversational, AI-powered search experience. Founded by Arvin Shahi, it leverages LLMs to provide comprehensive answers, going beyond simple keyword matching. While initially focusing on informational queries, Perplexity plans to expand into other verticals and address challenges like monetization and scaling to compete with tech giants. The company emphasizes user experience and a data-driven approach to product development.