🌐 The Domain Dilemma: How Perplexity.ai Missed Out on Perplexity.in and Google Redirected It to Gemini
📖 Introduction
In the fast-moving world of artificial intelligence, branding and digital presence are as critical as the technology itself. A fascinating twist in the AI industry unfolded when Perplexity.ai, one of the fastest-growing AI startups, reportedly overlooked securing the Indian domain perplexity.in. This oversight opened the door for Google, which acquired the domain and redirected it to its flagship AI product, Gemini (gemini.google.com).
This incident highlights the importance of domain strategy in the digital era, where even a small lapse can have significant branding consequences.
🧩 Perplexity.ai: The Rising Challenger
Founded in 2022, Perplexity.ai quickly positioned itself as a competitor to OpenAI and Google by offering a conversational AI that blends search with generative responses. Its clean interface, real-time citations, and focus on transparency earned it a loyal user base.
Perplexity’s global ambitions were clear — it secured domains like perplexity.ai and expanded aggressively into multiple markets. However, in India, one of the fastest-growing digital economies, the company apparently missed registering perplexity.in, a domain that could have strengthened its local presence.
🏢 Google Steps In
Google, already a dominant force in AI with Gemini, seized the opportunity. By acquiring perplexity.in, Google ensured that any Indian user typing the domain would be redirected to gemini.google.com.
This move serves multiple purposes:
- Brand Diversion: Users searching for Perplexity in India may end up on Google’s Gemini instead.
- Market Strategy: India is a massive market for AI adoption, and redirecting traffic strengthens Gemini’s visibility.
- Competitive Edge: It subtly undermines Perplexity’s brand recall in a region where domain extensions like .in carry strong local trust.
🔍 Why Domains Matter in AI Branding
Domains are more than just web addresses — they are digital real estate. For AI companies, they represent:
- Trust & Accessibility: Local domains (.in, .uk, .de) build credibility with regional users.
- Search Optimization: Country-specific domains often rank higher in local search results.
- Brand Protection: Owning variations prevents competitors from hijacking traffic.
By missing out on perplexity.in, Perplexity.ai inadvertently allowed Google to capture a slice of its potential audience.
⚖️ Lessons from the Oversight
- Secure Local Domains Early: Startups must lock down country-specific domains as part of their global expansion.
- Anticipate Competitor Moves: In a competitive industry, rivals will exploit any gap.
- Brand Consistency Matters: Users expect seamless access — typing “perplexity.in” should ideally lead to Perplexity’s official site.
🌟 The Bigger Picture
This episode is not just about one domain. It reflects the high-stakes branding war in AI:
- Perplexity.ai represents agility, transparency, and challenger energy.
- Google Gemini represents scale, resources, and dominance.
By redirecting perplexity.in to Gemini, Google demonstrated how even small tactical moves can reinforce its market leadership.
🏁 Conclusion
The case of perplexity.in is a cautionary tale for startups in the AI space. While Perplexity.ai continues to innovate and grow, its oversight in domain strategy allowed Google to make a clever branding play.
In the digital age, every click counts — and sometimes, a missed domain can mean thousands of diverted users. For Perplexity, the lesson is clear: in the race against giants like Google, technology alone isn’t enough — branding and foresight matter just as much.
