Perplexity’s Airtel Giveaway Shows India Can Drive AI Growth, but Monetization Remains the Test – Tekedia

Perplexity’s year-long giveaway of its premium AI service to millions of Airtel customers is emerging as an important early test of whether AI companies can turn free access into durable usage and, eventually, paying customers in India.

The experiment generated a huge increase in Perplexity’s reach, according to TechCrunch. But as the first free subscriptions expire, the data presents a more complicated picture: downloads have collapsed, while user activity and revenue remain well above pre-promotion levels.

That distinction could be important for an AI industry increasingly using free trials, discounted plans and telecom partnerships to accelerate adoption in price-sensitive markets.

Perplexity began the experiment in July 2025 through a partnership with Airtel, India’s second-largest telecom operator. Airtel’s roughly 360 million customers were offered a 12-month subscription to Perplexity Pro, which normally costs about $200 a year.

New redemptions ended on January 16, but customers retained access for a year from the date they activated the offer. The earliest participants therefore began reaching the end of their free subscriptions in July and faced renewal charges unless they canceled.

The promotion immediately transformed Perplexity’s position in India.

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