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AI search engine Perplexity wants to create the next great shopping experience. It believes a small startup can help

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In the fall, the AI-powered search engine Perplexity began rolling out a shopping assistant and checkout experience that it hopes will shrink the time for users between discovering a new product on its service and buying it.

Now the company is working with a Seattle-based tech startup called Firmly.ai to help it make it easier for just about any online brand, big or small, to start selling goods directly through Perplexity’s shopping results.

In an exclusive interview with Fortune, Perplexity chief business officer Dmitry Shevelenko said more than 150 ecommerce merchants have expressed interest in selling goods through the AI search platform since the company began rolling out its shopping tools in November.

But in order to expand the Perplexity shopping experience to thousands of online retailers and brands or more, it needed a technology partner that could help the company easily connect with all of them through a single integration that provides users a good checkout experience while online retailers still control the customer data and the transaction itself.

“It lets us focus on building the best user experience and not have to get as deep into the weeds on the merchant checkout,” Shevelenko said.

For many years, some of the largest consumer internet companies—from Google to Instagram to Pinterest to Twitter—experimented with trying to turn their users’ attention into direct merchandise sales, with little to no success. Some, including Google and Pinterest, ended up giving up on their attempts. But more recently, interest in the idea of enabling internet users to buy products wherever they discover them—even if it’s not on an ecommerce site like Amazon or a retailer’s own website—has reignited with the help of a certain blockbuster video-sharing app that is also selling billions in merchandise annually on behalf of retailers and e-commerce brands, big and small.

“People want instant gratification,” said Kumar Senthil, CEO of Firmly.ai, whose backend technology helps power these buy-anywhere experiences. “TikTok has brought that kind of mindset; they just want to buy it and don’t care to go through 15 clicks to do it.”

Perplexity’s Shevelenko declined to offer specifics about the popularity of the company’s new shopping features other than saying that shopping-related queries have increased by fivefold since the November launch. He added that the AI search startup is still working through the best ways to surface product recommendations without turning its users off.

“Sometimes people are doing research where they aren’t looking to make a purchase,” he told Fortune, “and if you’re hitting them over the head with, ‘Buy this, buy this,’ you might rub some users the wrong way.”

Perplexity isn’t taking a cut of sales made through its search results, so retailers that sell through the Firmly integration will receive all the proceeds of each purchase. And Shevelenko implied that it plans to stick with this approach long-term.

“It’s important that users trust our intentions,” Shevelenko said. “Something that is a broader problem with a lot of consumer internet services is that people have just lost trust in results algorithms

While Shevelenko didn’t directly call out Perplexity’s main legacy competitor Google, his boss certainly has.

“Native transactions are the best way to go after the AdWords revenue,” Perplexity CEO Aravind Srinivas said on X this week, referencing Perplexity’s choice to integrate purchases directly into its search engine versus Google’s practice of auctioning off sponsored search results to retailers that want to attract shoppers. But, he cautioned, “It will take a while to get right and make it seamless.”

And the would-be Google rival is betting that Firmly will help it get there.

This story was originally featured on Fortune.com



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ASML boss says young people are always asking him how to become a CEO. Here’s why he calls it an ‘absurd’ question

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The typical CEO spends their time attending meetings, strategizing with their board, and, in the case of the boss of semiconductor giant ASML, batting off questions about how to get to where he is.

It’s an understandable query. As CEO of the Fortune 500 Europe lithography group, Christophe Fouquet is in charge of one of the most strategically important companies in the world. His €3.5 million ($3.6 million) pay packet last year, and more in accumulated stock options, doesn’t temper the envy either. 

But speaking to Norges Bank Investment Management CEO Nicolai Tangen on his In Good Company podcast, Fouquet indicated the question stands out as a consistent shortcoming among ambitious youngsters. 

“I see too many young people who come to see me, and they want to be CEO, and they ask me ‘how do we become CEO?’ And I try to explain to them in the nicest possible way that this is almost an absurd question,” said Fouquet. 

“This is not the right question. The right question is what am I going to do tomorrow that really gets me excited, that really brings the best out of me?

“Because if you go and do that every day, there may be a chance you become CEO—most probably a bigger chance that you don’t—but you will equally end up doing something that brings you joy, energy, and most importantly brings that to the people around you.”

Fouquet, who says he never harbored ambitions for the C-Suite in his early years, says this should extend to the subjects young people choose to study at university, arguing it is more important to do something you enjoy than taking a career-focused approach.

The ASML CEO says this approach to career development can help segment progression into two parts, focused on gaining influence before learning how to use it.

“I think the first part of your career is about proving yourself, I truly believe that,” said Fouquet, adding he realized this part of his life had concluded when he took charge of a product unit at ASML more than a decade ago.

“And then you look forward, you say, okay, what’s next… what can I do to help and where is the place where I can do something that matters?”

Fouquet’s role has transformed during his time at ASML. At $230 billion, the group is worth orders of magnitude more than when he joined the company in 2008. 

Shares in the group ballooned following the COVID-19 pandemic, first during a broad increase in demand for tech shares and again during the AI boom.

The company supplies its lithography machines to the world’s biggest companies, including Nvidia, which allows the production of advanced semiconductors used in AI applications.

As a key part of the global supply chain, Foquest’s role is only likely to grow in significance.

Editor’s note: A version of this article first appeared on Fortune.com on February 12, 2025.

This story was originally featured on Fortune.com



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Where does the CFO path lead? New data shows 34% became president or CEO in 2024, up from 20% the prior year

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Summers warns U.S. likely headed to recession, 2 million jobless

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Former Treasury Secretary Lawrence Summers warned that the U.S. is now likely headed toward a recession, with potentially 2 million Americans put out of work, thanks to the tariff increases now in train.

“It’s more likely than not that we’re going to have a recession — and in the context of a recession, we’ll see an extra 2 million people be unemployed,” Summers said on Bloomberg Television’s Wall Street Week with David Westin. “We’ll see losses in household income” of $5,000 per family or more, he said.

There will be “very important choices in the weeks ahead” with regard to tariff plans by President Donald Trump that exceed even those of 1930 that “made the depression great,” said Summers, a Harvard University professor and paid contributor to Bloomberg TV. It would be wise to be “backing off the policies that have been announced,” he said.

Financial markets are “speaking with incredible clarity” about the impact of the tariffs, Summers said — highlighting that stocks have been surging on any headlines suggesting relief, and plunging on news suggesting the levies will go ahead.

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“We’re very likely, in the context of a recession, to see markets reach levels significantly below their current level,” Summers said. “I’d be surprised if the bottom is yet in with respect to this phase and markets,” he also said.

A U.S. economic downturn would have various other negative effects, he noted, including a wider budget deficit. “There will be financial distress that will affect higher-risk companies and also higher-risk countries in the global economy.”

Market ‘Alarm’

While it’s “hard to know” about the risk of an economic slump morphing into a financial crisis, the former Treasury chief highlighted the tightening in regulations since the 2007-09 meltdown, which was directed at ensuring financial firms are well capitalized and that the system’s so-called plumbing was functional. Deputy Treasury Secretary Michael Faulkender earlier Tuesday said that “liquidity continues to flow” and there were no “impediments” despite the market volatility.

“I’m less worried about the internal integrity of markets than I am by the external message that markets are sending — which I think is one of alarm,” Summers said. In the absence of some corporate executives and academic leaders speaking up about their concerns with policy actions, markets are “such an important signal of where things are going,” he said.

For the first time, the U.S. is facing a recession caused by its own policy actions, he indicated. “There is nothing in the outside world that is causing this challenge. It is induced by the words and deeds of President Trump and his administration,” he said. “I don’t know that there really is a historical precedent for what’s being done now.”

“There would be a substantial resumption of normality” in the economy if the government backs off on its “policy errors,” he said.

‘B’ Student

“There’s nothing complicated about this,” Summers also said.  It is “introductory economics” that the imposition of a huge tax hike on the middle class, clouded with uncertainty, damages businesses and forces the economy downwards, Summers said. “Any ‘B’ student will know that the answer to that is that it’s a supply shock that raises prices and raises unemployment.”

It will be “enormously costly for the United States and for the world economy” if Washington jacks up tariff rates back to pre-World War II levels, Summers said. “The losses to markets, if all of this were sure to be implemented, would be many trillion dollars. And the stock market only measures a very small fraction of the losses to the economy from policies of this kind.”

This story was originally featured on Fortune.com



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