Airtel’s Strategic Move to Democratize AI in India
On July 15, 2025, Bharti Airtel, one of India’s largest telecom providers, announced a groundbreaking partnership with Perplexity AI, making its premium AI assistant service—Perplexity AI Pro—available free of charge to its vast customer base for an entire year. The initiative is seen as a significant step in democratizing access to cutting-edge AI tools for everyday users in India.
The Offer Details
Airtel’s 360 million prepaid and postpaid subscribers can now access Perplexity AI Pro, typically priced at $20 per month, at no cost for 12 months. The offer includes all premium features of Perplexity, such as faster response times, advanced reasoning capabilities, and an ad-free experience.
According to Airtel’s press release, subscribers only need to log into the Airtel Thanks app, navigate to the “Rewards” section, and redeem the Perplexity AI Pro subscription.
Why Perplexity AI?
Perplexity AI has been gaining traction globally as a user-friendly alternative to traditional search engines, blending conversational AI with real-time information retrieval. Users can ask complex questions and receive concise, sourced answers—making it popular among students, professionals, and casual users alike.
Sunil Taldar, CEO of Airtel Digital, said, “We believe AI is the next frontier in digital services. By offering Perplexity AI Pro free, we are empowering our users with world-class technology that enhances productivity and learning.”
Industry Reactions
The partnership has drawn praise from industry analysts who see it as a win-win: Perplexity gains massive exposure in one of the largest mobile markets, and Airtel strengthens its value proposition amidst fierce competition from rivals like Jio and Vi.
Ritu Sharma, a telecom analyst at IDC, commented, “This move aligns with the global trend of telcos embedding value-added services to improve customer retention and attract high-value customers.”
Market Impact and Future Outlook
The initiative is expected to accelerate AI adoption in India by putting advanced tools in the hands of millions. It may also set a precedent for similar partnerships in other emerging markets.
Over the next year, both Airtel and Perplexity plan to gather user feedback to refine offerings and potentially extend the partnership based on customer uptake.
Closing Thoughts
Airtel’s bold move with Perplexity AI Pro India could redefine what users expect from their telecom provider. As AI becomes increasingly integral to daily life, this partnership ensures millions of Indians are not left behind.