Singapore telco Singtel has rolled out free access to Perplexity Pro, marking a strategic move to democratize AI tools while strengthening customer relationships. The year-long subscription, typically priced at SGD 270, is being offered to all of Singtel's broadband, mobile and TV subscribers.
The partnership positions Singtel as an entry point for mainstream AI adoption, mainly targeting users who are curious about generative AI but haven't yet incorporated it into their daily routines. While early adopters already have ChatGPT and Claude installed on their phones, a substantial audience remains hesitant to experiment with standalone AI applications. By bundling Perplexity Pro, Singtel removes friction points and provides a low-stakes opportunity for people to explore AI capabilities.
Singtel's partnership with Perplexity highlights the potential of leveraging AI as a differentiator to deepen customer loyalty and enhance perceived value. It's also part of a wider AI push by Singtel. Without referring to Perplexity, the brand's Chinese New Year ad features a woman struggling with preparations for CNY celebrations. A first batch of pineapple tarts bakes to a blackened crisp, but then an AI assistant steps in to help...
By embedding utility-focused tools like generative AI into their service ecosystem, brands can tap into the latent and unmet needs of both tech-savvy and hesitant consumers — and stay relevant in a rapidly evolving landscape.
