AI Companies Venture into Coffee Shops

AI companies are increasingly using physical spaces to connect with consumers, as seen with San Francisco-based Perplexity opening a café in South Korea. At Café Curious in Seoul's Cheongdam-dong, an AI DJ selects music while human baristas serve coffee. The café, a brand initiative by an AI company, offers discounts to Perplexity Pro subscribers at checkout.

Other AI firms like Anthropic and Notion are also using coffee pop-ups for brand promotion. Anthropic's New York pop-up offered free coffee and merchandise, while Notion's 'Cafe Notions' provides a meeting space for professionals.

The trend of combining AI with coffee aims to differentiate AI brands in a crowded market. Perplexity's Seoul café encourages patrons to try its AI services, featuring a podcast studio and a computer with its search engine.

Brand strategists view this as a way to stand out by using real-world marketing to build consumer connections. AI companies are following the lead of beauty, fashion, and lifestyle brands in using in-person activations.

Perplexity's café plans were hinted at earlier this year, aiming to integrate the brand into daily routines through coffee. This approach meets basic human needs and boosts dopamine levels.