Imagine you thought your private conversations were just that—private. Now, envision discovering they were shared without your consent to big tech companies. That’s the unsettling reality facing users of Perplexity AI, a company now embroiled in a class-action lawsuit for allegedly transmitting user conversations to Meta and Google—even in private browsing mode.
The Illusion of Privacy in Incognito Mode
Perplexity AI offered a private browsing feature designed to let users create anonymous chat threads that wouldn’t show up in their history and would disappear after 24 hours. However, a lawsuit claims that this privacy feature didn’t prevent tracking tools from accessing these conversations. Even more troubling, these trackers reportedly sent user details, including emails, to Meta and Google. Despite users’ efforts to disable cookies or use ad-blocking extensions, Meta’s tracking technology, designed to bypass such privacy protections, still captured their data.
Corporate Responses to the Allegations
Upon the surfacing of these allegations, Perplexity’s communications director, Jesse Dwyer, claimed the company had not been formally notified about the lawsuit and couldn’t confirm its validity. Google, on the other hand, clarified that while it provides tools for data collection, it is up to the partner companies to inform their users about the data they collect. However, they noted that data sent to Google Analytics isn’t typically sufficient to personally identify users.
What People Share with AI—and Who Else Might Be Listening
The lawsuit highlighted how users often share sensitive information with artificial intelligence, discussing matters they would hesitate to share with another human. This includes personal health data, sexual orientation, and more, under the assumption of confidentiality. Perplexity’s design even encourages users to divulge more information by asking probing questions. Unfortunately, the lawsuit alleges that such personal data, linked with identifiers, could be used by Meta and Google for highly targeted and potentially invasive advertising.
The Scope and Stakes of the Lawsuit
This class action encompasses anyone who used Perplexity from December 7, 2022, to February 4, 2026, except for subscribers to the Pro and Max versions, as the plaintiff, known as John Doe, did not subscribe to these services. If the court rules in favor of the plaintiffs, each violation could lead to damages exceeding $5,000, covering millions of conversations.
This case serves as a stark reminder of the complexities and potential pitfalls of digital privacy in the age of AI and expansive data collection practices. As technology continues to evolve, so too does the need for robust privacy protections that keep pace with innovation and the diverse ways in which we interact with digital platforms.
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With a sharp eye for innovation, Harper Westfield dives deep into the world of cutting-edge tech. From AI advancements to groundbreaking gadgets, Harper brings clarity and insight to the fast-paced realm of technology, making complex concepts easy to understand.