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In a statement emailed to WIRED, News Corp chief executive Robert Thomson compared Perplexity unfavorably to OpenAI. “We applaud principled companies like OpenAI, which understands that integrity and creativity are essential if we are to realize the potential of Artificial Intelligence,” the statement says. “Perplexity is not the only AI company abusing intellectual property and it is not the only AI company that we will pursue with vigor and rigor. We have made clear that we would rather woo than sue, but, for the sake of our journalists, our writers and our company, we must challenge the content kleptocracy.”

OpenAI is facing its own accusations of trademark dilution, though. In New York Times v. OpenAI, the Times alleges that ChatGPT and Bing Chat will attribute made-up quotes to the Times, and accuses OpenAI and Microsoft of damaging its reputation through trademark dilution. In one example cited in the lawsuit, the Times alleges that Bing Chat claimed that the Times called red wine (in moderation) a “heart-healthy” food, when in fact it did not; the Times argues that its actual reporting has debunked claims about the healthfulness of moderate drinking.