Perplexity, “an AI-based answer engine” that generates conversational responses to common questions, plans to start running ads on its platform in Q4.

The startup will introduce sponsored ads next to answers, a sponsored related questions section, branded explanatory text, and joint spots on third-party properties. The ads will first be rolled out in the U.S. and eventually extended to Canada.

Launched in 2023, Perplexity responds to more than 230 million queries per month, with more than two million app downloads.

The announcement follows the introduction of another program last month, which allows publishers to earn money through Perplexity’s search engine. The company said it would pay publishers a percentage of the income generated by the search engine when it cites an article in its response to a user’s question. Fortune, Time, Entrepreneur, The Texas Tribune and WordPress are among the media and content platforms that joined that program, according to the startup, adding that it aims to have 30 publishers signed up by the end of the year.

Perplexity also launched a major update in July, which it says helps the tool to better “understand when a question requires planning, works through goals step-by-step, and synthesizes in-depth answers with greater efficiency.” It also recently partnered with Uber to offer unlimited use of its response engine to members of the Uber One qualified partner program.

The company recently came under media scrutiny, with some outlets accusing Perplexity of plagiarizing their content. Forbes claimed in June that it had discovered a plagiarized version of one of its articles on the Perplexity app, with no mention of the media outlet, and Wired said the same several weeks later.

Other companies, which have introduced AI to their major search engines, are also facing accusations of plagiarism. Microsoft, for example, which adopted OpenAI for its Bing search engine last year, was sued by the Center for Investigative Reporting for alleged copyright infringement, following similar actions by The New York Times, Chicago Tribune and New York Daily News.