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As Google and Microsoft continue to enhance their search engines with generative AI models, smaller players are emerging to challenge them with their AI-first offerings. One such player is Upend, a Canadian startup that recently came out of stealth mode to provide gen AI search powered by large language models (LLMs).
Upend initially started as a summer project by Jeevan Arora from the University of Toronto School. After receiving a positive response, Arora developed it into a full-fledged platform for enterprise teams. Similar to Perplexity, which is considered a leader in the AI search space, Upend aims to make advanced gen AI models more accessible and affordable.
What sets Upend apart is its gen AI search bar, where users can select from a range of LLMs and ask questions about work or everyday life. The model combines the query with web search or a selected source to provide grounded answers, complete with citations for users to trace back to the original source. While Upend is still in its early stages, it differentiates itself from Perplexity by offering a larger selection of models. Unlike Perplexity’s five mainstream LLMs, Upend has a library of 100 models, including both general-purpose and task-specific ones.
Moreover, Upend offers pricing based on total team usage rather than charging per user. The team plan starts at $20/month, providing access to all models up to a certain token threshold. Additional usage is charged separately. This pricing model allows Upend to drive up to a 90% cost reduction compared to Perplexity’s offerings.
Looking ahead, Arora envisions Upend as a full-fledged task engine that not only provides answers but also executes tasks for users. For example, if a user searches for “How to convert my PNG image to JPG,” Upend would not only provide the answer but also prompt the user to complete the task.
While Upend and Perplexity gain traction, traditional search engines are expected to see a decline in market share. According to Gartner, traditional search engine volume will drop 25% by 2026 as gen AI solutions, like Upend, become substitute answer engines. This shift will require companies to rethink their marketing strategies and adapt to the increasing presence of gen AI across all aspects of the enterprise.
In conclusion, Upend is an emerging player in the AI search space, offering a diverse range of models and a more affordable pricing structure. With its focus on accessibility and task execution, it has the potential to disrupt the traditional search market. As gen AI solutions continue to evolve, businesses must embrace this technology and adapt their strategies accordingly to stay competitive.