Shares of Rumble Inc. (RUM) are soaring 15.37% in Friday's pre-market trading session, following the announcement of a strategic partnership with artificial intelligence company Perplexity. This collaboration aims to enhance content discovery and user experience on Rumble's video platform through AI-powered tools.

The partnership, announced late Thursday, includes several key initiatives: 1. Integration of AI-powered search and content discoverability tools across Rumble.com 2. Launch of a new subscription bundle combining Rumble Premium with Perplexity Pro 3. Promotion of Perplexity's AI-powered browser, Comet, across Rumble's ecosystem, including the Rumble Advertising Center

Investors are reacting positively to this development, seeing potential for increased user engagement and new revenue streams. Rumble's CEO emphasized that this partnership will help users discover relevant content in an increasingly crowded media landscape. However, it's worth noting that despite this surge, Rumble's shares are still down more than 43% year-to-date, indicating ongoing challenges in the broader market context. The gradual rollout of these new features, including the subscription offer and Comet promotions, is expected to begin alongside the enhanced search capabilities.