Rumble Inc. (RUM) shares surged 13.13% in pre-market trading on Friday, following the announcement of a strategic partnership with AI startup Perplexity. This collaboration aims to enhance content discovery on Rumble's video platform using AI-powered tools.

The partnership includes several key initiatives: 1. Integration of AI-powered tools to improve content discoverability on 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

Rumble's CEO emphasized that this partnership will help users discover relevant content in an increasingly crowded media landscape. The stock's significant pre-market jump suggests that investors are optimistic about the potential of this AI-driven collaboration to boost Rumble's user engagement and revenue streams. 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.