Hmm. Parler has struck a partnership deal with a company called Sovren.

The customer pitch appears to be this. You're an influencer. You hop around multiple social media platforms including Parler (of course). Through some mechanism Sovren monitors all interactions with your audience regardless of the medium, which is stored in a central location on Sovren's servers. That's your "data lake". To which is applied some rebranded AI analysis. This is to help you increase engagement for the purpose of helping you sell more product on the side hustle.

I'd be surprised if Parler ever again became big. Their business plan is probably to assemble and test technology on a live platform - to have proof of value, then sell the company. That would not be the business plan pitched to investors. But often it is in fact the backup business plan that is the real deal in play.