In a recent podcast appearance, Aravind Srinivas, CEO of Perplexity, outlined the company's bold strategy to compete with Google by launching its own AI-powered browser, Comet. This browser aims to track user behaviour across the web to deliver hyper-personalised advertisements, a move that could reshape the online advertising landscape.
Key Takeaways
- Perplexity is set to launch its browser, Comet, in May 2025.
- The browser will track user activity to enhance ad targeting.
- Partnerships with Motorola and potential deals with Samsung are in the works.
- The AI browser war is heating up as companies like OpenAI and Google also explore similar technologies.
The Browser Battle Begins
Perplexity's new browser, Comet, is designed not just to compete with existing browsers but to redefine how users interact with the web. Srinivas explained that the browser acts as a containerised operating system, allowing for deeper integration with third-party services. This capability is crucial for building AI agents that can perform tasks on behalf of users, such as comparing prices or booking services.
Srinivas stated, "The reason we’re doing the browser is that it might be the best way to build agents. A browser can let you access other third-party services through hidden tabs if you’re already logged into them, scrape the page on the client side, and perform reasoning and take actions on your behalf."
Data Tracking for Personalisation
One of the most controversial aspects of Comet is its approach to data collection. The browser will track everything users do online, not just within the Perplexity app. Srinivas believes that this level of tracking will allow the company to create more relevant advertisements, stating, "We plan to use all the context to build a better user profile."
This strategy mirrors Google's successful model, which has made it a dominant player in the online advertising space. However, it raises significant privacy concerns, as users may be wary of extensive tracking by yet another tech giant.
Strategic Partnerships and Market Position
Perplexity has already secured a partnership with Motorola, which will see its app pre-installed on the new Razr phones. This move is expected to significantly increase the company's user base, which has grown from 1 million to nearly 30 million monthly active users in just over a year.
Srinivas noted that the ongoing antitrust scrutiny of Google has opened doors for smaller companies like Perplexity to negotiate partnerships with manufacturers that were previously hesitant to engage due to fear of Google's influence.
The Future of AI Search Engines
The competition in the AI search engine market is intensifying, with Perplexity positioning itself as a serious contender against Google and Microsoft. As AI technologies evolve, the traditional model of search engines providing links may soon be replaced by AI-driven answer engines that deliver direct responses to user queries.
Srinivas emphasised the importance of building a robust ecosystem around their browser, stating, "Perplexity’s success hinges on the existence of a healthy information ecosystem. If there are no longer trusted news outlets reporting on the facts, then we would lose real-time information to serve users."
Conclusion
As Perplexity prepares to launch Comet, the tech world watches closely. The outcome of this browser war could significantly impact how users search for information and interact with online content. With privacy concerns at the forefront, the success of Comet will depend on how well it balances user data collection with ethical considerations. The battle for dominance in the AI browser space is just beginning, and it promises to be a game-changer for the industry.
