Perplexity AI: From Smashing Google to Building the Ultimate AI Browser, Comet, for Hyper-Personalized Ads
Perplexity AI, the rising star in the AI-powered search space, is not just content with taking on Google; it's aiming to redefine the very landscape of how we interact with the internet. CEO Aravind Srinivas is boldly venturing into the browser arena with Comet, an AI browser designed to be more than just a portal to the web – it's envisioned as a hub for AI agents and hyper-personalized advertising.
Srinivas, in a recent interview, revealed that Perplexity plans to launch Comet next month. "The reason we’re doing the browser is that it might be the best way to build agents," he stated. He envisions the browser as a "containerized operating system" enabling access to third-party services, scraping web pages, reasoning, and taking actions on behalf of the user. This vision echoes similar ambitions from OpenAI and Google, who are also exploring browser-based agents, signaling a potential new battleground in the AI race.
The driving force behind Comet isn't solely about AI agents; it's also about gathering comprehensive user data, a strategy reminiscent of Google's own path to dominance. Srinivas openly stated that one of the key reasons they're building a browser is to collect user data *outside* of the Perplexity app itself. This data, encompassing online purchases, travel plans, and browsing habits, will be used to create "better user profiles" and serve hyper-personalized ads through a discover feed.
However, this ambitious data-collecting strategy brings potential ethical concerns. While Srinivas believes users will accept the tracking in exchange for more relevant ads, it raises questions about privacy and the increasing dominance of big tech companies in collecting and utilizing personal information. As TechCrunch notes, this approach has led to widespread distrust of big tech across political spectrums.
Despite the potential pitfalls, Perplexity's moves are garnering attention and partnerships. Motorola recently announced that Perplexity would be pre-installed on its new Razr phones, a deal made possible, according to Srinivas, by the DOJ trial against Google. He alleges Google's dominance prevented such partnerships previously, highlighting the antitrust implications of Google's power.
Perplexity is also exploring partnerships with Samsung, a move that would further expand its reach. This aggressive pursuit of distribution underscores Srinivas's understanding of the importance of getting Perplexity into the hands of as many users as possible. Perplexity has nearly 30 million monthly active users and serves roughly 600 million queries a month, a significant 14% of Google's query volume.
The path to browser dominance won't be easy. Srinivas acknowledges the challenges of competing with giants like Microsoft and Google, particularly regarding existing contracts with OEMs for pre-installed software. Furthermore, the company faces the challenge of balancing its data collection ambitions with user privacy concerns.
The development of Comet also reflects a broader shift in the AI landscape. Srinivas believes that answering questions is becoming a commodity, and the future lies in building **AI agents that can perform actions**. The browser, he argues, is the perfect platform for these actions, allowing AI to interact with third-party services and access information on behalf of the user.
Ultimately, Perplexity's push into the browser space and its embrace of data-driven personalized advertising present both immense opportunities and potential risks. Will Comet successfully challenge the established browser giants? Can Perplexity navigate the complex ethical considerations of data collection while delivering a truly valuable and personalized user experience? Only time will tell.
What are your thoughts on Perplexity's vision for the future of search and the role of AI in the browser? Share your opinions in the comments below!
