A New Era of Automated Web Experiences and the Race to Replace Traditional Search

Artificial intelligence is expanding its reach, now targeting web browsing after its advancements in writing assistance. A new generation of AI-powered web browsers is emerging, as AI companies seek to integrate their tools into daily online activities.

Perplexity AI's Comet, a recent entrant, has garnered attention, joining a competitive landscape that includes Google's Gemini in Chrome and potential offerings from companies like OpenAI. These browsers aim to function as "thought partners," assisting users in completing tasks without the need for extensive manual browsing.

These browsers leverage AI agents, systems capable of making decisions and taking actions on a user's behalf. Unlike traditional AI tools that provide responses to user queries, these agents can proactively interact with the browser, generating new questions and making decisions based on user knowledge and preferences.

Comet, for example, can assist with tasks like booking reservations, facilitating online purchases, and planning trips. However, its functionality often requires user input, primarily due to privacy restrictions that prevent direct access to personal information without user authorization. While it can help find deals and add items to a cart, it cannot complete transactions directly.

The browser can also analyze multiple tabs simultaneously, creating comparisons based on the websites open in the browser. Perplexity plans to expand Comet's availability through an invite-based system before eventually offering it for free to a wider audience.

The rise of AI agents is becoming increasingly prevalent online, with companies like Expedia and Walmart already integrating these tools into their websites. This trend is gaining momentum, with some industry experts predicting that AI could disrupt traditional search engines. In response, Google has introduced AI features in its search engine and offers its Gemini assistant in Chrome, while Comet integrates its AI functions more comprehensively into the default web interface.