"The rise of ChatGPT and Perplexity is already starting to chip away at Google's search dominance. Through agentic AI and conversational search, these new browsers promise more personalization and a redefined search experience. Whether they'll truly pull users away from traditional search is still unclear - but brands can't wait to protect visibility. From what we know, both Perplexity's and OpenAI's browsers will focus on personalization, context-aware answers, and agentic AI to deliver more intuitive search experiences."
"Comet introduces the Comet Assistant, an AI agent that helps users automate tasks and navigate the web through natural language. OpenAI's browser is expected to follow a similar path, integrating AI agents and defaulting to its agent, Operator. Both browsers aim to keep users in a closed ecosystem, from research to discovery to purchase. That could collapse the traditional buyer's journey, minimizing touchpoints and reducing the need to leave the AI environment."
"Google has dominated search for decades, but newcomers like Perplexity and OpenAI are becoming real threats. A federal court has ruled Google must end exclusive search-distribution deals and share specific index and interaction data (though not ad data) with competitors. These rulings could weaken Google's grip on the ecosystem and open the door wider for rivals. Still, adoption depends on quality - user experience, speed, and accuracy."
Perplexity launched Comet in beta for premium subscribers while OpenAI is developing a similar AI-powered browser. Both aim to deliver personalized, context-aware answers using agentic AI and conversational search. Comet includes the Comet Assistant to automate tasks and navigate the web by natural language; OpenAI plans an agent called Operator. Both products intend to keep users within a closed ecosystem from research through purchase, potentially collapsing traditional buyer journeys and reducing external touchpoints. A federal court ruling requires Google to end certain exclusive search-distribution deals and share index and interaction data, which may open opportunities for rivals. Adoption will hinge on accuracy, speed, user experience, and pricing.
Read at MarTech
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