Perplexity, the AI company known for its app-based virtual assistant, is venturing into new territory with its upcoming Perplexity browser, named Comet browser. In a recent interview, CEO Aravind Srinivas shared plans for the browser to track users’ web activity and serve them highly-targeted, personalized ads. This marks a bold step in the company’s growth, reminiscent of Google’s early days of building its empire by collecting data.
Why Is Perplexity Creating a New Browser?
The goal behind the Comet browser is clear: to gather more data on users outside of the app. While Perplexity’s app currently collects work-related prompts from users, it doesn’t give the company a complete picture of their interests and habits. To bridge this gap, Srinivas explained, the company wants to track what users buy, where they go, and which sites they visit.
Srinivas believes that by tapping into these additional data points, Perplexity can create a more personalized browsing experience, offering better-targeted ads that users may actually find useful. “We want to get data even outside the app to better understand you,” Srinivas said, acknowledging that this more comprehensive tracking would ultimately result in ads tailored to individual preferences.
What Is the Comet Browser?
Scheduled for release in May, the Comet browser has experienced a few delays but is now set to launch. The browser promises to offer the same kind of data insights that helped turn Google into a tech giant. Perplexity aims to track not just what users search for, but also how they navigate the web, their purchases, and their online behaviors.
Perplexity has partnered with Motorola to pre-install its app on the latest Razr phones, allowing users to access Perplexity with the voice command “Ask Perplexity.” Srinivas also hinted at potential future collaborations with other major players in the mobile industry, such as Samsung.
The Growing Trend of User Tracking
Perplexity isn’t the first to take this route. Google has long tracked users across the web to personalize ads, and so has Meta, which uses its Pixel tech to gather data from sites, even from users who aren’t on Facebook or Instagram. Even Apple, despite its privacy-focused advertisements, tracks user activity in its apps to generate ad revenue.
What sets Perplexity apart is its openness about tracking. While other tech companies are often more discreet about their data collection practices, Perplexity has been transparent about its intentions to track users for targeted advertising.
What’s at Stake for Perplexity?
Google is currently facing a high-stakes legal battle with the U.S. Department of Justice over antitrust charges. One potential outcome could force Google to sell its Chrome browser, a move that could reshape the tech landscape. Perplexity has expressed interest in acquiring Chrome if it were to go on sale, signaling its ambition to rival the tech giants.
Will Users Accept This Tracking?
While Perplexity is betting that users will embrace hyper-personalized ads in exchange for a more customized browsing experience, not everyone is convinced. Users in the U.S. and Europe are becoming increasingly wary of how much big tech companies know about them. Many are also concerned about what happens to their personal data once it’s collected.
If the Comet browser provides valuable features and users feel they have control over their data, they may accept the trade-off. However, if the browser feels too intrusive or exploitative, it could face backlash.
Final Thoughts
The launch of Perplexity’s Comet browser will be a defining moment for the company. If it can strike the right balance between personalization and privacy, it could attract a loyal user base. But if users feel that the company is pushing the envelope too far in terms of data tracking, Perplexity may have a tough road ahead.
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