#AI horizons 25-07 – The AI browser war

A new wave of AI‑powered web browsers is reshaping internet interaction. Comet by Perplexity, OpenAI’s upcoming AI browser, and Microsoft Edge’s new Copilot Mode each embed agentic intelligence to navigate tasks rather than display pages. They compete on search quality, task automation, and user trust, with divergent models for pricing, adoption, and privacy. As they launch globally, the stakes include shifting market share from Chrome and redefining how knowledge work gets done online.

Key Points

• Perplexity has launched Comet, a Chromium-based browser available via invite to Perplexity Max users (US $200/month), integrating its AI search by default.
• OpenAI plans to release a browser featuring ChatGPT agent, the evolution of Operator, capable of executing multi‑step workflows on the user’s behalf.
• Microsoft Edge now offers Copilot Mode—a free, sidebar‑based interface on Mac and PC that merges chat, search, and tab context.
• Each embeds task‑performing agents directly into browsing sessions, but all must address hallucination risk.
• Perplexity pursues a high-end subscription model, Microsoft leverages platform bundling and free entry, while OpenAI may free-code entry to reach scale.
• Accuracy, privacy, and control are the key differentiators that may determine which browser wins in enterprise and consumer adoption.

In‑Depth Analysis

Perplexity’s Comet: An AI Browser Built for Power Users

Comet ships as an invite‑only experience to Perplexity Max subscribers and sets Perplexity’s AI search as its default engine, integrating task agents that can automate booking, shopping comparisons, and summarization across tabs (source).
• It costs US $200/month as part of the Perplexity Max plan.
• Designed for tasks rather than pages, Comet aims to reduce manual browsing by executing multi‑stage workflows and preserving context more effectively than traditional tools.
• Hallucinations remain a concern, although Perplexity emphasizes transparent sources and attribution.

OpenAI’s Browser: ChatGPT Agent-Centered and Coming Soon

OpenAI is expected to launch a browser within weeks, built on Chromium and deeply integrated with ChatGPT agent—its latest synthesis of Operator and deep research for complete workflow automation (source).
• The browser will enable users to manage meetings, generate presentations, and order groceries via natural‑language prompts.
• It adapts access controls and agentic abilities from Operator while maintaining user control through visual oversight and confirmation prompts.

Microsoft Edge and Copilot Mode: Agentic AI in a Familiar Browser

Microsoft released Copilot Mode in Edge for Mac and PC users, offering a new tab page and sidebar chat overlay that integrates browsing, chat, and task suggestions (source).
• Copilot can see your open tabs if you opt in and assist with questions like converting recipes or summarizing multi‑page web research.
• At launch, the feature is free, but may move to a premium tier later.
• Microsoft emphasizes privacy controls—Copilot only works when activated, cannot access data by default, and always shows when it does.

Arc and Dia: A Minimalist, Design‑First AI Browser Takes the Lead

The Browser Company has shifted its focus from its original browser Arc to its successor Dia, an AI‑first interface still in beta to Arc users. Dia interprets and acts on your browsing session with less friction and more context (source).
• Built on Arc Max’s early experiments in AI summarization and context awareness.
• Offers conversational interaction directly within browser tabs; minimal redesign makes adoption easier.
• Reports suggest some users adopt Dia as their primary browser for writing and research.

Business Implications

These three players represent distinct business strategies. Perplexity targets knowledge‑worker professionals with a high‑ priced tier and direct automation built into the browser. Microsoft uses Edge as a well‑known vessel to introduce AI gradually, betting that broad familiarity and bundled integration across Office and Windows will win scale. OpenAIappears positioned to turn ChatGPT users into Browser users overnight by embedding agents into a mainstream tool, leveraging its hundreds of millions of weekly users. For organizations, the implications trench beyond browser market share—they extend to new workflows, new trust channels, and a redefinition of the digital customer interface. Job functions like marketing, HR, and research may soon rely on agents embedded in everyday tools, but hallucinations and inconsistent information can carry legal and reputational risks unless controls and verification flow designs are in place.

Why It Matters

This is more than new software; it is a transformation in how humans interact with the internet. Browsers are shifting from passive windows into active collaborators. For senior leaders, this means rethinking digital experience, SEO strategy, and content design to be “agent‑readable” rather than just page‑viewable. Teams should begin auditing decision workflows to prepare for AI‑enabled browsing, reimagining how clients and employees consume insights and complete tasks. Trust, transparency, and safety features could become competitive levers, not just regulatory checkboxes. Companies that position themselves early—by reshaping content, embedding machine‑actionable data, and preparing for agent‑mediated interactions—may lead adoption; laggards risk seeing users bypass traditional web properties entirely.

Useful Links and Resources:
Learn more about Perplexity Comet (Perplexity blog, Jul 2025)
See how Copilot Mode in Edge brings AI into everyday browsing (Microsoft)
Explore the ChatGPT agent announcement from OpenAI’s site, including deployment to Pro, Plus, and Team plan subscribers.