Perplexity, the AI company aiming to rival Google, is taking a bold-and controversial-approach with its upcoming web browser, Comet. CEO Aravind Srinivas revealed in a recent podcast that the browser will track virtually everything users do online, far beyond interactions within the app itself, to build detailed user profiles for selling highly targeted advertisements.
Srinivas explained that typical AI usage often revolves around work-related queries, which don’t provide enough insight into users’ personal preferences. To overcome this, Comet will monitor activities like hotel bookings, restaurant visits, and leisure habits, capturing a comprehensive picture of user behavior. “What you’re buying, where you’re going, what you’re spending time on tells so much about you,” he said.
The CEO is confident that users will accept this level of tracking because it will deliver more relevant ads through personalized discovery feeds integrated into the browser experience. This strategy mirrors the data-driven advertising model that has made Google a tech titan with a market value around $2 trillion – Google’s own browser and mobile OS exist largely to fuel its ad business. Despite facing some development hurdles, Comet is slated for launch in May 2025. Perplexity is also expanding into mobile, partnering with Motorola to pre-install its app on the Raz series phones accessible via Moto AI. Talks with Samsung are reportedly underway as well.
Srinivas’s candid admission comes amid growing public distrust of big tech’s data practices. While Google and Meta have long tracked users extensively for advertising, even Apple -known for its privacy stance – engages in location tracking for ads in some apps. This transparency from Perplexity adds a new layer to the ongoing debate about privacy and surveillance in the digital age. Meanwhile, Google faces legal challenges from the U.S. Department of Justice over alleged monopolistic control of search and online ads, with the DOJ seeking to force Google to divest its Chrome browser. Both Perplexity and OpenAI have expressed interest in acquiring Chrome if it becomes available, underscoring their ambitions to dominate the browser and ad markets.
In essence, Perplexity’s strategy with Comet signals a future where AI-powered browsers don’t just assist users but also serve as powerful tools for data collection and hyper-personalized advertising-raising important questions about privacy, consent, and the evolving role of AI in everyday life.