What to know

  • Perplexity CEO says the new browser will track all user activity online to serve highly personalized ads.
  • The browser, called Comet, is expected to launch by mid-May 2025.
  • CEO Aravind Srinivas clarified that users will have the option to opt out of tracking and ads.
  • The announcement has raised concerns about privacy and data collection.

Perplexity, an AI-powered answer engine, is preparing to launch its own web browser named Comet. The company’s CEO, Aravind Srinivas, recently explained that a main reason for building this browser is to collect data on everything users do online, not just within the Perplexity app. This data will be used to deliver what the company calls "hyper personalized" advertisements.

Srinivas discussed the strategy on the TBPN podcast. He said that interactions within the Perplexity app are often work-related and do not provide enough personal information to build detailed user profiles. By tracking broader online activities—such as shopping habits, travel plans, and restaurant visits—the company aims to understand users better and serve more relevant ads.

The CEO stated that many users may accept this level of tracking if it means receiving more useful advertisements. He compared Perplexity’s approach to that of other tech giants like Google and Meta, who also collect extensive user data for ad targeting.

However, the announcement has sparked concerns about privacy. Some reports suggested that the browser would track everything users do online, both inside and outside the browser. In response, Srinivas clarified that his comments were part of a hypothetical discussion about the future of ads in AI products. He emphasized that users will have the choice to opt out of tracking and ads entirely if they prefer, allowing them to prioritize privacy over personalization.

The Comet browser is set to launch by mid-May 2025. As the debate over data privacy continues, Perplexity’s approach highlights the ongoing tension between convenience, personalization, and user privacy in the digital age.

Via: techcrunch.com