Perplexity Builds Comet Browser to Collect User Data for Targeted Ads
AI company Perplexity is developing Comet, a Chromium-based browser designed to collect extensive user data beyond its AI app. CEO Aravind Srinivas revealed the goal is to build detailed user profiles for targeted advertising through features like a discovery feed. This strategy mirrors Google's Chrome approach, highlighting the growing trend of AI firms expanding into data-driven ad ecosystems.
Perplexity, an AI company known for its advanced artificial intelligence applications, announced in February the development of a new web browser called Comet. This move marks a strategic expansion beyond their core AI offerings.
In a recent interview on the TBPN podcast, CEO Aravind Srinivas disclosed that one of the primary motivations behind building Comet is to collect user data beyond the AI app environment. The goal is to gather comprehensive user information to create detailed profiles that enable targeted advertising.
Srinivas explained, "We want to get data even outside the app to better understand you. We plan to use all the context to build a better user profile and, maybe through our discover feed, we could show some ads there." This approach aligns with industry trends where browsers serve as platforms for data collection and advertising.
Comet is built on Chromium, the open-source foundation of Google Chrome, which itself has a similar data-driven advertising model. This choice leverages existing browser technology while positioning Perplexity to compete in the browser market with a unique AI-driven data strategy.
The timing is notable amid ongoing legal scrutiny of Google's dominance in online search and browser markets. Perplexity’s Chief Business Officer Dmitry Shevelenko expressed confidence in continuing to operate Comet at scale, while showing reluctance toward competitors like OpenAI acquiring similar browser assets.
This development highlights a broader industry trend where AI companies are increasingly integrating data collection and advertising mechanisms into their platforms. By building a browser, Perplexity aims to extend its data reach and monetize user engagement beyond traditional AI applications.
For developers, businesses, and tech leaders, this signals an opportunity to rethink how AI and browser technologies can converge to create new data-driven advertising models. Understanding these shifts is crucial for navigating the evolving digital ecosystem and leveraging AI for competitive advantage.
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