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Perplexity’s Next Bet? An AI-Driven Browser Called Comet

Feb 25, 2025 - adweek.com
Social Media Week is set to take place in NYC from May 12–14, offering brand professionals and content creators a chance to learn about the latest trends and technology in social media. Meanwhile, Perplexity, a $9 billion startup backed by Jeff Bezos, is venturing into the web browser market with its new product, Comet, which promises an "agentic search" experience. Although details are scarce, the company aims to integrate its AI-powered search engine directly into the browsing interface, potentially allowing users to find answers without traditional search results. This move is part of Perplexity's broader strategy to expand its influence beyond AI search and into the browser space dominated by Google Chrome, Safari, and Microsoft Edge.

Perplexity is also facing legal challenges from publishers like The New York Times and News Corp’s Dow Jones over copyright issues, while simultaneously trying to build partnerships through its Publisher Program, which shares ad revenue. The company has expanded this program to include partners like The Independent and LA Times. Additionally, Perplexity is testing ads within its search results and has launched various AI tools, including an AI research tool called "deep research," an AI-powered assistant for Android, and an API for AI search. Despite the crowded market, Perplexity's innovative approach to browser integration could help it gain broader market awareness.

Key takeaways:

  • Perplexity is launching a new browser called Comet, aiming to integrate AI-powered search directly into the browsing experience.
  • The company, backed by Jeff Bezos, has raised over $500 million and is exploring monetization through advertising and e-commerce.
  • Perplexity faces legal challenges from publishers like The New York Times and News Corp’s Dow Jones over content access and copyright issues.
  • The company is expanding its Publisher Program to share ad revenue with media outlets and has launched several AI-powered tools and services.
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