The Browser Wars 2.0: Perplexity’s Comet Launches as OpenAI Prepares Counter-Strike

The theoretical became reality today. Perplexity on Wednesday launched its first AI-powered web browser, called Comet Comet Browser by Perplexity, while OpenAI announced its browser will launch in the coming weeks OpenAI is reportedly releasing an AI browser in the coming weeks | TechCrunch. These aren’t incremental improvements—they’re fundamental reimaginings of how humans interact with the internet.

Perplexity Comet: First Mover Advantage in Action

The Launch Details

At launch, Comet will be available first to subscribers of Perplexity’s $200-per-month Max plan, as well as a small group of invitees that signed up to a waitlist Comet Browser by Perplexity. Currently available on Mac and Windows platforms, with mobile versions in development.

Core Features: Beyond Traditional Browsing

1. AI Search as Default: Comet’s headline feature is Perplexity’s AI search engine, which is pre-installed and set as the default, putting the company’s core product — AI generated summaries of search results — front and center Comet Browser by Perplexity
2. Comet Assistant: Users can also access Comet Assistant, a new AI agent from Perplexity that lives in the web browser and aims to automate routine tasks. Perplexity says the assistant can summarize emails and calendar events, manage tabs, and navigate web pages on behalf of users Comet Browser by Perplexity
3. Context-Aware Intelligence: Comet personalises responses based on a user’s browsing history and open tabs, all stored locally, and not used for model training OpenAI ready to launch its own AI browser to challenge Google Chrome’s dominance: a new paradigm for intelligent web navigation
4. Productivity Integration:
   • When users launch Comet’s AI assistant, it gains access to the information in open tabs Perplexity Launches Comet | AI-Powered Browser That Challenges Google
   • Email analysis and meeting preparation
   • Automated note-taking
   • Shopping comparison across platforms

Strategic Positioning

CEO Aravind Srinivas revealed the strategic thinking: “Becoming the default browser for users can translate to ‘infinite retention'” Comet Browser by Perplexity. This isn’t just about search—it’s about owning the entire user journey online.

The Business Model Play:

• Freemium Strategy: Free version promised, but power features behind $200/month paywall
• Data Advantage: Local storage of browsing data creates personalization moat
• Platform Lock-in: The more you use it, the more indispensable it becomes

OpenAI’s Counter-Strike: The 400 Million User Advantage

The Imminent Launch

In July 2025, multiple independent sources report that the release of the new browser is imminent and could occur by the end of the month ChatGPT: OpenAI Challenges Google with AI-Driven Browser Launch – Forex News by FX Leaders. Unlike Perplexity’s measured rollout, OpenAI appears to be preparing for a massive launch leveraging its existing user base.

Technical Architecture

The browser is expected to be built on Chromium, the open-source codebase that underpins Chrome and most other browsers except Firefox, but with AI tightly integrated into the user experience How OpenAI’s Plan for an AI Web Browser Could Upend the Online Ad Market

Revolutionary Features

1. Native ChatGPT Integration: The browser is designed to keep some user interactions within a ChatGPT-like native chat interface instead of clicking through to websites OpenAI is launching its own AI-centric web browser very soon, per report – 9to5Mac
2. Operator Integration: A key feature may include the integration of Operator, OpenAI’s web-browsing AI agent OpenAI set to release Chromium-based browser built around AI agent – SiliconANGLE. This creates autonomous capabilities far beyond Perplexity’s current offering.
3. Task Automation: The OpenAI browser is said to include a chat-style assistant that can perform complex tasks on behalf of the user, such as summarizing pages, autofilling forms, booking travel or completing online purchases, without requiring users to click through websites manually How OpenAI’s Plan for an AI Web Browser Could Upend the Online Ad Market

The Platform Vision

OpenAI’s potential entry into the browser market may also signal broader ambitions to own the front-end interface that people use to interact with the web How OpenAI’s Plan for an AI Web Browser Could Upend the Online Ad Market. This isn’t just a browser—it’s potentially an “AI operating system for everyday digital tasks.”

Head-to-Head: Comet vs. OpenAI Browser

Distribution Strategy

Perplexity Comet:

• Limited beta rollout to $200/month subscribers
• Srinivas recently said that Perplexity saw 780 million queries in May 2025 Comet Browser by Perplexity
• Gradual expansion from power users

OpenAI Browser:

• With 400 million weekly active users, OpenAI’s browser could significantly impact Google’s advertising revenue OpenAI set to release Chromium-based browser built around AI agent – SiliconANGLE
• Mass market launch leveraging ChatGPT’s installed base
• Immediate scale advantage

Technical Capabilities

Perplexity Comet:

• Focus on research and knowledge work
• Local data storage for privacy
• Tab management and productivity tools
• There’s also a feature called Labs that automates tasks such as generating data visualizations Perplexity Launches Comet | AI-Powered Browser That Challenges Google

OpenAI Browser:

• Operator agent for complex task completion
• Deeper AI integration into browsing flow
• Potential e-commerce partnerships
• More ambitious automation scope

Monetization Models

Perplexity:

• $200/month for full features
• Enterprise tier planned
• Focus on high-value users

OpenAI:

• Likely freemium with ChatGPT Plus integration
• Potential transaction fees on completed tasks
• Broader market appeal

Market Impact: The Domino Effect

Immediate Consequences (Next 30 Days)

1. Google’s Response: Alphabet’s ad division accounts for nearly three-quarters of its total revenue OpenAI set to release Chromium-based browser built around AI agent – SiliconANGLE—they can’t afford to wait
2. Publisher Panic: Traffic redirection to AI interfaces threatens content monetization
3. User Migration: Early adopters and power users begin switching
4. Developer Interest: New APIs and integration opportunities emerge

The SEO Apocalypse

Traditional SEO becomes obsolete when the browser will keep some user interactions within ChatGPT rather than directing users to external websites OpenAI set to release Chromium-based browser built around AI agent – SiliconANGLE. This represents:

• $68 billion SEO industry facing existential threat
• Content marketing requiring fundamental rethinking
• E-commerce needing direct AI partnerships

Privacy and Data Concerns

Comet has faced early criticism about privacy. In a recent podcast, Srinivas suggested that Comet could “get data even outside the app to better understand you.” That raised alarms online Perplexity’s Comet Browser is Now Available in Beta | AIM

This highlights the central tension: personalization requires data, but users increasingly value privacy. The winner may be whoever best balances these competing demands.

Strategic Analysis: The New Browser Economics

Value Chain Disruption

Traditional Model: User → Browser → Search Engine → Website → Ads → Revenue

AI Browser Model: User → AI Browser → Direct Answer/Action → Subscription/Transaction Fee

Network Effects at Play

1. Data Network Effects: More usage → Better AI → More value → More usage
2. Developer Ecosystem: APIs create third-party innovation
3. Habit Formation: Daily use creates switching costs

The Platform Wars Parallel

This mirrors the mobile OS wars of 2007-2012:

• 2007: iPhone launches, skeptics dismiss it
• 2010: Android scales, market splits
• 2012: Winners clear, losers exit

We’re likely seeing:

• 2025: AI browsers launch, skeptics dismiss
• 2027: Market leaders emerge
• 2029: Consolidation complete

Investment Implications: Playing the Browser Wars

Direct Beneficiaries

1. Infrastructure: Every AI query requires massive compute
2. API Platforms: Browsers need data sources
3. Authentication Services: Identity becomes crucial

Casualties

1. Ad Tech Stack: $600B industry faces disruption
2. SEO Tools: Semrush, Ahrefs become obsolete
3. Traditional Publishers: Traffic evaporates

Hedging Strategies

• Long: AI infrastructure (NVDA), Cloud providers (MSFT, AMZN)
• Short: Ad-dependent platforms, SEO tools
• Watch: Apple’s response, regulatory intervention

The Trillion-Dollar Conclusion

We’re witnessing the birth of a new $100B+ market. The browser wars aren’t about features—they’re about who controls the AI era’s primary interface.

Perplexity’s CEO Arvind Srinivas positioning “Comet” as a breakthrough move to reach out to users without Google’s mediation does tell his goals Perplexity launches AI-powered browser Comet (NVDA:NASDAQ) | Seeking Alpha. But OpenAI’s 400M user advantage and deeper AI capabilities suggest this may be a David vs. Goliath story where Goliath also has a slingshot.

The key insight: First-mover advantage matters less than execution and scale in platform wars. Perplexity moved first, but OpenAI’s combination of users, technology, and capital may prove decisive.

The next 90 days will determine:

• Whether users embrace AI-first browsing
• How quickly Google can respond
• If regulators will intervene
• Which monetization model wins

The browser wars have begun. By 2027, we’ll look back at July 2025 as the month everything changed—when the web stopped being about pages and started being about intentions.