Perplexity, an AI company, is developing its own browser called Comet, set to launch in May, to collect comprehensive user data beyond its app usage. CEO Aravind Srinivas revealed on the TBPN podcast that this move is aimed at gathering more detailed information about users’ online activities, including their browsing habits, purchases, and travel plans, to create more accurate user profiles for targeted advertising.
Srinivas explained that work-related queries within the AI platform don’t provide a complete picture of users, whereas tracking their broader online activities would offer more valuable insights. “What are the things you’re buying; which hotels are you going [to]; which restaurants are you going to; what are you spending time browsing, tells us so much more about you,” he said. The company plans to use this data to show more relevant ads through its Discover feed.
This strategy mirrors Google’s approach, which has built a massive advertising business by tracking users across the web. Perplexity is also exploring partnerships with device manufacturers like Motorola, with its app set to be pre-installed on the Razr series. The company is reportedly in talks with Samsung as well.
The move has drawn parallels with Google’s business practices, which are currently under scrutiny in a U.S. Department of Justice antitrust case. Interestingly, both OpenAI and Perplexity have expressed interest in acquiring Google’s Chrome browser business if it’s forced to divest due to the legal proceedings.
Srinivas believes users will be more accepting of the tracking because the ads will be more relevant. However, this approach contrasts with growing public distrust of big tech companies’ data collection practices across the political spectrum in the U.S. and Europe.
