Perplexity AI plans to launch a new browser, Comet, in May 2025, designed to monitor users’ online activities to deliver highly personalized advertisements. CEO Aravind Srinivas announced the initiative, emphasizing the company’s strategy to collect comprehensive user data beyond its current app.
The forthcoming Comet browser aims to gather extensive data on users’ browsing habits, including purchases, travel plans, and time spent on various websites. Srinivas stated, “We want to get data even outside the app to better understand you,” highlighting the goal of enhancing ad relevance through deeper user insights.
Srinivas believes that users will accept this level of tracking if it results in more pertinent advertisements. He mentioned the potential for a discover feed within the browser to showcase these tailored ads. The approach mirrors strategies employed by major tech companies like Google and Meta, which have faced scrutiny over user data collection practices.
But this raises concerns about user privacy and data security, especially in regions with stringent data protection regulations. As Perplexity seeks to expand its market presence, the company’s data collection methods may attract regulatory attention as well as having a negative impact on user trust.
