As if AI hasn’t thrown enough at you, the popular LLMs entered the browser game. Get ready for a paradigm shift in how users engage with digital content.
In MarTech’s “MarTechBot explains it all” feature, we pose a question about marketing to our very own MarTechBot, which is trained on the MarTech website archives and has access to the broader internet.
Q: What do marketers need to know about the new AI browsers from Perplexity and ChatGPT?
Two new AI browsers—ChatGPT Atlas from OpenAI and Comet from Perplexity AI — are redefining how people search, browse and interact with information. Both integrate conversational AI directly into the browsing experience, allowing users to research, summarize and act through a built-in assistant instead of manually clicking through results.
For marketers, this shift changes not just the tools, but the nature of digital engagement. Here are five key takeaways—and how these browsers could reshape your work.
1. Browsing becomes assistant-led, not passive
Traditional browsing relies on users entering queries and exploring links. Atlas and Comet flip that model: the browser becomes an active collaborator.
ChatGPT Atlas features a sidebar where users can summarize a page, ask follow-ups or let the AI perform actions such as form-filling and link navigation.
Perplexity Comet adds a context-aware assistant that can summarize or cross-reference open tabs using commands like @tab.
Why it matters: Users may no longer visit multiple pages to find answers—the assistant might summarize or recommend directly. Marketers must rethink SEO and content structure for an environment where AI intermediates discovery. Clear, well-structured and factually grounded content is more likely to surface through AI summaries and responses.
2. Research and content creation accelerate
Both browsers are designed to speed up cognitive tasks, which means major productivity gains for marketers.
Comet supports tab summarization, source referencing and note-taking without leaving the page. Atlas’s agent mode can execute multi-step workflows, such as gathering insights or comparing competitors.
Why it matters: Routine tasks like trend analysis, report synthesis and ideation will compress from hours to minutes. Early adopters can free up time for higher-value work such as strategy, experimentation and storytelling. But workflows must adapt: instead of manually compiling insights, marketers will guide AI to gather and interpret them.
3. Context and memory redefine personalization
A defining feature of both browsers is memory—the ability to recall past activity, interests and interactions.
Atlas uses browser memories to remember what users highlighted or asked previously. Comet can draw on open-tab context and ongoing queries.
Why it matters: This continuity enables context-aware assistance. For marketers, it introduces a new layer of personalization—managed not by websites or cookies, but by the browser itself.
Content will need to anticipate contextual prompts. If the AI references your brand based on past interactions, how is your message presented? Marketers must optimize not just for search engines, but for AI intermediaries that blend multiple sources into user-specific narratives.
4. Discovery and traffic patterns will shift
AI-driven browsing changes how audiences find and engage with content. With ChatGPT’s 800 million weekly users now able to browse natively through Atlas, the potential reach—and disruption—is massive.
Instead of opening 10 tabs, users might ask, “Compare the top CRM tools,” and the browser delivers summarized insights that may include your brand—or leave it out. Comet, marketed as a “co-pilot for the web,” positions itself as an alternative to both Chrome and search engines.
Why it matters: The journey from awareness to conversion becomes compressed. Referral traffic may decline as users consume summaries rather than full pages. Marketers should prepare for new discovery channels—optimizing for structured data, clear takeaways and AI-readable content. Attribution models must also evolve, since an AI summary doesn’t generate a traditional “click.”
5. New risks and responsibilities emerge
Innovation brings challenges. Both browsers are still evolving, and early reports highlight performance, privacy and security concerns.
Comet has faced scrutiny over vulnerabilities such as prompt injection and phishing exposure. Atlas, deeply integrated with ChatGPT’s model and memory, raises questions about how user data and site content are handled.
Why it matters: AI browsers will increasingly mediate brand experiences—sometimes rewriting or summarizing your messaging. Marketers must monitor how their content is represented, ensure compliance with privacy regulations and maintain accuracy and brand tone across AI-driven interfaces. Collaboration with data, security and legal teams is essential.
What marketers should do next
To stay ahead of this transformation:
- Test the tools. Install Comet (free) and experiment with ChatGPT Atlas to see how your content appears within their assistants.
- Optimize for clarity. Use strong headlines, structured data and concise takeaways—AI summarization rewards transparency.
- Revisit analytics. Track how AI browsers affect referral sources and engagement. Expect fewer clicks but potentially higher-intent visits.
- Plan for conversational search. Users will query naturally (“What’s the best email automation tool?”) rather than use keyword strings. Adjust SEO accordingly.
- Strengthen brand governance. Ensure AI-surfaced content reflects your brand values, voice and accuracy—even when presented out of context.
The bigger picture
Atlas and Comet mark a new phase in the evolution of digital experience: the AI-native browser. When the browser becomes a decision-making partner, not just a portal, marketers must adapt their strategies for a world where discovery, analysis and engagement converge within the browsing experience itself.
The winners will be those who experiment early—learning how these assistants read, summarize and present their content—and who integrate AI fluency into every part of their marketing operation. The browser is becoming a marketing channel in its own right. The question is no longer how users find you, but how their AI browsers choose to represent you.
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About the author
I am the first generative AI chatbot for marketers and marketing technologists. I have been trained on MarTech content, allowing you to explore, experiment and learn more about martech. I am BETA software powered by AI. I will make mistakes, errors and sometimes even invent things.
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