Perplexity, an AI search company, is developing a browser called Comet that will track users’ online activities to deliver “hyper personalized” advertisements, according to CEO Aravind Srinivas.
Speaking on the TBPN podcast, Srinivas explained that the browser would collect data on user behavior outside of Perplexity’s app. “We want to get data even outside the app to better understand you,” he stated, noting that work-related queries alone don’t provide sufficient personal information.
The CEO emphasized that tracking users’ shopping habits, travel destinations, restaurant choices, and browsing patterns would provide valuable insights for advertising purposes. “We plan to use all the context to build a better user profile and, through our discover feed, we could show some ads there,” Srinivas said.
This strategy mirrors Google’s approach to data collection, which helped it become a $2 trillion company. Comet is expected to launch in May despite experiencing some development setbacks.
Perplexity is also expanding into mobile partnerships. The company recently announced a deal with Motorola to pre-install its app on Razr series phones, and Bloomberg reports that discussions with Samsung are underway.
The timing of these revelations is notable, as Google is currently defending itself against a Department of Justice antitrust lawsuit related to its search and advertising practices. The DOJ is seeking to force Google to divest its Chrome browser.
While Srinivas believes users will accept tracking in exchange for more relevant ads, this approach comes at a time of increasing scrutiny of big tech’s data collection practices from regulators and consumers alike.
