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Web browsers, by including agentic AI capabilities (capable of understanding context, automating and executing multi-step tasks) can access information without any tabs, clicking or scrolling

May 15, 2025 //  by Finnovate

From Netscape to Chrome, browsers are digital windows to the world.  But that era is potentially poised to quickly circle the drain as AI comes to control a greater share of the flow of information. ChatGPT.com is now the fifth-most visited website in the world, with Google.com on top, followed by YouTube, Facebook and Instagram. The news that Perplexity is developing its own web browser, Comet, that is expected to include agentic AI capabilities and the ability to automate certain tasks, is already showing that how users find things, how they buy things and even how they know things, could increasingly be up for grabs.  Instead of opening a browser window and typing a URL, users may soon speak or text a request into an agent that goes out, searches the internet and delivers what they need. No tabs, no clicking and no endless scrolling. That, at least, is the envisioned future. The whole concept of a web browser may be absorbed into an ecosystem of intelligent, personalized, persistent AI agents. The advent of the agentic AI web experience could mark a transformative period in how users access and interact with information online. At the heart of the potential evolution are large language models (LLMs) like OpenAI’s GPT-4, Google’s Gemini and Anthropic’s Claude. These systems are increasingly capable of understanding context, maintaining memory and executing multi-step tasks. But true agency requires more than linguistic prowess. Integration is key. APIs  now serve as conduits through which AI agents interact with apps, services and devices. If AI agents are making purchasing decisions, traditional advertising strategies could falter. SEO, influencer marketing and even visual design may lose relevance if AI agents bypass websites in favor of direct API transactions. Brands will need to pivot, optimizing not for human attention but for AI interoperability.  The AI browser wars have begun, and the outcome will shape the future of the digital landscape.

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Category: Customer & User Experience, Innovation Topics

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