Perplexity CEO: Browser to Track Users for Personalized Ads
Perplexity AI isn’t stopping at challenging Google it wants to become the next Google. On a recent TBPN podcast, CEO Aravind Srinivas explained why the company is building its own browser, called Comet. The goal, he says, is not only to improve user experience but also to gather broader behavioral data from outside its app. By doing so, Perplexity aims to serve more personalized and profitable ads.
While work-related queries inside the app offer limited insight, tracking user behavior beyond those queries can reveal much more. For instance, understanding which hotels, restaurants, or shopping sites users visit helps the company create a deeper profile. According to Srinivas, this data makes ad targeting more accurate and potentially more valuable. Therefore, the browser becomes a powerful tool not just for access but for revenue generation as well.
Using Context to Shape a Business Model
Srinivas believes users won’t mind the tracking. In fact, he argues that people may appreciate more relevant ads. By building user profiles based on full online behavior, Perplexity can personalize content within its Discover feed and elsewhere. He hinted this strategy will play a central role in their advertising model, aiming to merge browsing with AI-driven suggestions.
Though Comet faced some delays, the browser is now expected to launch in May. Meanwhile, Perplexity is also extending its reach in the mobile space. It recently partnered with Motorola to pre-install its app on Razr smartphones. Users will be able to trigger the AI assistant by typing “Ask Perplexity” through Moto AI. Furthermore, the company is reportedly in discussions with Samsung, though Srinivas declined to confirm specific details.
The Bigger Picture: Privacy, Competition, and Power
Tracking user behavior for ads isn’t unique to Perplexity. Companies like Google, Meta, and Apple all rely on some form of user monitoring to drive ad revenue. Google, in fact, became a $2 trillion giant partly through such strategies. Meta tracks users through Pixels embedded on countless websites, even when people don’t use its platforms. Even Apple, often praised for privacy, tracks user locations to sell ads in certain apps.
However, such practices haven’t gone unnoticed. Across the U.S. and Europe, there’s growing distrust of tech giants. Ironically, while Google is currently defending itself in court against DOJ antitrust claims, both Perplexity and OpenAI have expressed interest in acquiring Google’s Chrome browser should a forced divestiture occur.
In trying to emulate Google’s success, Perplexity is also stepping into its controversies.
