AI browsers are poised to reshape the web

AI-powered browsers—like Perplexity’s Comet and experimental tools from OpenAI—are redefining how people navigate the internet. Much like mobile apps transformed smartphones, these browsers aim to put AI at the heart of the web experience, offering smarter, faster, and more personalized ways to get things done.

Many experts see browsers as a potential “killer app” for AI—turning them into intelligent command centers that can interpret user intent and act on it. By weaving AI into a familiar interface, developers hope to streamline tasks, reduce friction, and deliver actionable results.

But this evolution poses a threat to the traditional web ecosystem. As AI answers questions directly, users may bypass websites entirely, leading to lost traffic and declining ad revenue. For some publishers, that could jeopardize their financial viability.

Big players like Google could also face disruption if AI-first browsers gain traction. Still, the dominance of existing platforms and users' ingrained habits present real barriers to change.

To stay relevant, many websites are now integrating their own AI features—hoping to keep users engaged and offer similar convenience without ceding control. Rather than resisting AI, some are embracing it as a tool to deepen engagement and evolve the user experience.