CEO of Perplexity, Aravind Srinivas, recently shared plans that echo the early days of Google. In a podcast interview with TBPN, he explained why the company is building a new browser, called Comet.
This new browser’s goal is to track user behavior across the web and sell “hyper personalized” ads.
In short, Perplexity wants to learn more about its users, far beyond the data it collects in its own app.
Also read: SearchGPT vs Perplexity vs Google
Why Track Users Outside the App?
Srinivas said that user prompts in the app tend to be work-focused. But work searches don’t show the full picture of someone’s habits or interests.
So, the company wants more data (data on what people buy, where they travel, and which sites they visit).
According to Srinivas:
“That’s kind of one of the other reasons we wanted to build a browser, is we want to get data even outside the app to better understand you.”
He added that ads based on this data would be more relevant. And in his view, users will likely accept this trade-off for better browsing and more useful ads.
What Is Comet?
The browser, named Comet, has faced delays. However, Srinivas says it’s now set for release in May.
Perplexity hopes Comet will offer the same kind of data access that helped turn Google into a $2 trillion company. Like Google, Perplexity wants to know what users do, not just what they search for.
Perplexity’s Deal With Motorola
Perplexity has partnered with Motorola to pre-install its app on the latest Razr phones. Users can also use Motorola’s voice AI, Moto AI, to access Perplexity by typing “Ask Perplexity.”
This deal hints at Perplexity’s big dreams for mobile devices. Srinivas also hinted that they may be working with Samsung, though he didn’t confirm it directly.
Earlier this month, Bloomberg reported that talks between Samsung and Perplexity are ongoing.
Everyone’s Watching, Not Just Google
Google is not alone in tracking users. Meta, for instance, uses its Pixel tech to gather data from websites. Even people who don’t have a Facebook or Instagram account are not excluded.
Meanwhile, Apple, despite its pro-privacy ads, still tracks some user actions to sell ads in its own apps.
So, Perplexity’s action isn’t new, the company is just more vocal about it. Srinivas has openly admitted that the company wants to track users across the web to sell ads. That honesty stands out, especially now.
Google’s Legal Battle
Google is currently in court, facing charges from the U.S. Department of Justice. The case claims Google used unfair tactics to dominate search and ads.
A possible outcome is that the court could force Google to sell its Chrome browser.
When asked, both OpenAI and Perplexity said they would be interested in buying Chrome if it were put up for sale.
This shows how serious Perplexity is about joining the ranks of the biggest tech firms.
Users May Push Back
Though these plans may excite advertisers, not all users will feel the same. In both the U.S. and Europe, people have grown more wary of big tech.
Many worry about how much companies know and what they do with their personal data.
So, while Srinivas believes users will accept tracking in exchange for better ads, the reaction may not be so simple.
Will People Accept This?
Many today expect some level of tracking, but they also want transparency and control. If Comet gives users useful features, they may stick around. But if it feels like just another tool for ads, there might be some resistance.
