Perplexity AI, known for its conversational search engine, is venturing into new territory with the development of its own web browser, codenamed Comet. Recent comments from CEO Aravind Srinivas on the TBPN podcast have shed light on a core strategic motivation behind this move: comprehensive user data collection. Srinivas explicitly stated that a primary reason for building the Comet browser is to gather extensive information about users' online activities, extending far beyond interactions within the Perplexity app itself.https://www.youtube.com/watch?v=DZkDPtE4WmAThe scope of data collection envisioned is broad, encompassing browsing habits, purchasing history, travel plans, and even dining preferences. According to Srinivas, accessing this wide array of user behaviour outside the confines of the Perplexity platform is crucial because it "tells us so much more about you." He elaborated that this additional context is deemed essential for constructing detailed user profiles. The ultimate goal, as articulated by the CEO, is to leverage this deep understanding of user behaviour and preferences.This enhanced user profile, built from data gathered via the Comet browser, is intended to fuel a highly targeted advertising model. Srinivas mentioned the possibility of integrating these "hyper personalized" advertisements within features like Perplexity's discover feed. He stated, "We plan to use all the context to build a better user profile and, maybe you know, through our discover feed we could show some ads there." This strategy signifies a direct move into the lucrative digital advertising space, aiming to monetize user data through tailored ad placements.This approach places Perplexity in direct competition with established players, most notably Google and its dominant advertising ecosystem built around user data and the Chrome browser. The timing is particularly interesting given the ongoing Google antitrust trial, where the US Department of Justice has suggested Google might need to divest Chrome. Srinivas, along with competitors like OpenAI, has openly expressed interest in potentially acquiring Chrome should it become available, highlighting the strategic importance placed on browser-level data access. Perplexity's decision to build Comet and pursue extensive data collection underscores a significant ambition to challenge the existing digital advertising hierarchy by creating its own integrated data and delivery platform.
