AI browsers could transform the web

AI-powered browsers like Perplexity’s Comet and tools in development by OpenAI are reimagining how users interact with the internet—similar to how apps reshaped mobile. These browsers aim to make AI a central part of the browsing experience, offering personalized, efficient, and task-oriented interfaces.

Experts believe browsers could become AI’s "killer app," turning them into command centers that understand and act on user intent. By embedding AI into a familiar tool, companies hope to reduce friction, automate tasks, and deliver real results.

However, this shift could hurt traditional websites. AI may strip traffic and revenue from the web by providing direct answers without visiting sites. That could make parts of the internet financially unsustainable.

Major browser makers like Google may face disruption if AI-first browsers take off. Still, switching costs and user habits remain big hurdles.

To compete, websites are starting to build their own AI tools—keeping users on-site while offering the same AI-driven convenience. Rather than fight AI, some see it as a way to enhance user engagement and control the experience.