What Perplexity’s Comet means for the future of digital ads

The internet is a vast ocean, and for decades, search engines have been the compasses guiding users through its depths. Adding to this is now a new vessel: Comet, an ‘agentic’ web browser designed to take AI-driven browsing to the next level, or at least that is what they claim to do. While the company has revealed little about the browser’s core technology, it has hinted at agentic AI capabilities, suggesting a system that can automate tasks, conduct deep research, and streamline browsing in ways traditional browsers do not. It remains unclear whether Comet will be based on Chromium, the open-source engine powering most modern browsers, or if it will take a different architectural approach.