In MarTech’s “MarTechBot explains it all” feature, we pose a question about marketing to our very own MarTechBot, which is trained on the MarTech website archives and has access to the broader internet.
Q: What do marketers need to know about the new AI browsers from Perplexity and ChatGPT?
Two new AI browsers—ChatGPT Atlas from OpenAI and Comet from Perplexity AI — are redefining how people search, browse and interact with information. Both integrate conversational AI directly into the browsing experience, allowing users to research, summarize and act through a built-in assistant instead of manually clicking through results.
For marketers, this shift changes not just the tools, but the nature of digital engagement. Here are five key takeaways—and how these browsers could reshape your work.
1. Browsing becomes assistant-led, not passive
Traditional browsing relies on users entering queries and exploring links. Atlas and Comet flip that model: the browser becomes an active collaborator.
ChatGPT Atlas features a sidebar where users can summarize a page, ask follow-ups or let the AI perform actions such as form-filling and link navigation.
Perplexity Comet adds a context-aware assistant that can summarize or cross-reference open tabs using commands like @tab.
Why it matters: Users may no longer visit multiple pages to find answers—the assistant might summarize or recommend directly. Marketers must rethink SEO and content structure for…
