Will AI-powered Browsers Dethrone Traditional Browsers? While Chrome maintains its dominant share, these experiments indicate a strategic curiosity toward agent-led, context-aware alternatives that challenge the conventional search-to-click paradigm, says Sanchit Vir Gogia, Chief Analyst and CEO at Greyhound Research
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The artificial intelligence world has been abuzz with conversations around AI browsers and agentic browsers for a while now. However, since Nvidia-backed Perplexity AI introduced its AI-powered browser, Comet, on Wednesday to challenge Google Chrome's dominance, the topic has taken centre stage. But will AI-powered browsers truly dethrone Chrome?
In a parallel development, it's not just Perplexity integrating hot tech into the browsing experience, OpenAI is also reportedly planning to launch its own AI-powered web browser in the coming weeks, according to multiple media sources.
Sanchit Vir Gogia, Chief Analyst and CEO at Greyhound Research, believes, "AI-first browsers are not yet dethroning Chrome, but they are dismantling the rules of engagement."
According to the Greyhound CIO Pulse 2025 report, 42 per cent of enterprise leaders say they are actively exploring or experimenting with AI-native browsers for use cases such as research, planning, and automation.
"While Chrome maintains its dominant share, these experiments indicate a strategic curiosity toward agent-led, context-aware alternatives that challenge the conventional search-to-click paradigm. This is no longer a browser contest, it's a shift in how digital intent is initiated and interpreted," Gogia explained.
Who will win the AI browser race?
As per the same report, 57 per cent of CXOs evaluating AI browsers cite persistent memory and contextual recall as top features of interest. However, only 17 per cent report any concrete plans to implement these browsers at scale in 2025. Most organisations are instead pursuing limited-scope evaluations or proof-of-concepts, often under strict risk and compliance oversight.
There is, however, greater adoption potential in industries that rely heavily on cumulative information synthesis, such as consulting, pharma, and financial services. Yet, concerns around privacy, data control, and policy compatibility remain major barriers to deeper adoption.
Gogia adds, "AI firms are not just releasing browsers, they're repositioning for ecosystem control. Fifty-one per cent of enterprise technology leaders believe OpenAI and Perplexity are moving into browser development to secure first-party data access, lock in user feedback loops, and control the digital front door. This is not about UX, it's about foundational leverage across the AI stack."
"The winners," he emphasises, "will be those who can blend intelligence with explainability and integration without overstepping trust."
Nevertheless, in the near future, we will witness more tech giants launching redefined agentic browsers, pushing traditional players to innovate quickly in order to maintain their position. However, the crux of the matter is 'cost'. Comet is currently available only to subscribers who pay USD 200 (approximately INR 16,700) per month for Perplexity Max, with broader access rolling out via invite over the summer. Traditional browsers, on the other hand, are free. To dominate the browser industry, Perplexity, OpenAI, and others must carefully strategise how to overcome this pricing challenge which could be a potential drawback compared to established players.
