Perplexity Browser Development Focuses on User Data Collection for Targeted Advertising Strategy

The Perplexity browser development initiative has revealed a key strategic objective that extends beyond providing an alternative browsing experience. According to recent statements from CEO Aravind Srinivas, the AI company’s upcoming Comet browser is being developed with a clear focus on collecting comprehensive user data to enable targeted advertising. This revelation provides insight into how the company plans to monetize its growing ecosystem beyond its core AI search functionality.

Perplexity’s Browser Development Announcement

In February 2025, Perplexity browser development plans became public when the company announced Comet, its first foray into the web browser market. Initially, this move appeared to be a natural extension of the company’s AI-focused product line, potentially offering users a more integrated search and browsing experience. However, recent revelations indicate that data collection for advertising purposes forms a central pillar of this strategy.

The Perplexity browser development roadmap had previously been somewhat vague regarding specific features and differentiators from existing browsers. Now, with CEO Aravind Srinivas’ candid comments during a TBPN podcast interview, the company’s intentions have become considerably clearer, particularly regarding how it plans to leverage user data generated through browsing activities.

The Data Collection Strategy Behind Comet

The Perplexity browser development team appears to be designing Comet specifically with data collection capabilities in mind. During his interview, Srinivas stated explicitly: “That’s kind of one of the other reasons we wanted to build a browser, is we want to get data even outside the app to better understand you.” This frank admission reveals that Perplexity sees significant value in tracking user behavior beyond just their interactions with the company’s core AI search product.

Srinivas further elaborated on the Perplexity browser development monetization strategy, adding, “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 approach mirrors established practices by other major browser providers, particularly Google Chrome, which has long used browsing data to enhance ad targeting capabilities across its ecosystem.

Similarities to Google Chrome’s Approach

The Perplexity browser development approach bears striking similarities to Google’s established strategy with Chrome. Both browsers serve dual purposes: providing users with a functional web browsing tool while simultaneously collecting valuable data that can enhance advertising capabilities. This parallel isn’t coincidental, as Comet is being built on Chromium, the open-source browser engine developed by Google that also powers Chrome.

By building on Chromium, the Perplexity browser development team gains access to a proven, stable browser architecture while being able to focus development resources on the data collection and user profiling features that appear central to their strategy. This technical foundation also enables compatibility with Chrome’s extensive extension ecosystem, potentially making user adoption easier.

Perplexity’s Interest in Chrome Acquisition

An intriguing aspect of the Perplexity browser development story involves the company’s potential interest in acquiring Google Chrome outright. Following a recent court ruling that found Google to be a monopolist in online search, discussions have emerged about potential remedies, including the possible divestiture of Chrome from Google’s business portfolio.

Perplexity’s Chief Business Officer, Dmitry Shevelenko, has publicly commented on this possibility, suggesting that Perplexity would be capable of continuing to operate Chrome at its current scale if such an acquisition opportunity arose. This interest highlights the strategic importance Perplexity places on owning a major browser platform, consistent with their stated goals of collecting comprehensive user data for advertising purposes.

Industry Implications of Perplexity’s Browser Strategy

The Perplexity browser development program signals an emerging trend where AI-first companies are expanding into adjacent technology sectors to create more comprehensive data collection ecosystems. This approach could potentially reshape competition in both the browser market and digital advertising landscape, particularly as AI companies seek new ways to monetize their technologies.

For established browser providers like Google, Mozilla, and Microsoft, the entry of AI-focused competitors like Perplexity represents both a challenge and validation of their existing business models. The fact that Perplexity is adopting a similar data-collection-for-advertising approach suggests that this model remains economically viable despite increasing privacy concerns and regulatory scrutiny.

User Privacy Concerns and Considerations

The transparent admission that Perplexity browser development is partly motivated by data collection goals raises significant questions about user privacy. While many users have become accustomed to browsers tracking their activities to some degree, Perplexity’s stated intention to collect data “even outside the app” may prompt privacy advocates to scrutinize how extensively the company plans to monitor user behavior.

As privacy regulations continue to evolve globally, with frameworks like GDPR in Europe and CCPA in California establishing new standards for data collection and user consent, the Perplexity browser development team will need to navigate a complex regulatory landscape. How the company addresses these concerns could significantly impact user adoption and regulatory responses to their browser initiative.

The Competitive Browser Landscape

As the Perplexity browser development project moves forward, it enters an increasingly competitive landscape. Beyond established players like Chrome, Safari, Firefox, and Edge, other technology companies have also shown interest in the browser market. Most notably, OpenAI has expressed interest in potentially acquiring Chrome should Google be required to divest it, setting up a potential competitive dynamic between AI companies for browser market share.

Shevelenko’s comments specifically addressed this competitive aspect, expressing a lack of enthusiasm about the prospect of OpenAI acquiring Chrome. This positioning highlights how the browser market may become another battleground for AI companies seeking to establish dominant ecosystems, with user data collection capabilities serving as a primary strategic asset.

Conclusion

The Perplexity browser development initiative represents a significant strategic move for the AI company, clearly aimed at expanding its data collection capabilities to enable targeted advertising. By creating Comet, a Chromium-based browser, Perplexity is positioning itself to gather comprehensive user data beyond its core app, creating more detailed user profiles that can be monetized through advertising.

As this project progresses, it will likely face scrutiny from privacy advocates, regulators, and competitors alike. The outcome of Google’s antitrust case and the potential future of Chrome may also significantly impact Perplexity’s browser strategy. Regardless of how these specific scenarios unfold, the company’s candid acknowledgment of its data collection goals provides valuable insight into how AI companies are evolving their business models beyond their core technologies into the realm of targeted advertising, following a path blazed by earlier tech giants.