No more links, no more scrolling—The browser is becoming an AI Agent

Rumors that OpenAI is set to release a generative AI-powered web browser to rival Alphabet’s Google Chrome have amped up excitement about the future of search and how AI will fundamentally change how we browse the web. In this next phase of the internet, search engines won’t just point to information; intelligent agents will find it for us and even act on it. “This isn’t just about better answers; it’s about redefining the interface between humans and the web,” said Ja-Naé Duane, a Brown University faculty member and MIT CISR research fellow. “By embedding a conversational, task-completing AI into the browser itself, OpenAI is signaling the end of search as we know it.”

What exactly is generative AI-powered search?

Generative AI-powered search is fundamentally different from traditional search, as it not only fetches the most relevant links in response to a query but also summarizes and directly links to them. Users won’t have to scroll through URLs, websites, or databases to get the information they need. For enterprises, this means SEO may eventually become obsolete, requiring a fundamental rethink of online strategy. Presumably, OpenAI’s goal is to keep users inside GPT-like interfaces as long as possible. A dedicated browser would allow the company to directly integrate products such as Operator, which handles repetitive browser tasks. Experts say this is the future of AI-powered search: agents that fetch information for users and get to know their habits, interests, and goals. “We’re moving into an era where the browser doesn’t just respond, it anticipates,” said Duane. “The future of search is not about finding, it’s about fulfilling.”

The current generative AI-powered search landscape

Whenever OpenAI enters the generative AI-powered search space, it will face competition from players like Perplexity, Dia, Arc, Andi, Bagoodex, Komo, and You.com. Notably, Perplexity’s Comet was launched recently but is currently only available to customers on a $200-per-month tier, with plans to expand access later. Wyatt Mayham of Northwest AI Consulting noted Perplexity is “excellent for deep research” but geared toward power users rather than the mass market. Johnny Hughes, co-founder and CMO at Avenue Z, said Perplexity is “fast, task-oriented” and increasingly adopted in knowledge work, but source transparency and trust remain inconsistent. Dia is “rethinking the browser from scratch with modular AI features,” but faces adoption challenges in a space dominated by incumbents. Incumbent browsers have also integrated AI features: Chrome offers AI Mode, Bing has Copilot search, and Firefox and DuckDuckGo have added AI chatbots and summaries. However, these remain closer to traditional assistive search and are tied to ad revenue models and legacy user experiences.

OpenAI’s potential advantage in search

OpenAI’s strengths include its large market share, deep industry partnerships, and 500 million weekly active users. “Instead of giving you a list of links, their upcoming browser agent aims to complete actions (book a flight, order groceries, handle forms),” said Mayham. “That’s a different model than Google’s ad-driven approach and has major implications for how discovery happens online.” Hughes emphasized this is a “big shift in mental models.” Google was built to index and rank, while OpenAI is engineered to understand, synthesize, and serve intent-based outcomes. OpenAI’s advantage also lies in its massive developer ecosystem, user behavior data from ChatGPT, and feedback loops from billions of prompts. While Perplexity functions as a powerful assistant and Gemini augments search with context, OpenAI is positioned to become the OS layer of the internet.

But can OpenAI really topple Google?

The browser wars have been ongoing for years. Chrome remains dominant with a 90.15% share of the U.S. user base and 92.49% in Europe between Q1 2024 and Q1 2025, according to Datos. ChatGPT accounted for just 0.29% of desktop events in the U.S. and 0.32% in Europe. Eli Goodman, CEO of Datos, said, “Short of a miracle, I have a hard time seeing any new browser having any kind of material impact on Google’s browser dominance for quite some time, if at all.” AI tools will add value in summarization, research acceleration, and mitigating tab fatigue, but an existential threat to Google is not imminent. Vladyslav Hamolia, AI product lead at MacPaw, noted ChatGPT is strong at answering well-formed questions but lacks access to real-time, long-tail, and less-indexed web content. Traditional browsers still play a key role in surfacing newly published pages, live prices, event-specific updates, and in-depth documentation. Brian Jackson of Info-Tech Research Group pointed out that Chrome users also use Gmail, Google Calendar, and other Google services, which OpenAI and Perplexity currently do not match. However, if AI agents begin replacing more Google tools beyond search, they could gain market share.

Advantages and disadvantages of AI web browsers

AI browsers will interpret user goals, make suggestions, automate routine tasks, find product comparisons, and source multiple quotes. Browsers could evolve from windows to web content into agentic assistants helping users achieve digital goals. Resistance to new technology is a factor; users skeptical of AI summaries may reject AI-centric browsing. A key advantage of AI search is models' ability to persist memory across sessions and assist with task execution in-browser. However, this raises privacy concerns. Kaveh Vahdat of RiseOpp cautioned that browsers that think and remember require clear boundaries to maintain user trust. Enterprises must revisit access controls and ensure AI agents align with governance and compliance standards. “These tools are converging in functionality but diverging in user control,” said Vahdat. “The key differentiator may not be capability, but how well each platform balances autonomy with transparency.”

What enterprises should do now

Enterprises should prepare for a search environment where SEO is no longer relevant by thinking of their sites as reference points for AI systems. Content should be clear, factual, and structured for easy AI comprehension. Prepare for conversational commerce by ensuring product data and checkout flows are API-friendly so AI agents can complete transactions without friction. Invest in brand authority, as AI will cite brand names, not just keywords. Brand trust is critical and achieved by being featured on authoritative websites and well-reviewed platforms. Johnny Hughes advises enterprises to:

• Structure content with AI comprehension in mind (schema, embeddings, FAQs)
• Prioritize expert-driven, evergreen content trusted by large language models (LLMs)
• Diversify beyond Google (social search, TikTok SEO, YouTube, voice)
• Train internal teams on prompt engineering and AI integration
Brown University’s Duane emphasized interoperability with agentic AI: “Soon, users won’t be browsing; they’ll be delegating. You need to prepare your systems not just to be found, but to be understood by AI.”

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Originally published at VentureBeat on July 28, 2025.

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FAQ

Browser AI Agents

Q: What is an AI agent browser? A: An AI agent browser is a web browser enhanced with artificial intelligence capabilities. It can understand user intent, perform tasks, summarize information, and potentially even act on behalf of the user, moving beyond traditional search and browsing functionalities. Q: How does generative AI change web browsing? A: Generative AI transforms web browsing by enabling browsers to proactively assist users, summarize complex information, and complete tasks directly. Instead of just presenting links, AI-powered browsers can synthesize information and interact with web services to fulfill user requests. Q: What are the main benefits of AI-powered browsers? A: Benefits include more efficient information retrieval, task automation (like booking flights or filling forms), personalized browsing experiences, and a more intuitive interface between users and the web. Q: What are the potential risks or disadvantages of AI web browsers? A: Potential risks include privacy concerns due to AI agents remembering user habits, the possibility of AI errors or biases influencing search results, and the challenge of user adoption for new interface paradigms. Enterprises also face challenges with access control and governance. Q: How does AI-powered search differ from traditional search? A: Traditional search provides a list of links, requiring users to sift through them. AI-powered search, however, can synthesize information from multiple sources, provide direct answers, and even perform actions, aiming to fulfill user intent rather than just providing links. Q: Can AI browsers replace traditional search engines like Google? A: While AI browsers aim to redefine search, it's a gradual evolution. Traditional search engines are deeply integrated into user habits and ecosystems. AI browsers offer a new paradigm, but widespread adoption and potential dominance will depend on their ability to offer superior functionality and user experience, and potentially integrate with existing services.

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Crypto Market AI's Take

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