Perplexity launches Comet AI browser for $200 Max subscribers

Perplexity announced on July 9, 2025, the launch of Comet, its first AI-powered web browser designed to challenge Google's dominance in search and browsing. The browser initially becomes available to subscribers of Perplexity's $200-per-month Max plan, along with a limited group of users who joined the waitlist.

According to Perplexity, Comet integrates the company's AI search engine as the default search provider, positioning AI-generated search summaries prominently within the browsing experience. The browser runs on Chromium architecture and supports Chrome extensions while allowing users to import existing settings and bookmarks seamlessly from their current browsers.

Summary

Who: Perplexity AI, an artificial intelligence search company founded in August 2022, launched its first AI-powered web browser targeting premium subscribers and power users requiring advanced browsing capabilities.

What: Comet browser featuring integrated Perplexity AI search engine, Comet Assistant for automated browsing tasks, Chrome extension support, and seamless bookmark importing from existing browsers.

When: The announcement occurred on July 9, 2025, with immediate availability for Perplexity Max subscribers and gradual rollout to waitlist users over subsequent weeks.

Where: Initial launch targets Max subscribers globally with plans for broader market expansion following successful validation among power users and technical stability confirmation.

Why: The launch challenges Google's search and browsing dominance while providing Perplexity with direct user access, potentially increasing query volume and supporting the company's advertising and subscription monetization strategies.

The browser's primary differentiator centers on Comet Assistant, an AI agent that operates within the browser environment. According to TechCrunch testing, the assistant can summarize emails and calendar events, manage browser tabs, and navigate web pages autonomously on behalf of users. Users access the assistant through a sidebar panel that appears alongside any webpage, enabling the AI to view and analyze current page content in real time.

Early testing reveals mixed performance results for Comet Assistant. According to TechCrunch's hands-on evaluation, the AI agent excels at simple tasks like answering questions about visible webpage content and providing summaries of social media posts or documents. However, the assistant struggles with complex multi-step processes, including accurate date entry and booking confirmations for services like airport parking reservations.

The browser requires extensive permissions to function fully. According to TechCrunch, users must grant Perplexity access to view screens, send emails, access contacts, and modify calendar events before utilizing the assistant's advanced features. These permission requirements raise data privacy considerations for potential users evaluating the browser's implementation.

PPC Land has extensively covered Perplexity's browser development strategy since May 2025, when CEO Aravind Srinivas first disclosed the company's data collection intentions during a Technology Brothers Podcast Network interview. The browser faced development delays from its originally scheduled May 2025 release date.

Comet enters a competitive landscape where multiple companies develop AI-powered browsers. The Browser Company launched Dia in June 2025, offering similar AI integration features. OpenAI has reportedly considered developing its own browser, hiring former Google Chrome team members throughout 2024 and early 2025.

According to Perplexity's internal metrics, the company processes 780 million queries monthly as of May 2025, representing over 20% month-over-month growth. This query volume provides a substantial user base for potential browser adoption, though browser switching typically requires higher user commitment than search engine changes.

The browser launch aligns with Perplexity's broader monetization strategy, which includes advertising implementations and premium subscription tiers. The company launched its Max subscription tier on July 2, 2025, providing unlimited access to advanced AI models including OpenAI's o3-pro and Claude Opus 4 for $200 monthly.

Srinivas previously described his vision for Comet as developing "an operating system with which you can do almost everything," enabling Perplexity's AI to assist users across multiple applications and websites. The CEO emphasized that becoming users' default browser could translate to "infinite retention" and increased query volume for the platform.

The advertising industry has watched Perplexity's monetization developments closely since the company began testing advertising formats in November 2024. The platform introduced sponsored questions and side media placements, partnering with companies like Indeed for job-related advertising integration.

Browser development represents a significant technical undertaking for Perplexity, particularly given the market dominance of established players including Google Chrome, Apple Safari, and Microsoft Edge. According to previous interviews, Srinivas acknowledged development complexity contributed to the project's delays, leading the team to reduce scope and focus on core functionality.

Comet's success depends partly on user willingness to grant extensive system permissions and adopt new browsing habits. Traditional browser switching faces high user friction, as people develop workflows around bookmarks, saved passwords, and extension ecosystems that require time and effort to replicate.

The browser's pricing strategy limits initial adoption to high-value subscribers, suggesting Perplexity aims to validate demand among power users before broader market expansion. This approach mirrors industry trends showing AI search visitors demonstrate 4.4 times higher conversion value compared to traditional organic search traffic.

Security considerations become increasingly important as AI browsers gain market traction. Comet Assistant's ability to view screen content, access email accounts, and modify calendar data creates potential vulnerability points that require robust protection mechanisms and user trust.

The marketing implications extend beyond browser adoption to search behavior transformation. Analysis indicates AI agents may eventually become primary advertising targets rather than human users, fundamentally altering digital marketing approaches.

Perplexity's browser initiative reflects broader industry movement toward AI-integrated browsing experiences. Google has deployed multiple AI features within Chrome throughout 2024 and 2025, while Microsoft continues developing AI capabilities within Edge browser architecture.

The company faces regulatory scrutiny as AI search capabilities gain prominence. Perplexity has addressed content attribution concerns through publisher revenue-sharing programs and citation transparency measures, but browser integration may intensify these considerations.

Technical performance metrics will prove crucial for Comet's adoption success. Browser users expect fast page loading, stable extension compatibility, and reliable synchronization across devices - requirements that AI integration cannot compromise without losing user adoption.

Market analysts anticipate AI browser competition will intensify throughout 2025 and 2026 as multiple companies recognize browsers as critical distribution channels for AI services. Success will likely depend on seamless AI integration rather than browser engine innovation alone.

Timeline

• August 2022: Perplexity AI founded as conversational search platform
• November 2024: Perplexity reveals advertising strategy with sponsored questions and side media placements
• December 2024: Perplexity achieves $9 billion valuation demonstrating rapid market growth
• May 2025: Perplexity CEO discloses browser data collection strategy during Technology Brothers Podcast interview
• July 2, 2025: Perplexity launches Max subscription tier at $200 monthly with unlimited AI access
• July 9, 2025: Perplexity announces Comet browser launch for Max subscribers and waitlist invitees