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

The rumors that Openai for the Gen Ai web browser version was set for its Gen Ai competitor from the ALPHABET competition has sparked an excitement about the future of research and how Amnesty International will change how to browse the web mainly.

At this next stage of the Internet, search engines will not indicate information; The smart agents will find it for us and even act on it.

“This is not only related to better answers; it is related to the redefinition of the interface between humans and the web,” said JA Nay de Duan, a faculty member at the University of Brown and CISR research fellow, for Venturebeat. “By including the artificial intelligence of the conversation, completing the tasks in the browser itself, Openai refers to the end of the research as we know it.”

What exactly is the Gen AI search with energy?

The research with which AI Gen AI works is mainly different from traditional research, because it not only brings the most relevant links to inquire, but it summarizes and links them directly. Users will not have to pass URLs, websites or databases to get the information they need. For institutions, this means that senior economic officials may eventually become outdated, so you must rethink mainly in their online strategy.

Openai’s goal is to keep users inside GPT facades for as long as possible. The browser designated for the company will allow the inclusion of products directly such as the operator, which takes over the frequent browser tasks.

The latter, in the end, is the future of research that works for Amnesty International, as experts say: agents who bring information to users and get to know their customs, interests and goals.

Duan said: “We move to an era in which the browser does not only respond, but it is expected.” “The future of the research was not related to glorification, but rather to fulfill.”

The current scene to search for artificial intelligence

When Openai enters the AI’s search space, it will face a list of competition, including from confusion, DIA, Arc, andi, Bagoosex, Komo You.com and others.

It is worth noting that Perplexity was launched earlier this month, but it is only available to customers at the level of $ 200 a month. The company says it will put the browser to additional users on the basis of an invitation only, and will make it free in the end.

Wyatt Mayham from Northwest Ai Consulting, but “Proflexity” is “excellent for deep search”, but the current price sign is backed by energy users, not the comprehensive market.

Johnny Hughes, co -founder and CMO at the Marketing and Advertising Company, pointed out to “the issue? Transparency and confidence,” The confusion “is fast and directed towards the task” and increasingly adopting it in knowledge work. You.com, Arc and others also experience a good user interface (UI), but “there is no basic scale, financing or differentiation.”

Meanwhile, Mayham said, “Reflection on the browser from scratch with the normative features of AI, but it faces the arduous battle of adoption in the space dominated by job occupants.” Automation is also more restricted.

Job occupants have also taken steps to compete. Chrome has provided artificial intelligence mode, Bing offers a search for Copilot, while Firefox, Duckduckgo and others merged chat ends and side -sides of artificial intelligence, as well as AI’s integrated search results. However, it is more conservative and remains closer to auxiliary traditional research, and is owned by advertising revenue forms and UX Legacy.

Openai’s possible search feature

What can distinguish Chatgpt from others is its share in the strong market, deep industry partnerships – and the fact that it has 500 million weekly users.

Experts say one feature is its nature directed towards the mission.

“Instead of giving you a list of links, the upcoming browser agent aims to complete the procedures (booking a journey, requesting grocery, and models of dealing),” said Mayham from Northwest Ai Consulting. “This is a different model from the Google approach that the advertisement has and has great effects on how to discover online.”

It is actually a “major transformation in mental models”, he agreed that Hughes of Avenue Z. Google was designed for indexing and rank, while Openai was designed to understand, synthesize and serve the intentional results.

He said: “They are not trying to” crawl the web “, and try to understand it,” stressing that today’s users are looking for direct answers, not just the links.

Openai’s feature on competitors is the huge developed ecosystem, the user’s behavior through ChatGPT and direct feedback rings of billions of claims. When confusion works as a strong agent assistant, Gemini promotes research with context and extensions, “Openai is placed to become the OS layer for the Internet,” Hughes said.

But can Openai really overthrow Google?

The browser wars were continuing for years, and Chrome is still the dominant player.

According to Marketing Intelligence Formance Datos, the technology giant maintained a 90.15 % stake in the American user base, 92.49 % in Europe between Q1 2024 and Q1 2025. On the contrary, Chatgpt accounted for only 0.29 % of desktop events in the United States and 0.32 % in Europe.

“Less than a miracle, I am having difficulty seeing any new browser with any kind of material impact on the dominance of the Google browser for some time, if any,” said Eli Godman, CEO of Datos and co -founder.

He said that the tools of artificial intelligence will appear value in areas, including summary, accelerating research and “relieving fatigue from the tab”. “But I am the threat of Google? Not yet.”

In order to really disable artificial intelligence browsers on the market, they will need to prove that its comprehensive experience is not faster or more intelligent, but it is constantly more useful than users already knows, he indicated.

Vladislav Hamulia, lead from AI products at Mac App Builder MacPaw, said that Chatgpt is strong in answering the questions that were well formed using their internal acquaintances and linguistic logic, but it lacks access to web content in actual, long and least index.

“This is the place where the traditional search engine is still the browser, plays a major role, wipes the newly published pages, direct prices or updates of the event or in -depth technical documents,” said Hamoulia. “The browser is not just the user interface layer; it is a gateway to navigating and filtering a wide dynamic network that the models cannot absorb alone.”

He pointed out that Google remains dominant in the depth of crawling (with two decades of crawling infrastructure), the semantic understanding of the web structure (sitemap sheep, organized data) and personal importance.

Brian Jackson, the main research director of the Info-Tech Research Group, noted that Chrome users are also likely to use Gmail, Google Calendar, Google documents and other Google platforms. “Openai and Perplexity do not have the same chain of services.”

However, if artificial intelligence agents can start replacing more Google tools out of search, they can win some market share.

Jackson said: “We must also think about the strategy that Openai and Pirphlexity takes with their browsers,” Jackson said. “At the present time, PERPLEXIOTY COTET allows only available to its paid users, so at the present time, it is more added to the subscribers instead of trying to win the share in the browser market.”

The advantages and disadvantages of AI web browsers

Jackson of Info-Tech’s Jackson said that the advantages of artificial intelligence may not really see for some time.

Although the comet earns its ability to summarize and translate each page immediately, this is not completely different from what can be accomplished with Chrome – especially by looking at its wide library of the available extensions.

“Artificial intelligence browsers will literally try to explain the goal of users,” he said. “They will make suggestions, and to automate routine tasks or find comparisons on products or multiple rates of services.” Browsers can move from just Windows to web content to agent assistants who help users achieve their digital goals. ”

On the other hand, the resistance of the new technology is always working, as he indicated. Users who reject artificial intelligence who see in the basic research are likely to reject the idea that artificial intelligence should be at the forefront of browsing.

Jackson said: “The first days of the user experience will be important here, and if we see browsers recommend that users put glue on the pizza or other ridiculous things, this will not help in adoption,” Jackson said.

There is another special factor with artificial intelligence research, which is the ability of models to continue memory through sessions and help in carrying out the mission in the browser.

“The danger is the user’s confidence,” said Cafe Fahdat, founder and head of the CMO FARATIONAL agency at CMO FARATIONAL CMO. “The browser who thinks and remembers raises concerns related to legitimate privacy unless the borders are clearly defined.”

He pointed out that the transition from fixed search tapes to the dynamic artificial intelligence facades that learn, adapt and adapt to internal systems provides new exposure points, especially when ownership data appears through models working through public and private content. Institutions must be ready to reconsider controls and ensure the consensus of artificial intelligence agents with the criteria of governance and compliance.

“These tools converge in jobs, but they are spaced in controlling the user,” said Vahdat. “The main discrimination may not be the ability, but the extent of balance of the platform of autonomy with transparency.”

What should companies do now

Whether sooner or later, how should institutions be prepared for a new research environment as SEO is no longer relevant?

Think about your site as a reference point of artificial intelligence systems, Mayham advised from Northwst Ai Consulting. The content should be clear, real and organized so that artificial intelligence tools can easily from the surface. Also, preparing to trade the conversation by ensuring that the product data and exit flows are friendly to API and artificial intelligence agents can complete transactions without friction.

In addition, investing in the brand authority; If AI cited sources, the brand name will be used, not just keywords. “The brand’s confidence is crucial,” said Mayham.

“Institutions must stop thinking about blue links and start building the content that answers, causes and echoes,” Avenue Z’s Hughes agreed.

This means:

• Content structure with an artificial intelligence understanding (planning, implications, common questions)
• Determine the priorities of the permanent content that the experts trust in the large language models (LLMS)
• Diversification beyond Google (Social Research, Tiktok Seo, YouTube, Voice)
• Training internal teams on quick engineering and integration of artificial intelligence

Ultimately, it is very important to make customer experience playable with Agency AI, Duane confirmed at Brown University.

“Soon, users will not browse; they will delegate,” she said. “You need to prepare your systems not only can be found, but for artificial intelligence to understand it.”