Mass use of artificial intelligence calls into question behaviours that have underpinned some of the biggest online markets. Among them: how will people’s attention be directed and monetised, if much of what they do on the internet is channelled through chatbots or automated away through AI agents?
Those questions are at the heart of a new war that is brewing around web browsers. Software from the early days of the web might seem an unlikely competitive weapon in the AI era. But its ability to steer large audiences to particular digital services still has huge strategic value, and it is being repurposed to play an important supporting role.
Last week’s announcement by AI upstart Perplexity that it is willing to pay $34.5bn for Google’s Chrome browser was a sighting shot in this emerging battle. The offer will be moot unless the judge presiding over a US antitrust trial forces Google to sell. OpenAI has also signalled it would like to buy Chrome, while reports suggest it is developing a browser of its own.