What the free Perplexity Comet browser means for marketers
Perplexity just made the Comet browser free to all users. That might seem like just another AI product drop. But for marketers and advertisers, there's more to the story.
When powerful AI tools become free and widely accessible, consumer behavior shifts fast. Here’s what that means for marketers:
Search and discovery are changing. Consumers will turn to free AI tools first, not search engines or social platforms.
Brand trust is on the line. If AI becomes the “first stop,” what it says about your brand matters more than ever.
Media plans need to evolve. The AI itself—not the publisher or platform—may increasingly guide consumers toward products.
Competition will intensify. Brands that learn how to show up in AI-driven experiences will win visibility.
The takeaway: Free AI is not only a tech story, but also a consumer behavior story.
The challenge for Perplexity will be whether consumers will actually start to use the browser. Perplexity might be a familiar name in tech and marketing circles, but the average consumer is much less likely to be aware of it or use it, compared to ChatGPT.
Still, the launch of an AI-assisted browser to the masses is a gamechanger for the browser business.
How is your brand thinking about showing up when AI becomes the first stop?
