Perplexity AI, a startup that competes with popular browsers like Google Chrome and Safari, plans to launch a new browser that collects user data to build personalized profiles. The company’s CEO, Aravind Srinivas, recently stated that the goal is to show targeted ads based on users’ browsing habits.
Srinivas explained that Instagram has shown a decrease in engagement time when ads are removed from the platform, highlighting the potential for personalized ad targeting. He emphasized that Perplexity aims to use context and data outside of its app to create better user profiles, which could lead to more relevant ads.
However, Srinivas clarified that memory and personalization are necessary steps regardless of advertising goals. Users will have the option to choose not to participate in personalization, receiving zero ads, or making a trade-off between utility and privacy.
Perplexity’s browser plans aim to utilize AI capabilities to deliver tailored experiences for users, with potential benefits including increased ad revenue for brands. The company seeks to crack the code on memory and personalization to achieve this goal, ensuring that users’ data is used responsibly.
Source: https://www.livemint.com/technology/tech-news/want-to-understand-what-you-re-browsing-aravind-srinivas-reveals-why-perplexity-wants-its-own-browser-11745544562152.html