AI Browsers Set to Redefine Brand Marketing Ownership

183

A new battleground is emerging in brand marketing: AI-powered browsers. OpenAI and Perplexity recently launched or previewed browsers designed to integrate conversational AI with search, allowing them to own both user experiences and brand interactions  .

These browsers offer more than search—they capture scrolls, clicks, queries, and dwell time. According to Enders Analysis, “the data advantages are huge when you have that kind of access to a user’s journey”. For brands, this unlocks granular targeting and precise performance measurement—far beyond current search-advertising models.

Marketing leaders see this as a vital opportunity. Gartner’s Nicole Greene notes that owning this data exhaust could allow platforms to build predictive ad models tailored per user journey. Brands ready to embed into early-stage browsing experiences—like search-answer results, follow-up chat threads, and personalized recommendations—stand to gain both attention and attribution.

For companies frustrated by Google and Meta’s dominance, AI browser ad channels represent fresh ground—and greater negotiating power. Perplexity CEO Aravind Srinivas highlighted this “browers as vector” strategy, positioning AI as the internet’s new focal point  . Meanwhile, OpenAI’s hiring of ex-Meta ads lead Fidji Simo signals intent to monetize in-browser consumption.

For brand marketers, the emergence of AI browsers marks a pivot: from optimizing for clicks to owning conversational-first spaces. The winners will be those shaping brand presence—across search, chat, and recommendation—before and within these new browser environments.