Perplexity Aims to Collect More Personal Data Than Google

Perplexity, a technology firm, is gearing up to launch a new browser designed to collect more personal data from users than its existing applications and AI search capabilities. The initiative reflects a broader trend in which companies seek to gather detailed consumer insights to enhance targeted advertising.

According to the CEO of Perplexity, the company believes that users will willingly share personal information in exchange for more relevant advertisements. This rationale echoes the justifications offered by tech giants like Google and Meta for their extensive data collection practices. The CEO also hinted at a potential shift in the competitive landscape, suggesting that the future may hinge on which company can establish a dominant position in the market.

Perplexity is positioning itself as a contender to become the next Google, aspiring to attain significant market power amidst ongoing legal scrutiny of Google's business practices. The U.S. Department of Justice is currently pursuing legal action that may lead to the breakup of Google, particularly targeting its browser operations.

The upcoming browser, named Comet, is set to launch later this summer. It aims to gather comprehensive data about users' online behaviors, which the company believes will provide a richer context for creating user profiles that can drive more effective advertising strategies. The CEO emphasized that activities conducted through a browser reveal more personal insights than typical queries directed at AI systems, which are frequently work-related rather than personal.

In a recent podcast, the CEO expressed that he does not support the disbanding of Google, arguing that such a move could be detrimental to the U.S. economy. He acknowledged Google's contributions to the tech industry, particularly highlighting its development of the Chromium browser framework, which is now utilized by Microsoft for its Edge browser.

Perplexity is not only developing its own AI models but also integrating offerings from other AI providers within its search engine. The CEO noted that most users are likely unaware of the differences between these various AI models, which may not be relevant for everyday tasks.

The podcast also touched on the broader tech industry's focus on social media platforms, with many users currently engaged with Instagram. Perplexity has expressed interest in acquiring TikTok, should the platform face restrictions in the U.S., though the CEO admitted that he did not anticipate being a leading bidder. The aim, however, was to show that other bidders were less interested in the platform's underlying algorithm.