Understanding Privacy: Perplexity’s Data Practices and Browser Capabilities for Targeted Advertising

Perplexity AI, a service launched in 2022 as an AI-powered search engine, is set to launch its own web browser, Comet, next month. This expansion raises critical questions regarding user privacy.

Perplexity AI uses a combination of web crawling and natural language processing to answer user queries, offering a freemium model that allows access to a basic AI model for free, as well as more advanced options for a fee. The company has experienced rapid growth, achieving a valuation of $9 billion while expressing ambitious plans, including a proposed merger with TikTok earlier this year.

Developing a web browser presents numerous challenges, which is why many organizations opt to build their applications on the widely used Chromium engine. This reality may explain why Perplexity AI has already scaled back its plans for the Comet browser. Nonetheless, CEO Aravind Srinivas believes it is essential to create a product in a market that has largely been without cost to users.

One motivation for this endeavor is the pursuit of additional user data. As Srinivas stated in a recent podcast, simply analyzing user queries within the AI app is insufficient. He elaborated that understanding user behavior outside the app is necessary to gain insights into their interests and activities.

The aim is to capture data on user purchases, travel habits, and online browsing, all of which contribute to a comprehensive user profile. This profile may enable Perplexity AI to deliver precisely targeted advertising through its Discover feed, which aggregates content based on users’ online activities.

The implications of this development reflect a broader concern within the technology sector: privacy often takes a backseat to innovation. Historical examples, such as controversies surrounding Apple’s handling of Siri recordings and the backlash against Meta’s Ray-Ban smart glasses, underscore the fragility of user privacy in the face of emerging technologies.

While tech companies may downplay their data collection practices, Srinivas’s candidness provides users with essential knowledge to make informed decisions regarding their privacy. However, reactions to the planned browser reveal a degree of discomfort, with some potential users expressing reluctance to engage with the service.

Notably absent from discussions surrounding the new browser was any mention of privacy, highlighting the industry’s tendency to prioritize financial motivations and technological advancements over user protection.

In an era characterized by rapid technological progress, it is crucial for consumers to remain vigilant and aware of the implications of integrating advanced technologies into their daily lives.