Why the media should pay attention to AI browsers

Delegating online tasks to browser-based agents opens new paths for reporting, workflow, and content discovery.

I've been using Perplexity Comet as my main web browser for the past couple of weeks, testing it to figure out what it's good at and what it isn't. But honestly, on a different level, I think it's actually testing me. Not that somebody at Perplexity is literally spying on my usage (I mean… probably not), but that effectively using the internet with an agent requires a new approach, one that doubles down on prompt engineering and resets some expectations.

Today's column is all about what agents might mean for work and the media, but as I've been exploring Comet—and now ChatGPT Agent—I've been simultaneously developing how to incorporate this kind of general agent use into my fall AI course for journalists. Remember a few weeks back when I mentioned the "prototype" class? Well, this is the real deal: six weeks of AI training focused on journalistic use cases, with loads of workshopping, coaching and a capstone project to make sure you build the skills needed to transform how you work. More details (and a 25% discount code!) below, and you can sign up here.

Finally, I was thrilled to be invited to The Revenue Room podcast to talk with host Heather Holst-Knudsen. Certainly, we went deep on how AI is reshaping the media, but we also went beyond—examining why some publications are trying their hand at so-called emerging media platforms like Substack and TikTok, and why big media brands might matter more than ever in the age of AI. Worth a listen, I think:

OK, now a bit more on that fall journalism course, and then let's talk about our agentic future.

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A MESSAGE FROM THE MEDIA COPILOT

Journos, let’s be real: dabbling in ChatGPT isn’t a strategy. It’s 2025. If you’re not integrating AI into your research, writing, and workflow, you’re already behind.

This isn’t about chasing the tech trend. It’s about keeping your edge in a media landscape that’s changing fast: jobs are getting redefined or eliminated, tools are evolving fast, and often you're not sure where your human attention is best placed.

That’s why we built AI Upgrade for Journalists—a six-week live course designed to make AI your actual assistant, not just a toy. You’ll learn to move faster, write smarter, and report with more precision than ever.

📅 Starts September

🧠 Weekly live sessions + 1:1 coaching

📈 Real workflows, not theory: smarter research, faster writing, sharper pitches

🎯 What you’ll master:

• Real-time story sourcing and beat monitoring

• AI-powered outlining, editing, and data analysis

• How to keep your voice (and your ethics) intact

💥 Special offer: Get 25% off if you enroll by July 31 with code AIJO25OFF-SEP

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Using an AI browser means you don’t have to be quite as hands-on. (Credit: Midjourney)

How AI browsers like Perplexity Comet could reshape the internet—and the media

Comet, the AI-enhanced browser from Perplexity, is so much like Chrome out of the gate that, when you first install it, you'll wonder why you bothered. But then you try the Comet Assistant for the first time, and you get it. The Assistant can independently carry out online tasks—such as browsing arcane websites for specific information, filling shopping carts, or sorting my email—and it’s quickly convincing me it's the future.

I previously wrote a detailed review of Comet, but now I'd like to zoom out and examine the broader impact—not just of Comet itself, but of the emerging category of AI-powered web browsers. ChatGPT Agent offers similar functionality, and given Google’s full-throttle AI push, Chrome can’t be far behind.

Introducing a browsing assistant is more than just a convenience. It has the potential to fundamentally redefine our relationship with the web. AI browsers like Comet signal the beginning of a major transformation, where the web evolves from a place we actively navigate into something we increasingly delegate tasks to, letting AI act on our behalf. That raises new questions about privacy and ethics, but it also creates more opportunities, especially for the media.

A new browser arrives

If you're old enough to remember the web before cookies (which helped sites keep you logged in) or before omniboxes (which integrated search into the experience), you know how transformational those features were. After trying Comet, I’d argue an AI copilot goes even further. This is the first time you’re browsing with a partner. Comet Assistant feels like a personal intern for your online life, ready to handle tedious tasks so you don’t have to.