Perplexity just launched Comet, an AI-powered browser that costs $200 per month and represents the most interesting "thought experiment" I've seen in years.
CEO Aravind Srinivas has been remarkably transparent about the strategy. On a podcast earlier this year, he said the browser exists to collect data on "everything users do outside of its own app" including "what are the things you're buying; which hotels are you going to; which restaurants are you going to."
You're paying $200 a month to become the product. But here's why this matters more as a glimpse into the future than an immediate concern.
Also, the $200 a month price point is genius, but more on that in a moment.
The scale problem (for now)
Let me just say up front: Perplexity will not disrupt anyone's media budget this year. With ~22 million active users against Chrome's 3.45 billion, it is a rounding error in most media plans.
Media buyers describe the platform as "still in wait-and-see territory" with "limited scale and focus on awareness." Six months into advertising operations, agencies want more volume and performance options beyond the current sponsored questions format.
From a media futurist's perspective, that's exactly what makes this interesting as a thought experiment. We're watching the construction of an entirely different advertising paradigm while it's still small enough to understand.
Apple changes everything (maybe)
Here's where it gets interesting: Apple executives have been discussing acquiring Perplexity for what would be the company's largest acquisition ever. At Perplexity's $14 billion valuation, it would dwarf Apple's $3 billion Beats purchase.
And the timing? Chef's kiss.
