Perplexity Browser to Track Users for Hyper-Targeted Ads

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Top story: Perplexity CEO Aravind Srinivas has revealed that the company’s upcoming browser, Comet, will track users’ entire online activity to build detailed user profiles and deliver “hyper personalized” advertisements.

Today’s Insights:>.

• ✨ Perplexity Browser to Track Users for Hyper-Targeted Ads

• ⚙️ How to Build & Run an Agent with Portia?

• 🚀 Anthropic CEO Sets 2027 Goal to Open the Black Box of AI Models

• 🛠️ New Top AI Tools

• 🔮 More in the AI’s World

🕒 Estimated Reading Time: Under 4 minutes

LATEST IN AI

PERPLEXITY
✨ Perplexity Browser to Track Users for Hyper-Targeted Ads

Overview: Perplexity CEO Aravind Srinivas has revealed that the company’s upcoming browser, Comet, will track users’ entire online activity to build detailed user profiles and deliver “hyper personalized” advertisements. This strategy marks a bold—and controversial—move as Perplexity aims to compete with Google and other tech giants in the search and advertising market.

Key points:

• Comprehensive Tracking: The Comet browser will monitor users’ browsing, shopping, travel, and other online behaviors, going far beyond the data currently collected in the Perplexity app.

• Advertising Ambitions: Srinivas believes that users will accept this level of tracking in exchange for more relevant ads and a better browsing experience. The goal is to use this data to power a discovery feed with premium, highly targeted ads.

• Comparison to Google: Perplexity’s approach closely mirrors Google’s strategy with Chrome and Android, which collect vast amounts of user data to dominate the digital advertising sector.

• Transparency and Pushback: While Srinivas has been unusually candid about these plans, industry observers warn that users—especially in privacy-conscious regions like Europe—may resist such extensive tracking. Critics argue that Perplexity risks undermining user trust, a key differentiator for newer entrants in the search market.

• Launch Timeline and Partnerships: The Comet browser is set to launch in May, with Perplexity also pursuing partnerships to pre-install its app on Motorola and potentially Samsung devices, signaling ambitions for deep integration across platforms.

Why it matters: Perplexity’s tracking-heavy browser strategy spotlights the ongoing tension between personalization and privacy in the tech industry. As companies seek new ways to monetize AI and search, user trust and regulatory scrutiny will be crucial factors in determining which platforms succeed in the next era of digital advertising.

TUTORIAL
⚙️ How to Build & Run an Agent with Portia?

Overview: Portia is a developer-first platform that helps you build AI agents that are predictable, controllable, and authenticated. At its core, Portia allows large language models (LLMs) to generate explicit multi-step plans, execute them using your own or built-in tools, handle secure user authentication, and pause for structured human feedback.

Step-by-step:

• Install Portia SDK from portialabs.ai.

• Generate a plan to “Search GitHub repo and star it.”

• Authenticate GitHub using built-in auth or clarification.

• Execute the plan using the Portia agent.

• View the plan state and output in the debug console.

Pro tip: Reuse structured plans as templates across different users or flows for faster, consistent deployments. Keep them versioned in your source control for traceability.

ANTHROPI
🚀 Anthropic CEO Sets 2027 Goal to Open the Black Box of AI Models

Overview: Anthropic CEO Dario Amodei has announced an ambitious initiative to make AI models significantly more transparent and interpretable by 2027. This effort is part of Anthropic’s broader push to address growing concerns around the safety, ethics, and societal impact of increasingly complex AI systems.

Key points:

• Transparency and Interpretability: Amodei’s vision is to “open the black box” of advanced AI, making it possible to reliably detect most model problems and understand how these systems make decisions. He stresses that as AI models become more powerful, interpretability must keep pace with technical progress to ensure responsible deployment.

• Industry Call to Action: Amodei is urging not just Anthropic, but the entire AI industry—including major players like OpenAI and Google DeepMind—to invest more in interpretability research and to collaborate on best practices for AI safety.

• Model Welfare Program: Anthropic has launched a research program to explore “model welfare,” investigating whether AI systems could one day warrant ethical consideration if they show signs of consciousness or distress, though the company acknowledges there is currently no strong evidence for this.

• Regulatory and Security Implications: Amodei advocates for light-touch government regulations and export controls to encourage safety research while managing the global AI race. Greater transparency could also influence future regulatory standards and economic impacts across sectors like finance and blockchain.

• Expert Debate: The AI community remains divided on whether current or future models could possess consciousness or values, with many experts cautioning against anthropomorphizing AI systems.

Why it matters: As AI becomes more embedded in critical infrastructure and daily life, understanding how these systems work is essential for trust, safety, and innovation. Anthropic’s 2027 transparency goal could set new industry standards, shape regulatory policy, and help society navigate the risks and opportunities of advanced AI.

AI INSIGHTS

AI TOOLS
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📚 More in the AI’s World

Nvidia’s new Blackwell AI chips are now shipping to major cloud providers, offering significant improvements in speed and efficiency for AI model training and deployment.

Amazon has expanded its Rufus AI shopping assistant to all US customers, enabling users to get personalized product recommendations, compare features, and ask questions directly within the Amazon app.

Google DeepMind introduced AlphaFold 3, an upgraded AI system that can predict not only protein structures but also how proteins, DNA, and other molecules interact, greatly advancing drug discovery and biotechnology research.

Salesforce rolled out Einstein Copilot for Slack, an AI-powered assistant that summarizes conversations, drafts responses, and automates routine tasks to enhance team productivity.

Stability AI released a new version of its Stable Diffusion image generation model, offering improved realism, faster rendering, and better handling of complex prompts for creative professionals.

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