AI Search Surges with Perplexity’s Comet Browser, Challenging Traditional Search Engines
In a significant shift for online search, AI-powered chatbots like Perplexity and ChatGPT are gaining traction, eroding the dominance of traditional search engines such as Google and Bing.
A recent article highlights Perplexity’s launch of Comet, an AI-driven web browser that replaces conventional search engines with its own AI search capabilities.
This development marks a bold move to redefine how users access information online, offering a streamlined, answer-focused experience.
According to Datos, a Semrush-owned market intelligence firm, AI-powered large language models captured 5.6% of U.S. desktop search traffic in June 2025, a sharp rise from 2.48% in June 2024 and 1.3% in January 2024.
While traditional search engines still command 94.4% of traffic, their grip is loosening as AI search grows rapidly, particularly among early adopters.
Datos reports that 40% of desktop browser visits from these users went to AI models, up from 24% in June 2024, while traditional search traffic dropped from 76% to 61% over the same period.
Globally, time spent on traditional search apps and websites fell 3% from April 2024 to April 2025, with early adopters showing a 6% decline, per Sensor Tower.
The rise of AI search, coupled with AI overviews in traditional engines, poses challenges for businesses reliant on organic search traffic. Publishers like Business Insider and The Washington Post have seen significant traffic drops, as AI responses often satisfy user queries without requiring clicks.
Neil Vogel, CEO of Dotdash Meredith, notes that AI models deliver a single answer, reducing opportunities for brands to appear in results.
This has sparked a race among marketers to optimize for AI search, with new AI-optimization startups emerging to help brands adapt.
Despite the shift, traditional search remains dominant, and experts urge caution. Eli Goodman of Datos emphasizes that AI searches primarily serve informational needs, unlike traditional searches designed to lead users to external sites.
The potential integration of advertising in AI search, as Perplexity explores sponsored searches, could further reshape digital marketing strategies, demanding new investments from brands to stay competitive.
FAQ
What is Perplexity’s Comet browser?
Comet is an AI-powered web browser launched by Perplexity in 2025, using its AI search engine by default instead of traditional engines like Google or Bing, offering users direct, AI-generated answers.
How is AI search impacting traditional search engines?
AI search tools like ChatGPT and Perplexity are capturing a growing share of search traffic (5.6% in June 2025), reducing reliance on traditional engines and decreasing traffic to websites, especially for publishers.
