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Artificial intelligence (AI) has already changed how we work, communicate, and interact with the world. From search engines to digital assistants, it’s redefining the boundaries of what’s possible — and we’ve only scratched the surface.
AI-based web browsers are the next development, and they plan to redefine how we interact with the internet in every way. Those changes will require businesses, including online casinos and sports betting websites, to adapt.
Last week, Perplexity AI, whose primary investors include NVIDIA and Jeff Bezos, announced the launch of its AI-based browser, Comet. Later that day, Reuters reported that OpenAI, the parent company of ChatGPT, plans to launch a browser within weeks.
New browsers, new opportunities
AI browsers will reshape the way online casinos and sportsbooks operate. Operators must rethink how they optimize data, enhance user engagement, adjust marketing strategies, and ensure regulatory compliance in an ecosystem built for AI.
For example, Comet offers a range of innovative features. It interacts with users and learns how they think, allowing them to ask questions, highlight text for instant explanations, and complete tasks with tools designed to streamline everyday browsing. It can:
- Integrate search capabilities
- Collapse workflows and entire browsing sessions into fluid conversations
- Interact with users by letting them ask questions
- Understand the context between several applications, websites, and interfaces
In the short term, operators will need to redesign their UI to ensure compatibility and optimize for AI browsers. These browsers will blend more elements of a user’s online behavior, potentially impacting the effectiveness of branding, bonuses, promotions, and even game lobbies.
That said, the situation presents significant opportunities. AI technology will ultimately allow operators to upgrade their interface and deliver a more personalized experience based on how users interact with their products. It could even help handle core regulatory tasks like geolocation, KYC, and responsible gambling measures.
An attempt to shake up the internet
With 500 million weekly ChatGPT users around the world, OpenAI has accumulated a vast pool of data to fuel its browser development. Online casino operators can tap into that same knowledge simply by using the browser, working alongside it, and letting it surface the most relevant insights.
Currently, Google Chrome dominates the internet, serving over 3 billion users worldwide — more than four times the reach of Apple’s Safari, the second most popular browser.
Chrome’s data dominance is a core driver of Google’s ad business, which generates around 75% of the company’s revenue. The browser also directs default search traffic to Google, where users are served highly targeted ads.
OpenAI’s browser could follow a similar model, with hundreds of millions of users ready to give it a try. Many could migrate from Chrome, generating new revenue for OpenAI and cutting into Google’s bottom line.
Online casino players will win with AI browsers
AI browsers are designed to make everyday internet use more efficient, and online casino players will feel that impact in how their gameplay evolves.
User interfaces will become more player-focused, eliminating distracting graphics, ads, and pop-ups. Instead of marketing to the masses, online casinos will be pushed to deliver streamlined, user-friendly experiences.
Additionally, AI browsers will act as a personal assistant, recommending favorite games, displaying odds, and helping players set betting limits.
And this is only the beginning. The landscape will keep evolving, and the player experience will only improve with time. The race to build the smartest browser has just begun.
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