Agentic AI Web Browsers Have Arrived
Huge news is hitting the tech world: AI-powered browsers may pose one of the biggest threats to Google’s search dominance. Companies like Perplexity have already introduced their innovative browser, Comet, and recent rumors hint at an imminent release of another browser under OpenAI’s banner. This wave of AI-driven browsers aims to simplify access to information and provide platforms with valuable usage data—a much-needed edge in a market that seems ripe for disruption, especially with Google Chrome facing potential divestment issues.
The Rise of Agentic AI
At the heart of this technological shake-up is the concept of agentic AI. This refers to AI agents that can actively search for information on behalf of the user, interacting with websites, conducting research, and performing tasks seamlessly. Unlike traditional search engines that primarily rely on keyword matching, agentic AI goes a step further by engaging with online content dynamically to fulfill user requests.
Imagine planning a holiday. Historically, that meant hours of browsing various travel sites, comparing options, and reading reviews. With the advent of agentic search, you simply communicate your desires to the AI, and it takes care of the rest—scouring the web for the best flights, hotels, and even restaurant recommendations. Sounds exciting, doesn’t it? Yet, it also raises questions about convenience versus control.
Implications for Digital PR
Agentic AI’s rise clearly signals a shift in how audiences will find and engage with information. For those in digital PR, ignorance isn’t bliss; adaptation is now essential. While it’s tempting to speculate on optimizing for this new type of search, it’s crucial to ground ourselves in proven marketing fundamentals.
Engaging with your audience, clearly demonstrating your value, and building a reputable brand will remain paramount. Strong brand identity ensures that even as technology evolves, consumers will still find you through AI-driven searches. The logic is simple: if your audience understands your brand and sees your value, AI will too.
Google’s Adaptive Strategies
In response to the changing landscape, Google has begun testing a ‘Preferred Sources’ feature for its Top Stories section. This new option allows users to curate the media titles they want to see, illustrating a growing emphasis on personalization in news consumption. Given the vast number of people turning to Google for news—14% of people in the UK by 2024—this feature is a significant shift towards tailoring the user experience.
The Echo Chamber Effect
While customization promises a better user experience, it opens the door to potential echo chambers. The rise of personalized feeds highlights the growing need for marketers and PR professionals to deeply understand their audiences. As social media algorithms and AI search results morph into echo chambers, the challenge lies in reaching individuals where they truly engage.
Simply gaining ‘national coverage’ becomes moot if your target audience isn’t engaging with that media outlet. Instead, it’s about identifying and working with the specific channels and influencers that wield real impact over your audience.
Key SEO and Digital PR Updates in July
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Rolling Out Changes: Google recently completed its June 2025 Core Update, a significant development affecting numerous websites. Some sites faced declines due to the update, while others regained visibility lost in previous updates. The landscape continues to shift, highlighting the need for ongoing SEO vigilance.
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Instagram Visibility: Instagram posts have become visible in search results, a move announced on July 10. If businesses haven’t integrated their social media and search strategies, now is the time to bridge that gap.
- AI Visibility Tools Exploring New Territory: The competition among visibility tools is heating up. New startups are emerging, but established players won’t back down easily. Whether newcomers will carve out a niche in an already crowded market remains to be seen, but exploring existing AI tools can provide a strategic edge.
Written by
Ben Eaglestone, SEO and insights specialist at Energy PR.
As the digital landscape continues to evolve with agentic AI browsers and tailored news consumption features, the adaptability of marketers and PR professionals becomes ever more critical. Understanding your audience and leveraging the right channels will dictate success in this exciting yet unpredictable future.