We're back with another AI-driven topic this week, agentic browsers. Specifically, after two weeks of using it, we give our thoughts on OpenAI's new Atlas browser.

Agentic browsers (browsers with integrated AI agents that can autonomously perform tasks by navigating and interacting with websites on a user's behalf) are here, and Roop says they have the potential to change the way we interact with the internet forever.

Instead of just showing web pages, these new browsers, like OpenAI’s Atlas (currently available to OSX users only), Perplexity’s Comet, are built to understand, plan, and act. They can read and interpret content, complete tasks, and even make purchases (!) on behalf of users. For marketers, this means the online audience is no longer made up of just people. AI agents will increasingly be the ones discovering, summarizing, and deciding what gets attention.

And as Sam and Roop have been discussing for a couple of months now, these AI shifts makes content quality and its structure more important than ever for brands.

So listen in as the gang gives their hands-on thoughts of Atlas, and join us next week when we talk AI again, this time OpenAI and PayPal's recent partnership and what it could mean for e-commerce in the near future.

— Sam, Roop and Claudia

Tell us what you think!