AI Browsers and Agents: Trust, Innovation and Risk

Artificial intelligence is no longer operating quietly in the background. It influences how people browse the web, how decisions are made and how brands are discovered. Mainstream apps and shopping features are already built into ChatGPT, and now AI-powered browsers and AI agents are two of the fastest-moving developments, raising important questions for business owners and marketing leaders.

These tools offer efficiency and new ways to interact with information, and they also introduce real risks. For businesses, the issue is not whether AI browsers and agents matter, but how to approach them thoughtfully without compromising data, systems or brand trust.

What Are AI Browsers?

AI browsers integrate artificial intelligence directly into the web browsing experience. Instead of simply displaying websites, these browsers can interpret content, summarize pages, answer questions and even take actions across multiple sites. In many cases, the browser behaves more like an assistant than a passive tool.

Well-known examples include OpenAI’s ChatGPT Atlas, which introduces an agentic, built-in browsing experience, Perplexity’s Comet browser and Gemini’s integration into the Google Chrome browser, both of which blend search, answers and task-based browsing into a single interface. Together, these tools signal a shift in how users may interact with the web.

How AI Browsers Are Being Used Today

AI browsers are advancing quickly, and early adoption shows how they could transform online behavior. Users are already relying on these tools to research topics, summarize complex pages and compare options without visiting multiple websites. In agentic mode, AI browsers like Atlas or Comet can do countless delegated tasks on behalf of the user, from ordering groceries and planning a trip to writing a study syllabus and drafting emails.

For marketers, these changes are worth paying attention to. If an AI browser summarizes or interprets your website for a user, the clarity, accuracy and structure of your content play a direct role in how your brand is represented. Learn more in our article on how AI is changing traditional online search strategies.

Security Concerns Businesses Cannot Ignore

Despite the momentum behind AI browsers, security experts are urging caution. Recent reports warn that these tools may expose sensitive data, credentials or internal systems through hidden bad-actor commands that affect the way the AI browser behaves. 

Brave writes that “AI-powered browsers that can take actions on your behalf are powerful yet extremely risky. If you’re signed into sensitive accounts like your bank or your email provider in your browser, simply summarizing a Reddit post could result in an attacker being able to steal money or your private data.” In some cases, experts have recommended blocking AI browsers altogether until stronger safeguards are in place.

For businesses, this creates a careful balancing act. Exploring new technology without fully understanding the risks can jeopardize customer trust and internal operations. At the same time, ignoring these tools entirely may leave organizations unprepared for future changes.

What Are AI Agents?

AI agents take automation a step further. Rather than responding to a single request, an AI agent is proactive and designed to plan, execute and adjust tasks on behalf of a user with minimal oversight. These agents can operate across systems, learn from outcomes and make independent decisions within defined boundaries.

Major technology companies are investing heavily in this space, including Google’s Workspace Studio, which integrates Gemini AI agents to streamline business workflows. Financial services companies like Visa are also exploring AI agents for payments and transaction management. AI agents can be deployed across a variety of sectors, including customer agents that provide personalized service, employee agents that act as “digital interns” by managing ongoing tasks and boosting productivity, data agents that analyze complex data sets, code agents that assist in software development and security agents that support security protocols.

What This Means for Brands and Marketing

As AI browsers and agents become more common, brands should expect changes in how they are discovered and experienced. Users may rely on AI summaries instead of full website visits. Brand impressions may come from interpreted content rather than direct-source messaging. One day, the average visitor to a website might not even be human, but an AI agent. This could vastly change how the web is structured and how it operates.

This places greater importance on brand consistency, clear positioning and trustworthy information. It also reinforces the need for content that is structured in a way both people and AI systems can understand.

How Businesses Should Approach AI Browsers and Agents

A smart approach starts with awareness rather than urgency. Businesses should stay informed about how these tools work, test cautiously and evaluate security implications before widespread adoption. It is also important to consider how AI interpretation could affect messaging, tone and brand perception.

Most importantly, AI should support strategy, not replace it. Strong brands and clear marketing direction remain essential, regardless of how technology evolves.

How Callis Is Helping Businesses Prepare

At Callis, we pay close attention to how emerging technology affects real businesses, brands and marketing performance. That includes tracking developments in AI browsers and AI agents, understanding their potential impact and identifying where caution is needed.

Our integrated marketing approach helps clients build brand foundations that translate clearly across new platforms, create content that is understandable to people and AI systems and make informed decisions without chasing every new trend. As these tools evolve, having a partner who understands strategy and execution becomes increasingly valuable.

AI browsers and AI agents are moving toward the mainstream, but they are still developing. Over the next few years, they will continue to influence web development, user experience and SEO in meaningful ways.

Businesses that stay informed and keep their brand at the center of decision-making will be better positioned to adapt as these changes unfold.

Sources:

https://brave.com/blog/unseeable-prompt-injections

https://cloud.google.com/discover/what-are-ai-agents#use-cases-for-ai-agents