Browser wars, a hallmark of the late 1990s tech world, are back with a vengeance—thanks to AI

The resurgence of browser wars, now fueled by AI, has significant implications for website owners. As AI-native browsers like Google's Gemini, Perplexity, and Opera's Comet and Neon emerge, website owners must consider how these browsers will affect their online presence. With AI-driven browsers, discoverability and tracking of AI bots become increasingly important. To stay ahead, website owners should prioritize optimizing their sites for AI-powered search and ensure their llms.txt files are up-to-date to manage AI bot interactions. Additionally, monitoring browser-specific AI features and adjusting website content accordingly can help maintain a competitive edge. By taking proactive steps, website owners can harness the potential of AI-driven browsers and improve their online visibility in this new era of browser competition.