AI browsers are here — but what do users actually want?
The browser landscape is quickly tilting toward AI-enhanced experiences. OpenAI’s Atlas, Perplexity’s Comet, Google’s Chrome With Gemini, and Microsoft’s Copilot Mode are not just fancier search tools; they’re hinting at a future where an intelligent assistant travels with you as you browse. In an interview, Firefox general manager Anthony Enzor-DeMeo weighs in on whether this AI-first direction is a temporary trend or the next big shift for the web.
Two paths: guidance versus autopilot
Enzor-DeMeo notes a core dilemma: users can either receive direct answers from an AI or systematically sort through search results themselves. He acknowledges that many users still value seeing sources and references, a habit that helps maintain trust in the information ecosystem. “What Atlas is starting to do is give you the answer,” he explains, but adds that people may differ on whether they want an agent to curate content for them or simply provide navigation aids.
Firefox’s stance on AI integration
Mozilla’s approach is deliberately non-dominant. The Firefox team is “slowly launching AI features” while preserving user choice. Instead of forcing users into a single AI ecosystem, Firefox offers a side panel that can host multiple AI providers, including Copilot, Gemini, Perplexity, and more. Enzor-DeMeo stresses that the browser should not compel users into any one AI solution—an important difference in a market where many players want to lock users into their own tools.
Privacy and the personalization paradox
One of the most critical questions is privacy. As AI grows more capable of personalizing experiences, the browser context — including history and behavior — raises concerns about how data is used. Mozilla’s answer is simple and durable: users can opt out. You can browse privately, skip logging in, and avoid data storage if you wish. This stance contrasts with some AI ventures that monetize personalization via data trails. Enzor-DeMeo says that attitudes toward personalization vary by generation, with younger users often expecting more value exchange but still appreciating privacy for certain activities.
The economics of AI in browsers
Enzor-DeMeo cautions that paid AI is still a small share of global usage. The “free internet” model, largely sustained by ads, faces new pressures as AI features emerge. He envisions a period of trial and error over the next few years to determine sustainable revenue models and what kinds of AI integrations users will pay for—while still keeping access to information open in many regions and languages. The key, he says, is not to stifle competition or create a closed internet, but to observe how users respond to different offerings across countries and demographics.
Partnerships and the evolution of search
Firefox’s existing relationship with Google for default search sits alongside partnerships with other engines. The company recently integrated Perplexity with a model similar to a search partnership, expanding user choice without abandoning established revenue streams. The broader question is how AI and search will converge: will paid models replace traditional free access, or will a hybrid approach emerge that values both privacy and usefulness?
Looking ahead: what’s the Firefox outlook?
With about 200 million active users, Firefox remains committed to an open internet and to offering choices. Enzor-DeMeo believes AI represents “a good moment in time” for Firefox, but he emphasizes a cautious, user-first strategy: don’t force AI adoption, keep privacy guarantees, and let users decide which AI tools, if any, should accompany their web experience. The next few years will reveal whether AI-first browsers become mainstream or stay a niche but influential strand in the evolving web.
