The introduction of Artificial Intelligence tools into working life is rapidly shifting from the proliferation of chatbots like ChatGPT and Gemini to integration into the most commonly used applications, from email to spreadsheets, from CRMs to business software.
In this rapidly transforming scenario, browsers could not be left behind. For those working in export and business internationalization, this means market research, consultation of foreign regulations, identification of distributors, competitive monitoring—in short, copious amounts of data to collect and process.
Until now, an export manager would jump between Google, LinkedIn, institutional websites, and documents. Now they can benefit from the fact that browsers are becoming active agents. An AI browser or "agentic browser" is in fact a browser that not only displays web pages but provides the user with a co-pilot that understands context and offers answers. An example is Microsoft Edge which, even in its free version, combines online navigation with the Copilot chatbot that can act as an omnipresent assistant, useful for supporting reading and processing of information.
While even the most widespread browser, Chrome, is integrating new functionalities, and it is reasonable to expect that OpenAI, with its Atlas, also intends to extend its activity to online navigation software, certainly the most advanced of current agentic browsers today is Comet.
What is Comet and What Features Does It Offer
Comet is the agentic browser developed by Perplexity AI, one of the popular chatbots, and in its Pro version, it includes an assistant that can answer questions about the web page it is displaying, facilitating the creation of translations, production of summaries, and collection of tables.
To activate it, you need to download the app version or web app and connect it with your Perplexity account.
The Pro version of Perplexity already contains autonomous or "agentic" functions, such as activating prompts with routine frequency—the so-called Tasks—but certainly Comet as a standalone product can offer interesting insights for internationalization professionals.
By formulating a prompt directly in the navigation bar, Comet can perform complex activities that go well beyond displaying a website, but can include extracting data and performing multiple instructions together such as searching within an online database or extracting data from sites subject to login.
Comet in fact maintains the context of searches and, thanks to reference to open tabs and ongoing activities, can allow particularly interesting activities to be carried out.
Let's make an example: if you open a tab with navigation to a trade fair website and, in an additional tab, you invite Comet to navigate by collecting contacts of a certain type of exhibitor, we will witness a set of activities that will lead the browser to autonomously accept cookies, reach the most suitable page, conduct a search with the necessary filters, identify relevant information and reproduce it in the desired format.
Let's make another one: if the communications manager wants to analyze the posts published on LinkedIn by a reseller, they can use Comet to log into the social network, open the partner's page, and ask Comet to copy the content and obviously perform subsequent analysis of it.
Using Comet for an Export Manager
An agentic browser can represent a powerful ally for a professional operating in international markets. With Comet it is possible to open institutional websites, distributor directories, and ask the assistant to answer questions that require processing information present on multiple pages and then subsequently produce a document.
Competitive monitoring can also be made more efficient: by navigating local competitor websites, you can synthesize their distinctive factors, highlight their price range, create a summary table of differences with your own offer.
With Comet, a marketing manager can open a local e-commerce page, translate product sheets, understand tone and language, extract a glossary, and bring out expressions useful for avoiding translating materials in a banal way.
The Limits of Agentic Browsers
As always, not all that glitters is gold. Like all Artificial Intelligence tools, Comet and other agentic browsers are not infallible: summaries and automations should be seen as a first filter, especially if they concern aspects of customs compliance or regulations. Furthermore, it is always advisable not to let them navigate in sensitive contexts that show financial data or confidential information relating to clients. Nor is it advisable to activate them on CRMs or other online environments that contain discounts, confidential price lists, and commercial policies.
More generally, it is appropriate to verify their use with your IT department and equip yourself with internal guidelines.
Technology must in fact be adopted responsibly. The new horizons unfolded by agents must therefore be inserted into a business strategy and integrated with forms of control and governance only after appropriate training.