WARNING: This is a Geeky Post!

No matter what your skill level, business acumen, or technical skill set, Artificial Intelligence is changing the way we do business. You don't have to actually download or pay for a system like ChatGPT, Claude, or Perplexity to experience it. It is now built into almost every piece of free or paid-for software you are using today.

There are two camps when it comes to AI use in the current marketing climate. First, there are people using it to create various forms of content, including audio, video, art, and written content. The second group is using it for research and task automation.

As I write this blog, I have multiple AI systems running. I have Grammarly helping me to type and correct my spelling and grammar, and I use a paid version of Perplexity for research and rewriting parts of my babbling to make it more palatable. I may use Adobe Firefly to create an image for me (like the one above) when I can't find a stock photo that matches my expectations. And there are many more AI systems like SIRI on my Mac and iPhone that are ready to answer my questions.

But this week, I was able to download a new piece of software that completely changed the game for me, or at least changed my perspective on how AI can help mold and shape my business into the future.

While a lot of my geek friends were refreshing their browsers to download the latest ChatGPT 5 system, I was downloading and using Comet.

What's Comet?

While many browsers have AI built into them (Google with Gemini, Microsoft Edge with CoPilot, etc), Comet is the first browser that integrates browsing with a content-aware AI Assistant. By content-aware, I mean Perplexity.

Comet looks and feels like most any browser, but it has the added feature of a browser-aware assistant. This assistant watches what you are doing and will prompt you with questions to ask, or let you type your own, both on the same browser.

When you open a tab, the assistant can read what's there and answer questions on it. It can also scour entire websites for content and context. Each open tab will maintain its own assistant thread.

Every AI engine (or assistant) has its strengths and weaknesses. It mostly only knows what it crawls and repurposes knowledge from. Often, the output it provides is incorrect, outdated, or obsolete. That means asking it to write for you is a crapshoot.

Perplexity, however, checks timestamps for the latest content and does its best to provide and source the most current information. I find asking questions and reviewing answers more powerful than asking an AI Assistant to just write copy for me.

What's Perplexity

Perplexity is an AI tool that I subscribe to ($20 per month via the Apple Store). It acts like a search engine, but crawls multiple sources to provide answers to questions.

It pulls from its own learning and web searches. It also provides sources as part of its output.

It uses four main source types when answering:

• Built-in knowledge: General facts and skills learned during training up to a historical cutoff.
• Live web retrieval: Targeted searches for current or fast-changing info, prioritizing authoritative sources (official sites, primary documents, standards bodies, peer-reviewed or major news). It cites what it uses inline.
• Page/content you provide: If you share a URL or have a page open, it can fetch and read it to extract, summarize, or verify details.
• Your connected tools (on request): It can search your Gmail, check Google Calendar, or interact with websites through your logged-in browser session to gather specific information or perform tasks.

This is how it differs from the most popular tools like Claude and Chat GPT:

• Perplexity: Built as an answer engine. Defaults to live web search, shows citations inline, and structures responses like a researcher—short, source-backed, and navigable. Great for “what’s current?” and rapid fact-finding with links you can audit.
• Claude (Anthropic): Emphasizes safety, helpfulness, and long-context reasoning. Claude 3.5 models excel at reading very long documents, careful analysis, and nuanced writing with a calm tone.
• ChatGPT (OpenAI): Versatile generalist. Strong creative writing, coding, and tool ecosystem. Feels like a Swiss Army knife with broad integrations and many third‑party workflows.

Real Life Use Case

To test it out, I called up my own website in the browser. Then I asked it to summarize the whole website:

“B2b Interactive Marketing helps B2B companies win more qualified deals by building relationships—not just clicks. We design conversion-focused websites, create solution-led content, and distribute it to the right decision-makers through search, social, and email. With decades of B2B experience, we turn first‑party data and consistent thought leadership into a pipeline you can measure. If you’re ready to attract the right buyers and grow sustainably, B2b Interactive Marketing is a company you can trust.”

Then I asked it to create a perfect Avatar persona: