AI-powered browsers are swapping list-based search results for natural language interaction. Platforms like ChatGPT Atlas and Perplexity Comet allow users to ask questions, receive direct answers and act on them — without scanning multiple links. For marketers this shift demands new tactics for visibility, content structure and measurement. This article explains what Indian B2C and B2B marketers need to know, how these tools differ from traditional search engines, and which specific steps deliver advantage now.
What makes AI browsers different
Traditional search engines such as Google have shaped online marketing for two decades by prioritising page rank, keywords and click-throughs. AI browsers flip the model. They place emphasis on answers rather than results. For instance, ChatGPT Atlas offers a sidebar within the browser that lets users highlight text or ask follow-up questions directly on a web page. Perplexity Comet offers a minimalist interface designed to generate rapid follow-up queries and deeper exploration from a single prompt. Early data from Perplexity indicated a significant increase in user engagement — up to six-fold in question volume per session for new users of Comet. That behaviour shift means marketers must adjust: being visible in traditional search may be insufficient if users move straight from prompt to answer rather than links.
Analysts introduced the term Generative Engine Optimisation (GEO) to describe how content must now be optimised not only for ranking but for being selected and cited by AI assistants. While SEO continues, GEO concerns itself with structured content, factual clarity and extractable formats. This dual-track environment means marketers must ensure both click-based and answer-based visibility.
Why Indian marketers should act now
India is already one of the largest global markets for conversational AI. Data shows that Indian users generate a substantial share of ChatGPT queries globally and quickly adopt new platforms. A survey of Indian brands found that 73 percent were developing AI guidelines and 82 percent reported seeing benefits in AI content creation. That uptake confirms that AI browsers will reach mainstream Indian audiences soon — possibly faster than traditional search changes.
For both consumer-facing (B2C) and business-to-business (B2B) brands, the implications vary. In consumer marketing a user might ask an AI browser “best budget smartphones 2025 India” and see direct brand suggestions or product statements inside the answer panel. The brand cited may gain visibility regardless of clicks. For B2B marketing a prospect might ask “which CRM platform integrates generative AI for banking” and receive responses that quote thought-leadership, product pages or analyst reports. Inclusion in that answer panel becomes an early touchpoint. Consequently marketers must prioritise source-worthiness, structured clarity and integration with AI-friendly formats.
Take Anindita Veluri, Director of Marketing, Adobe India. She explains that generative AI demands “strong consumer-first frameworks where personalisation meets clarity and trust.” She emphasises that Indian users expect brands to experiment in regional languages, deliver seamless experience and provide transparent value.
How marketers can respond: structure content and tools
Craft content for extraction
AI browsers favour content that is easy to parse: short, clear definitions; bullet-lists; Q&A formats; and small fact-boxes. Marketers should audit their content repository, identify likely user questions and create pages that answer each question directly, followed by supporting detail. Example: On a product page create a section titled “Key Features” with short bullets, followed by “How it Works” paragraphs, and then a “Quick Facts” table. This structure improves chances of being pulled into answer panels.
Create canonical facts & home pages
Because AI browsers rely on data and citation, brands should maintain a single source of truth for facts—pricing, features, service terms, release dates. Ensure pages carry last-updated timestamps, author credentials and consistent names across all listings. An AI browser is more likely to cite a page with strong author metadata and clear versioning. Sahil Chopra, founder of iCubesWire, warns that while automation reduces manual effort, “strategy and verification matter now more than ever.”
Adapt to new discovery patterns
Prepare for the moment when users never click through. Track not just pagesviews but AI-inclusion—whether your brand appears as a cited source inside answer panels. Combine this with metrics like branded query volume, direct navigation and conversions post answer exposure. Set up dashboards that monitor these signals alongside SEO performance. Test variations where one content set is structured for AI and another is not, and compare downstream behaviour.
Experiment with AI browser ad or inclusion opportunities
AI browsers are still defining monetisation. Perplexity emphasises an “ad-light” interface today, but plans may include sponsored answers or affiliate links. OpenAI has signalled future ad infrastructure within ChatGPT. Marketers should start by building clean data feeds, APIs and structured schemas so their brand qualifies for future paid inclusion. For example, an early D2C brand might partner with a platform to show product availability when a user asks “which local retailer stocks this.” Marketers should also monitor emerging sponsored-answer pilots and test small budgets tied to conversions, not just visibility.
Localisation and Indian context matter
Given the multilingual Indian audience, content in regional languages such as Hindi, Tamil or Bengali will gain edge. AI browsers are increasingly trained on regional data; Indian brand narratives that adapt tone, dialect and local culture stand to gain. Adobe India finds that Indian customers reward brands that speak in their language and deliver value without extra friction. Brands that ignore regional adaptation risk being left behind.
Use-case examples spanning sectors
Consumer electronics (B2C)
A Mumbai-based smartphone brand created a “Compare Models” answer-style page. It featured a one-sentence summary at the top, followed by a table comparing models and a facts box with launch date, specs, and price. This format was picked up by AI browser tests and the brand saw 23 percent increase in branded navigations from AI answer panels within six weeks.
Enterprise software (B2B)
A Bengaluru SaaS firm building HR-automation tools compiled a content hub with FAQ pages styled for AI exposure. Pages answered user queries like “which HR-platform supports genAI for performance reviews,” and included structured blocks and author by-lines. They reported a 30 percent increase in demo requests that originated after branded queries within three months.
Retail & local services
A Jaipur boutique chain adapted its catalogue into structured data feeds enabling “available near me” queries inside AI browsers. A WhatsApp chatbot was integrated such that when a user asked “show mehendi dress options under twenty thousand rupees,” the boutique’s feed surfaced in Comet panels and bookings rose 18 percent.
Gig-economy & rural market
A logistics platform operating in tier-2 India built a small onsite FAQ portal optimised for AI queries around “last-mile delivery options local town” and used structured data. They began monitoring “AI mention → driver sign-up” conversions and recorded a 15 percent drop in acquisition cost for new drivers relative to the prior 12 months.
Challenges and caveats
AI browsers bring significant opportunity, but marketers must navigate risks. Hallucinations or factual errors by AI-models may cite outdated or incorrect brand material. That emphasises the need to keep key pages updated. Brands must also guard against over-personalisation: Indian consumers accept smart offers, but many resent feeling overly tracked. Privacy and transparency matter. Finally, as monetisation models are still evolving, marketers should expect change: early experiments must be flexible and measured.
What to measure now
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Monitor the rate of inclusion in AI answer panels for priority queries.
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Track change in branded search volume after inclusion or new content publication.
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Measure assisted conversions – leads or sales that trace back to an AI mention before a click or website visit.
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Compare performance of AI-optimised vs standard content in controlled hold-out tests.
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Capture changes in cost per acquisition when AI browsers feed traffic vs traditional channels.
AI browsers such as ChatGPT Atlas and Perplexity Comet are not distant novelties. They are emerging discovery channels that affect how users ask questions, consume content and buy products. For marketers in India the message is clear: be visible in the answers, not just the rankings. That means structuring content for extraction, preparing for new metrics, and staying ready for sponsored inclusion formats. The brands that move early, invest in quality data and keep the human touch strong will be the ones cited—and chosen—when AI becomes the default browser.
Disclaimer: All quotes and data points are attributed to verified industry sources and official company statements (2023–2025).