OpenAI is launching an AI-powered web browser. By the time you’re reading this, it’s likely to have already been launched. Maybe you’re using it now, and maybe it’s even how you found this blog post. Here’s what you need to know about how it impacts Generative Engine Optimization (GEO) for B2B companies.
What is it?
The AI-powered browser is built on Chromium, the same open-source framework that powers Google Chrome and Microsoft Edge, and it will integrate a native chat interface and allow users to interact with the web through OpenAI agents such as Operator. The implications for businesses, especially in the B2B space, are significant. For marketers who rely on organic traffic, this shift demands a new strategy: GEO.
You already know about GEO, the practice of optimizing brand visibility inside AI-native experiences. And you probably know that these are tools where users do not rely on traditional search, but instead ask for insights, recommendations, and answers from conversational interfaces powered by models like GPT-4o. This post won’t tell you what GEO is becoming essential, or how GEO is different from SEO, or anything like that. Instead, I’ll focus on how the OpenAI browser changes the game for GEO.
How the Browser Will Change Brand Discovery
As of the writing of this post (July 2025) Google Chrome currently holds over two-thirds of the global browser market. That dominance has made it central to Google’s ad business, which relies heavily on user behavior data collected through Chrome. OpenAI’s browser threatens that model by keeping interactions within its own system. If a user can compare software vendors, book demos, and submit intake forms without ever leaving the chat interface, then referral traffic may drop sharply. That reshapes everything from lead generation pipelines to attribution modeling.
In a world where direct traffic falls and AI becomes the primary surface for discovery, structured content will matter more. Brand pages need to deliver clear, authoritative, and easily digestible information. Sites that rely on long-winded prose or unclear positioning may be filtered out by generative systems trying to return quick, confident answers. (You might even want to work with a GEO agency like ours to make this happen.)
The Role of Operator and Conversational Actions
Operator is OpenAI’s task-handling agent. It can fill out forms, complete transactions, and book appointments. When embedded into the browser, it enables action without navigation. B2B companies that offer SaaS, consultations, demos, or transactions must prepare for AI-to-site workflows. Integrations with agents like Operator will become a competitive advantage. Brands that support AI agents completing tasks on their sites will be better positioned for conversions inside the AI environment.
Preparing for GEO in a Multi-Browser, Multi-Agent World
OpenAI is not alone. Perplexity has already launched its Comet browser. Platforms like this may diverge on what the offering looks like, but converge on a single theme: users want faster answers and seamless actions, not a list of ten links. GEO is the playbook for reaching those users.
Here’s how B2B brands should prepare:
Structure content for parsing. Use schema markup, headings, and bullet points. Make summaries prominent.
Speak with authority. AI favors content that appears trustworthy and fact-based.
Create intent-driven landing pages. Think beyond SEO keywords. Design content that answers full buyer questions.
Monitor new traffic sources. As AI browsers rise, traditional metrics like organic traffic and CTR may decline. Watch for referrals from tools like ChatGPT and Comet.
Support AI agents. Ensure your site allows bots like Operator to act on behalf of users without friction.
A Strategic Inflection Point
OpenAI already reports 500 million weekly users for ChatGPT and 3 million paying businesses. This browser launch is not a side project. It is part of a larger ambition to embed AI into both personal and professional life. The goal is not just to assist with search, but to replace it. For B2B brands, that means it is no longer enough to be findable. You must now be usable, trustworthy, and generative-ready.
The transition from link-based discovery to conversational guidance is underway. GEO is the strategy that will define who wins attention in this next era. Companies that start adapting today will be best positioned for tomorrow’s AI-native marketplace.
To learn how On Marketing (the absolute best GEO agency out there) can help you in this new world, please contact us. Or, really, contact us for any reason. We’d love to hear from you.