Opera, a Norwegian-based browser company, has long positioned itself as an alternative to mainstream browsers like Chrome and Edge, focusing on privacy, speed, and built-in features. Known for innovations such as a free VPN, native ad blocker, and integrated messaging apps, Opera has built a loyal user base among those seeking a more streamlined and customizable browsing experience.
When it launches, Opera’s new Browser Operator will introduce AI-driven automation directly into the browsing experience. The company says the feature will allow users to perform online tasks—such as booking flights or ordering food—simply by typing a request. The AI agent will operate in the background, executing these actions while users continue browsing.
Opera's Browser Operator is not the first of its kind — last year, Anthropic launched its “computer use” feature and OpenAI announced its version called Operator in January. Opera says because the older tools are cloud-based, they run slower and are inherently less secure than Browser Operator. Opera also claims that Browser Operator will process requests without capturing screenshots or storing browsing data, which is in line with Opera's privacy focus.
We're about to see all kinds of browser features, plug-ins, and an uncountable number of apps that offer various levels of agency. For consumers, this means new levels of convenience. For marketers, this means we're about to start marketing to bots.
No matter what you think of Opera as a browser, download it and be ready to experiment with Browser Operator as soon as it becomes available. It will offer an up close and personal view of the very near future.
As always your thoughts and comments are both welcome and encouraged. Just reply to this email. -s
P.S. If you're wondering how marketing to bots is going to impact your business, come join us at MMA CMO AI Transformation Summit (March 18, 2025 | NYC). I'm facilitating and co-producing this half-day invitation-only event which will provide insights into the strategies, technologies, and leadership practices for CMOs who are driving successful AI transformations across the world’s best marketing organizations. Request your invitation
Shelly Palmer is the Professor of Advanced Media in Residence at Syracuse University’s S.I. Newhouse School of Public Communications and CEO of The Palmer Group, a consulting practice that helps Fortune 500 companies with technology, media and marketing. Named LinkedIn’s “Top Voice in Technology,” he covers tech and business for Good Day New York, is a regular commentator on CNN and writes a popular daily business blog. He's a bestselling author, and the creator of the popular, free online course, Generative AI for Execs. Follow @shellypalmer or visit shellypalmer.com.
