The Rise of Agentic Browsers – A New Frontier in Online Privacy

JP Schmetz, the CEO of Ghostery, explains why the rise of agentic browsers might signify a “new frontier” in online privacy. This article originally appeared in Insight Jam, an enterprise IT community that enables human conversation on AI.

Agentic browsing is here, and it’s transforming the way we interact with the web. Unlike traditional browsers that act as a gateway to the web, agentic browsing is designed to actively perform tasks, make decisions, and adapt to the user’s needs in real-time. This shift introduces the promise of a hyper-personalized and efficient web experience, but it also comes with significant privacy risks that demand careful consideration.

The idea behind agentic browsers is to offload many of the mundane tasks involved in browsing the internet. Whether it’s automatically filling out forms, managing multiple tabs, or even curating content based on one’s preferences, these browsers are designed to think and act on behalf of the user. This level of automation and customization will dramatically enhance user experience, streamlining interactions and reducing the effort required to find relevant information.

However, because agentic browsers must process vast amounts of personal data instantly to function effectively, the integration of such intelligent systems raises serious concerns regarding user privacy. As these browsers automatically collect and analyze user activity to make decisions, much of this data is being shared with third parties, including advertisers and data brokers. This opens the door to potential misuse of sensitive information as the line between helpful personalization and invasive tracking becomes increasingly blurred.

Ideally, an agentic browser should run within the user’s own browser, including integrated tracker blockers, to ensure that data stays within the local environment and under the user’s control. If data needs to leave the browser, such as for interacting with an LLM, it should be done through a service that guarantees the user’s privacy, such as by opting for a premium LLM that prioritizes data security. Given that the majority of browser usage will remain focused on entertainment, shopping, or general content consumption, users must be protected during these activities to ensure their privacy is maintained while partaking in personal browsing of their choosing.

Your Options In The New Agentic Reality 

For businesses and users alike, ensuring privacy in this evolving landscape will require proactive steps:

• Users and developers must be more vigilant than ever before. We need to be educated about how these browsers function and how the data is being used. We must recognize that we have a choice in using any browser and be well-informed when making it.
• Businesses should strive to implement stronger safeguards against unauthorized data sharing while still allowing for the personalization and functionality that make agentic browsers attractive.
• Browsers, even agentic ones, should prioritize privacy by design—not just because it’s legally required but also because it’s what users expect.

The best all-around and free tools for blocking unknown data collection online are adblockers, and while an impressive 52 percent of Americans are now using an adblocker, that’s significantly less than tech experts—72 percent of experienced programmers and 76 percent of cybersecurity experts, use an adblocker. Even 66 percent of experienced advertisers are using an adblocker on their device. If they’re protecting themselves from the data-collection landscape they’ve designed, it should go without saying that you should, too.

For the web of the future to be truly beneficial, privacy cannot be an afterthought. It must be woven into the very fabric of new browsing technologies. Only by taking these challenges seriously will we be able to harness the potential of agentic browsers without compromising our privacy. The rise of agentic browsing is undeniable. But how we choose to address the accompanying privacy risks will define the future of the internet.