What is an agentic browser?
Updated By Akkrev
An agentic browser has an AI agent built in that clicks, types and navigates websites for you, such as Chrome with Gemini or Perplexity Comet.
An agentic browser is a browser where an AI agent can operate web pages for you. You describe a task, such as comparing hotels for a family trip, and the agent opens the sites, scrolls, clicks and fills in forms, while you watch or get on with something else.
Examples include Google Chrome with Gemini’s auto browse feature, which Google began rolling out in January 2026, Perplexity’s Comet browser, and the browsers built into products like ChatGPT agent and Meta’s Muse.
Why it matters for hotel websites
Agentic browsers use the same website a guest sees. They don’t need a special connection or API, which is good news for independent hotels: any hotel can be booked by an agent, in principle. In practice, the agent has to cope with whatever the website throws at it: CAPTCHAs, cookie banners, pop-ups, booking widgets inside iframes, and prices that appear late.
Some of these visits identify themselves. Google, for example, uses a Google-Agent user agent for agent traffic on its infrastructure. Hotels whose security settings block unknown automated visitors can end up blocking real guests’ agents without knowing it.
Why it matters for AI visibility
Agentic browsers read your pages directly, so what your site says in plain text shapes both recommendations and bookings.