Artificial intelligence is moving fast — but now, it’s starting to collide with the world’s biggest platforms.
In the latest tech showdown, Amazon has reportedly sent legal threats to Perplexity AI, a rising startup known for its AI-powered search and “agentic browsing” features.

So, what’s the story — and why should startups, marketers, and tech founders care? Let’s break it down

🧠 What Happened

Perplexity recently launched “Comet,” an AI browsing assistant that can perform real actions on the web — from searching for products to helping users make purchases.
Essentially, it’s an AI agent that can browse and act on your behalf, not just fetch answers like ChatGPT or Gemini.

But here’s the problem:
Amazon isn’t happy that Perplexity’s tool can access its shopping platform, compare listings, and even help users check out — without directly going through Amazon’s interface.

Amazon claims this violates its terms of service and may misrepresent automated actions as human ones. In short: Amazon doesn’t want external AI agents doing business inside its walled garden.

⚖️ Why This Matters

This isn’t just about one AI startup. It’s about control — who owns the shopping journey, the user data, and the monetization layer.

If AI agents can act independently:

• Amazon loses ad revenue (because users skip sponsored listings).
• Marketers lose visibility (because the AI chooses what’s “best,” not what’s advertised).
• Users gain convenience, but platforms lose control.

This legal warning from Amazon signals one thing loud and clear:

The age of AI autonomy is here — and big tech isn’t ready to let go of the driver’s seat.

🚀 The Bigger Picture for Startups & Marketers

1. AI agents will reshape performance marketing.
   When AI starts shopping for users, ad targeting, click funnels, and attribution models will all change. Who do you market to — the user or their AI?
2. Platforms will tighten their rules.
   Expect stricter terms from Amazon, Google, and Meta regarding AI scraping, automation, or “agentic” tools.
3. New opportunities are coming.
   Startups that can build compliant, value-driven AI assistants will win — especially those that bridge user intent and platform compliance.

💡 What It Means for You (and Rawatly’s Community)

This battle isn’t just a legal drama — it’s a preview of the next big shift in digital marketing.
Performance marketers need to start preparing for:

• AI-led consumer behavior (where assistants make decisions).
• Smarter content & feed optimization (so your products get picked by AI agents).
• Privacy-first data strategies (because platforms will restrict third-party access).

Agentic AI will challenge traditional funnels — but it’ll also open the door to innovation, automation, and hyper-personalized user journeys.

Amazon vs. Perplexity is more than a headline — it’s a turning point.
The internet is moving from “search and click” to “ask and act.”
The brands and marketers who adapt fastest to this shift — integrating AI responsibly, transparently, and strategically — will define the next era of digital growth.