Microsoft has a well-documented history of steering users away from downloading Chrome through its Edge browser and Bing search engine. This pattern may soon extend to OpenAI’s ChatGPT Atlas, the startup’s first foray into an agentic browsing experience. Although ChatGPT Atlas has yet to be launched on Windows, OpenAI has indicated that its arrival is imminent, prompting Microsoft to brace for the impact.
Currently, a search for Google Chrome or Google on Bing.com results in a gentle nudge towards Microsoft Edge. For instance, a recent search for Chrome on Bing led to a prompt encouraging the continued use of Edge, highlighting features such as a built-in VPN powered by Cloudflare, integration with Microsoft Rewards, and the often-controversial Copilot for AI personalization.
Should users choose to bypass Bing’s suggestion and navigate directly to the Google Chrome download page, they will encounter yet another reminder of Edge’s supposed superiority. The message emphasizes that Edge is built on the same foundational technology as Chrome, subtly suggesting that abandoning Edge would be ill-advised—a narrative Microsoft is keen to promote.
According to Windows Latest, Microsoft appears to be contemplating a similar approach for the forthcoming ChatGPT Atlas browser. This speculation is supported by the discovery of experimental flags within Edge Canary, which can be identified through specific scripts:
- msEdgeAtlasDownloadBingReferrerHideIntercept
- msEdgeAtlasDownloadIntercept
- msEdgeAtlasDownloadInterceptTreatmentParam
These flags suggest that if ChatGPT Atlas makes its debut on Windows, Edge is poised to “intercept” its arrival. Similar flags have already been implemented for Google Chrome, demonstrating a consistent strategy in Microsoft’s browser management.
For those unfamiliar, ChatGPT Atlas is designed to operate as an agentic browser, autonomously navigating the web based on user prompts. For example, if a user requests assistance in purchasing vacation tickets, the Atlas browser can open multiple tabs, independently visit various websites, and utilize personal information to curate the best travel options.
Is Microsoft scared of ChatGPT Atlas?
While it may not be accurate to say that Microsoft is fearful, the company is certainly keen on retaining its customer base in light of the “agentic” capabilities offered by ChatGPT Atlas, some of which are already present in Edge. OpenAI currently lacks its own operating system, yet its ChatGPT platform is utilized by millions daily. As OpenAI begins to promote the Atlas browser on ChatGPT.com, it poses a potential challenge to Edge’s recent surge in popularity.
Moreover, Microsoft is likely wary of losing ground to ChatGPT Atlas, particularly regarding features that enhance user agency, as Copilot in Edge provides certain agentic functionalities. However, Copilot’s capabilities are not as advanced or appealing as those of ChatGPT Atlas or Perplexity Comet, and its availability is restricted to select regions.
An agentic browser like ChatGPT Atlas, especially one with a robust distribution strategy, could disrupt Edge’s recent growth trajectory. As the landscape of web browsers increasingly incorporates AI, the demand for a browser that empowers users to navigate the web remains strong, yet the market seems less inclined to develop a “simple” browsing experience.
