Microsoft is making a concerted effort to encourage Windows users to transition from Google Chrome to its own Edge browser. This ongoing browser rivalry is poised for a significant shift, particularly as new AI-driven browsers begin to emerge and challenge the status quo. Recently, Microsoft has rolled out updates to Windows that present two compelling reasons for users to reconsider their browser choice—one being somewhat expected, while the other carries substantial implications for millions.
Microsoft’s Strategy to Promote Edge
Historically, Microsoft has leveraged its dominance in the Windows ecosystem to advocate for Edge, especially during the installation or updating process of Chrome. The company has employed various tactics, including obscuring Chrome’s visibility and redesigning Edge to mirror its competitor. Central to this promotion is the assertion that Edge offers a superior and safer browsing experience.
In its latest campaign, Microsoft touts Edge as “the only browser built for Windows,” emphasizing its seamless integration with the operating system. The company highlights AI-powered tools, productivity enhancements, and robust performance and security features designed to facilitate a quick and secure browsing experience.
AI and the Recall Feature
While security claims can be contentious—Microsoft has previously utilized security alerts to position Edge as a more secure alternative to Chrome—the current emphasis is on AI and its seamless integration with Windows. The second major reason for users to switch browsers revolves around a feature known as Recall. This innovative tool captures screenshots of users’ activities on their screens, employing optical recognition to index and store this content in a searchable database on the local device.
Recall V1 faced scrutiny and was ultimately recalled due to privacy and security issues. The relaunch, however, has introduced improved redaction for sensitive information and enhanced storage protection, although significant concerns remain. Notably, even secure messages displayed on a Windows screen can be captured and stored, raising eyebrows among privacy advocates. In response, apps like Signal have adapted Microsoft’s DRM technology to prevent their content from being recorded by Recall.
Brave’s Response to Recall
Brave, another player in the browser market, has taken proactive measures in light of Recall’s return. The developers recently announced, “Recall is back, and Brave is ready for it.” They have implemented a default setting to disable Recall for Windows 11+ users, providing an option to enable it for those who wish to utilize the feature.
To bolster user privacy, Microsoft has introduced protections within Recall that pertain to private browsing. Many browsers, including Edge, offer an “InPrivate” browsing mode that prevents history from being saved. To ensure Recall does not capture browsing history, Microsoft has provided developers with a “SetInputScope” function, allowing them to designate windows as private.
Brave has embraced this approach, extending it to all of its browser windows. Their developers explain, “We tell the operating system that every Brave tab is ‘private’, so Recall never captures it.” Currently, Brave holds just under 2% of the desktop browser market, while Chrome commands nearly 70%. If Google were to respond with similar privacy measures, it could significantly impact user choices. For those who desire the functionality of Recall while safeguarding their browsing activity, Brave now offers a viable solution.
