As the line between AI-generated answers and traditional search results continues to blur, Norton has launched Neo, a browser with a built-in AI assistant now available in early access in the US. The company is actively seeking user feedback to shape its development.
“Traditional browsers were built for a different era focused on static search and manual organization through tabs, bookmarks and history,” said Howie Xu, chief AI and innovation officer at Gen. “Neo flips that dynamic – it works with you, intelligently and proactively helping you by curating content and tasks so you can focus on what really matters.”
The browser runs on a combination of frontier models and a proprietary model: the Neo Model from Gen’s AI Lab. Data is processed on both the cloud and locally; Neo plans to offer options for using only the Neo model and only working locally in the future, Xu told TechRepublic.
SEE: OpenAI considered buying Chrome and turning it into an “AI-first” browser if Google is forced to sell.
Goal is to increase productivity with AI
Norton said Neo aims to eliminate repetitive browsing tasks, such as manually sifting through pages of search results.
At the center of Norton’s interface is the Magic Box — an AI-powered chat window that serves as the core interaction point. The assistant is designed to anticipate users’ needs and streamline the web experience.
To do this, an AI assistant suggests what it thinks is the most relevant content based on browsing history. The AI assistant serves as a search engine, responding to natural language questions and browsing the web itself to find the answers. Users can examine the resulting links in a preview window.
SEE: New Google Search AI Mode is ‘Total Reimagining,’ Says CEO Sundar Pichai
While current AI models like ChatGPT and Google Gemini can access web search, they do not control the full browsing environment. Microsoft attempted to bridge that gap with its Recall feature, and Google is working on linking Gemini to its services like Gmail. Norton found a middle ground in which the AI has access to the entire browser, but not the rest of the user’s device or any other browsers. Norton Neo’s placement might sit better with users concerned about privacy.
Neo also features automatic tab organization via the AI assistant, a capability that Microsoft Edge supports in part, though without AI integration.
Ad blocking and phishing protection are built in
As a Norton product, Neo includes built-in ad blocking and security features. In addition, an AI-driven URL scanner called Norton WebShield is used to detect suspicious site addresses that might lead to phishing attempts or malware.
Norton, a long known antivirus company, first introduced a privacy-focused browser in 2023. The company is owned by Gen, formerly known as Symantec.
