With AI browsers creating fresh security and privacy concerns, Norton Neo is the first to enter with a safety-first approach

The AI browser wars are heating up. OpenAI and other AI companies like Perplexity have gotten a lot of attention with their new AI-first and agentic browsers. They’re being positioned as direct competition to Google, which currently holds a 70% share of the market with its Chrome browser. As the incumbent, Google has been slower to respond to the shift toward AI search — integrating Gemini into Chrome, is widely seen as playing catch-up to competitors that were AI-first from day one.
It’s understandable, as a $100 billion business is an enormous, unwieldy beast to pivot. That leaves space for the new guys to maneuver, who are essentially starting with blank slates, and free reign for innovation.
Enter Neo, released for worldwide general availability today — the next step in Norton’s AI innovation journey, building on its leadership in cyber safety and its bid to deliver the world’s first safe, zero-prompt AI browser. From the beginning, the minds behind Neo made a deliberate choice to focus on a proactive AI assistant rather than chase today’s agentic trends. Even enthusiasts willing to tolerate the risks face too much unpredictability, along with new safety and privacy concerns.
Howie Xu, chief AI & innovation officer at Gen, describes Neo as a browser built to help before you ask — delivering on-page, in-flow support through summaries, reminders, and context-aware suggestions without prompts or extra steps.
“It’s like having a highly intelligent assistant sitting next to me, helping me absorb and process information much more broadly, much faster, much deeper,” Xu says. “That assistant is there when you’re reading, when you’re researching, when you’re working on an online project. And based on your interests and browsing, your assistant can help you at every step.”
Borrowing from Norton’s unique consumer security expertise, privacy and safety has also been integrated from the ground up.
“What makes us unique is that we’re giving people both peace of mind and AI functionality at the same time,” Xu explains. “Norton’s roots are in security. We’re the only game in town that built an AI native browser from the ground up with safety and privacy at its core —one that won’t exploit or use your data for training.
The zero-prompt difference
Comet (Perplexity) and Atlas (OpenAI) were built by chat-first companies that assume users will actively ask questions. But getting value from AI takes cognitive effort: you need to know what to ask, shift into “question mode,” and understand what the model can actually do. Asking a question isn’t the hard part; realizing what to ask requires meta-cognition — awareness of what you don’t know — which makes turning to ChatGPT in the middle of browsing feel harder than it should.
Neo takes the opposite approach. Instead of waiting for you to prompt it, it acts first — offering summaries, reminders, relevant news, and even questions you’re likely to explore.
“Based on my browsing interests, Neo reminds me of events I might want to attend, surfaces personalized news, and presents pre-generated questions that I actually want to explore,” Xu explains. “In other words, I’ve never had to formulate a single prompt — I’m simply clicking on insights the AI has already anticipated for me as if I had been prompting.”
Because most people don’t know the boundaries of AI technology or how to phrase effective prompts, expecting them to drive the interaction is unrealistic for many people.
“We decided to shift the burden away from people. You can still ask questions, of course, but we’re designing for those who want less cognitive load and prefer AI to take the first step,” he says. Much like the recommendations that surface on any news or retail site, Neo leverages browsing context to surface the right content at the right moment.
Neo can summarize a page and anticipate questions based on your interests and behaviors. With permission, it can also create detailed reminders — for example, noticing repeat visits to Formula 1 websites and prompting you about upcoming races. Control stays with the person using Neo: if an interest fades, they can remove it from Neo’s Configurable Memory.
Because Neo’s browsing history and preferences are stored locally and securely, it can customize prompts, insights, and suggestions — from calendar nudges to news recommendations to suggested questions in the Neo Chat interface. The result is an AI-powered browser that gives people the benefits of AI without typing prompts. Inline actions like “Summary,” “Add to calendar?,” “Resume where you left off,” and “Price dropped” make browsing feel faster and lighter, without extra steps.
A calm-by-design experience grounded in security
“Calm by design” has guided Neo’s development, and for Xu that comes down to three things: control, privacy, and security, all within a clean, streamlined experience that makes browsing faster and easier.
Rooted in Norton’s decades of security expertise, Neo’s calm experience starts with privacy and protection. Xu views it as the bedrock of Neo’s approach: the company never knows what you’re doing, because all personal data stays on the device unless explicitly permitted otherwise.
Norton-backed security practices suppress prompt-injection risks common in other AI browsers, local processing keeps sensitive information contained, and scoped sync ensures only user-approved context carries across devices.
Norton also brings deep web intelligence: decades of scanning the vast majority of the internet and evolving antivirus capabilities that now understand both static and runtime web content. That real-time insight allows Neo’s built in antivirus, anti-phishing, and anti-scam technology to detect and shut down malicious behavior and content the moment it appears.
“When we think about calm, what we really mean is delivering value in a consistent way, in a reliable way, in a way that people can predict, so people have peace of mind,” Xu says. “This is very different from the design of the agentic browsers out there where the result is simply unpredictable, not to mention the associated latency and overhead. I believe consistency is a necessity for us to push an AI browser to a mass population. We have some flashy capabilities too, but our primary goal is that people can just use it in their daily lives without ever having to worry about all the vulnerabilities that most agentic browsers introduce. Since we’re calm, reliable and safe by design, we believe we’ll win the hearts of a mass audience.”
For anyone watching the rapid shift toward AI-powered browsing, Neo shows how Norton is fusing assistance, security, and zero-prompt design into a single experience.
See it in action at neobrowser.ai.
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