The way people search for property online could be about to change dramatically as a new generation of artificial intelligence browsers begins to automate how homes, agents and brands are discovered on the web.
Two major launches – OpenAI’s Atlas Browser and Perplexity’s Comet Browser – are being tipped to reshape the digital landscape, introducing what industry experts are calling the start of the GEO era, short for Generative Engine Optimisation.
Unlike traditional browsers that rely on manual search and clicks, these new AI-native platforms act as intelligent intermediaries.
They can interpret queries, compare results in real time, and even carry out actions such as completing forms or booking viewings on behalf of users.
BIG IMPLICATIONS
For the property sector, the implications are significant. Where estate agents have long concentrated on ranking highly on Google or generating portal traffic, visibility will soon depend on being recognised and recommended by AI systems themselves.
Comet, developed by Perplexity Pro, delivers conversational answers supported by live citations rather than lists of links.
Atlas, now available for Mac users, takes the concept further with a new “Agent Mode” that enables ChatGPT to perform online tasks autonomously – from submitting enquiries and scheduling appointments to finalising transactions.
Together, the two browsers represent a decisive shift from search engines to smart agents, capable of interpreting intent and taking action. For agents, developers and portals, this means the user journey could soon begin – and end – inside an AI conversation rather than a traditional search bar.
THE RISE OF GEO
The transition has prompted the emergence of Generative Engine Optimisation (GEO), an evolution of search engine optimisation that ensures websites are legible and actionable to AI assistants.
GEO focuses on making online content understandable to generative systems like Atlas and Comet, enabling them to interpret listings, pricing data and local information so they can surface relevant agents or properties within AI-generated responses.
In short, if an AI assistant cannot read or contextualise a website, it will not recommend it – leaving non-optimised agents invisible to prospective clients.
IMPLICATIONS FOR AGENTS
AI browsers are already capable of performing many of the core interactions that drive estate agency business. They can complete property enquiries, submit valuation requests, compare listings, schedule calls and even place orders for marketing materials or payments.
Industry analysts suggest that as these features become mainstream, browsers themselves could evolve into digital negotiators – automatically matching motivated buyers and sellers with the agents whose websites and data are most compatible with AI systems.
MOVING EARLY ON AI STRATEGY
Among those preparing for this new environment is marketing and technology group Nurtur, which is developing GEO-ready websites and AI-driven marketing systems to keep agents visible in both traditional and generative search environments.
Ben Sellers (main picture), Enterprise Sales and Brand Director at Nurtur, reckons that the technology represents a turning point for online discovery.
He says: “The debut of ChatGPT’s Atlas Browser, which is now available for Mac desktop users, and the powerful Comet Browser from Perplexity Pro, currently on desktop with mobile versions in development, completely alter online search behaviour.
“This moment marks the beginning of the GEO (Generative Engine Optimisation) era, a new frontier where AI assistants, not human users, decide which websites, properties and estate agents appear first.”
“Comet has shown us how quickly AI is transforming how people find and interpret information. Atlas takes that leap into automation. For the property sector, this means AI could soon be the one requesting valuations, booking viewings, or following up with an agent, not the customer.”
“It’s no longer about page one of Google. It’s about being in the AI’s first answer.”
“It’s no longer about page one of Google. It’s about being in the AI’s first answer. If these new browsers can’t understand your site, they won’t recommend you and you’ll be invisible to tomorrow’s buyers and sellers.”
“We’re not just watching the AI revolution happen, we’re engineering it for the property industry. Our mission is to make sure estate agents are the ones the AI recommends first.
“GEO isn’t optional anymore; it’s the new battleground for digital visibility. At Nurtur, we’re helping agents future-proof their online presence so they can benefit from the enormous opportunities AI is unlocking.”
NEXT PHASE
As Atlas expands beyond Mac and Comet prepares its mobile rollout, analysts expect AI browsers to steadily influence how people research and act on property decisions.
While major portals are likely to remain key destinations, AI-driven discovery could return greater control to agents whose own websites are structured for GEO and compatible with generative systems.
In the emerging GEO era, visibility will depend less on clicks and more on comprehension – with AI browsers becoming the gatekeepers of property discovery in the years ahead.
