Overnight, OpenAI entered the browser wars, launching Atlas. With ChatGPT’s agentic mode baked in, Atlas represents the biggest challenge to Google’s Chrome browser in a decade, and a changed landscape for marketers and media owners. In this post for Mumbrella Pro and Unmade’s paying members, Tim Burrowes offers his first impressions.
Habit, friction and brand: The three factors in whether OpenAI’s new browser Atlas will defeat Google’s Chrome
