Could OpenAI’s Rumored Browser Be a Chrome-Killer?

Executive Summary

OpenAI’s upcoming AI Browser, rumored to be called “Aura,” could reshape how people search and interact online. Instead of relying on search results like Chrome, the OpenAI browser is expected to use AI agents, ChatGPT-5, and advanced features to give users quick, direct answers without needing to choose different models or visit multiple websites. 

For law firms, this could mean fewer ad clicks, less search traffic, and a shift toward making your content AI-friendly so it can be found and presented directly to potential clients. In this blog, you will learn what makes Aura different, how the “agentic web” could transform legal marketing, and practical steps you can take now to prepare your firm for this shift.

A New Era in Browsing

Aura is shaping up to be much more than just another Google Chrome alternative. Scheduled for release in mid to late 2025, it could completely change how we search for and interact with information online. Instead of typing keywords and scanning a list of links, you could simply ask Aura a question like “What are the divorce laws in Colorado?” and get a clear, personalized answer in seconds.

Aura will run on ChatGPT-5, which can decide on its own which version of the AI is best for the task you give it. Here is how the main models work:

• GPT-4o: Handles multiple types of content at once, such as text, images, and audio, making it ideal for quick, multi-format tasks.
• GPT-4: Focuses on deeper reasoning and problem-solving for situations that require more detailed analysis and critical thinking.

By automatically switching between these models in the background, Aura can give you faster and more accurate results without you having to choose the settings yourself. 

But while these capabilities are impressive, Aura is not the only one in the game. Perplexity is also creating its own AI Browser called Comet. Recently, the company made headlines by placing a $34.5 billion bid to acquire Google’s Chrome browser, a move that highlights just how competitive and valuable the AI-driven browsing market has become. Together, these developments make it clear that AI-powered browsing is not a passing trend but the next step in how we explore the internet.

Why OpenAI’s Browser Could Disrupt Legal Ads

For years, law firms have relied on Google Ads and SEO to bring in leads. But the new OpenAI browser could change the rules. If users get their answers directly from the browser’s AI, they might never see traditional search results or the ads alongside them.

This shift could mean:

• Fewer ad views as users skip search engines entirely.
• Lower click-through rates because the AI already provided what they needed.
• Less website traffic if Aura lists your firm’s details without requiring a visit.

For example, if someone searches for “divorce attorneys in Denver,” Aura could instantly present them with a shortlist of options, complete with contact details, without them ever opening Google or scrolling through search results. This means firms may need to focus less on competing for clicks and more on ensuring they are visible within AI-generated answers.

It is unlikely that ads (and their revenue) are going anywhere, though. Google has already introduced ads within the AI Overview.

The Rise of the “Agentic Web”

The new OpenAI Browser is part of a bigger shift toward what many are calling the “agentic web.” Put simply, this means AI tools will not just answer questions but will also complete tasks for you.

For example, instead of typing “call a divorce lawyer near me” and then clicking through different websites to make an appointment, you could tell the OpenAI browser to find a lawyer, schedule a consultation, and even send over your basic information, all without ever leaving the browser.

A key part of this shift is something called Agent-to-Agent communication (A2A). It allows AI assistants to interact directly with your law firm’s systems, such as scheduling tools or intake forms. That could mean:

• AI tools filling out intake forms automatically.
• Consultations booked instantly without a call or email.
• Websites designed so AI can read and act on your information quickly.

For law firms, it is no longer enough to design a website only for human visitors. It now needs to be built so AI can easily read, understand, and use the information.

Making Your Law Firm AI-Ready, Starting Now

The good news is you do not have to wait for Aura’s launch to get ready. There are practical steps you can take right now to make sure your firm is prepared for the OpenAI browser and other AI-powered tools that are changing how clients find legal services.

Here are some strategies to keep your firm competitive:

• Create AI-friendly content: Use FAQs, bullet points, and clear headings so AI can quickly identify and deliver your information.
• Diversify your marketing channels and focus on brand awareness: Build a strong presence on platforms like Facebook, Instagram, TikTok, and through email marketing to diversify your reach, increase brand awareness, and avoid relying solely on search traffic.
• Adopt AI tools internally: Use AI for intake, lead nurturing, and repurposing content to save time and improve responsiveness.
• Integrate with APIs and AI platforms: Make it possible for AI browsers to book consultations or fill out intake forms directly through your system.
• Leverage multimedia: Since the OpenAI Browser can process text, images, audio, and video, create short-form videos with transcripts to increase visibility.
• Use structured data: Add markup schemas, such as JSON, to clearly explain your services to AI agents and improve how your information is pulled into AI-generated answers.

Law firms that act early will have an advantage as browsing becomes more AI-driven. But implementing these strategies requires technical expertise and a smart approach to AI-focused marketing. Partnering with a team that understands AI, SEO, and law firm marketing can help position your firm for long-term success.

Turn AI Changes Into Your Competitive Advantage

While OpenAI has not yet officially released the AI Browser and many details are still unknown, one thing is clear: the way people search for and interact with information online is changing. For law firms, this means now is the time to prepare for a shift in how potential clients find, engage with, and choose legal services.

At US Legal Marketing Group, we help law firms adapt to the changes AI is bringing to online search and client acquisition. From optimizing your website for the OpenAI Browser to developing multi-channel strategies that keep you visible, we make sure your marketing is ready for the future.

Contact us today to start building an AI-ready marketing strategy that positions your firm for lasting success.