Perplexity buys OS.ai domain to build AI operating system

Dharmesh Shah announced the domain sale through LinkedIn on July 13, 2025, confirming the acquisition by Perplexity AI. "I have sold the domain os.ai to @AravSrinivas," Shah stated in his post. According to Shah, he was already a Perplexity shareholder before the transaction and described himself as "now a somewhat larger shareholder" following the deal. The specific financial terms of the domain acquisition remain undisclosed.

Aravind Srinivas, Perplexity's CEO, referenced the domain acquisition through a cryptic social media post on July 14, 2025, simply stating "os dot ai" without elaborating on the company's plans. The post generated significant engagement within the technology community, accumulating 45,000 views and sparking discussions about the company's future direction.

Summary

Who: Perplexity AI, led by CEO Aravind Srinivas, acquired the premium domain OS.ai from HubSpot founder Dharmesh Shah in a transaction that increased Shah's existing shareholder position in the company.

What: The acquisition of the OS.ai domain represents Perplexity's strategic move toward developing an AI-powered operating system, complementing existing products including the Comet browser and Max subscription tier offering advanced AI capabilities.

When: The domain sale was announced by Dharmesh Shah on July 13, 2025, with Aravind Srinivas referencing the acquisition through social media on July 14, 2025, though specific financial terms remain undisclosed.

Where: The transaction involves a San Francisco-based AI search company valued at $9 billion as of December 2024, with implications for global operating system markets currently dominated by Windows, Android, and iOS platforms.

Why: The acquisition aligns with Perplexity's vision to create comprehensive AI infrastructure and Srinivas's stated goal of developing "an operating system with which you can do almost everything," positioning the company for potential disruption of traditional computing paradigms.

Shah connected the acquisition to broader technology trends, noting that "every big technology shift brings a new kind of OS." He referenced historical precedents including the PC wars, browser competition, and mobile OS development. "It makes complete sense for an OS for AI to exist," Shah emphasized in his announcement.

The domain acquisition aligns with Srinivas's previous statements about developing an operating system for artificial intelligence. He previously described his vision for Comet as developing "an operating system with which you can do almost everything," enabling Perplexity's AI to assist users across multiple applications and websites. The CEO emphasized that becoming users' default browser could translate to "infinite retention" and increased query volume for the platform.

According to Wikipedia's operating system usage statistics, Android currently dominates the global market with 46% share, followed by Windows at 25%, iOS at 18%, and macOS at 6%. The smartphone sector shows even more pronounced mobile OS dominance, with Android holding 72% market share and Apple's iOS commanding 28%. Desktop environments remain Windows-dominated at 71%, though mobile platforms have overtaken desktop usage globally since mid-2020.

The timing coincides with Perplexity's broader product development strategy. The company launched its Comet browser on July 9, 2025, initially available to subscribers of its $200-per-month Max plan. The browser integrates Perplexity's AI search engine as the default search provider and includes an AI assistant capable of summarizing emails, managing browser tabs, and navigating web pages autonomously.

Data collection represents a fundamental component of Perplexity's strategy. During a Technology Brothers Podcast interview in May 2025, Srinivas disclosed the company's intentions to track user activities across the internet through its browser. This approach mirrors Big Tech's data collection playbook, building a comprehensive ecosystem similar to Google's strategy of developing products across various platforms to ensure constant data collection. The browser requires extensive permissions, including access to view screens, send emails, access contacts, and modify calendar events before utilizing advanced features.

Perplexity's Max subscription tier, announced on July 2, 2025, provides unlimited access to advanced AI models including OpenAI's o3-pro and Claude Opus 4. The subscription positions the company to compete with premium artificial intelligence services while generating revenue from power users and enterprise customers.

The domain acquisition occurred during a period of significant growth for Perplexity. According to Bloomberg News, the company's annual recurring revenue increased from $3-4 million at the beginning of 2024 to approximately $70 million by year-end. Daily queries grew from 2.5 million to 20 million during the same period, demonstrating substantial market adoption of AI-driven information services.

This development matters significantly for the marketing community because it represents a fundamental shift in how users might interact with technology. Traditional operating systems have served as the foundation for digital advertising and user engagement strategies. An AI-powered operating system could reshape these dynamics entirely, potentially altering how brands reach and interact with consumers. However, privacy implications accompany this transformation, as comprehensive data collection becomes essential for effective AI personalization and monetization strategies.

The broader context includes Perplexity's recent entry into advertising, launching sponsored questions and side media placements in November 2024. The company has also explored radical advertising models where AI agents, rather than humans, could become the primary target for advertisements.

Industry observers note that developing an operating system represents a significant technical undertaking, particularly given the market dominance of established players. Browser switching faces high user friction, as people develop workflows around bookmarks, saved passwords, and extension ecosystems that require time and effort to replicate. An operating system would present even greater adoption challenges.

The acquisition signals Perplexity's intention to compete beyond search and into foundational technology infrastructure. Shah's historical perspective acknowledges that "decades ago we saw the PC wars" and subsequent battles for browser and mobile OS dominance. His observation that "it is inevitable and exciting" suggests confidence in the technological shift toward AI-centric computing environments.

Technical architecture for AI operating systems involves complex considerations around process management, memory allocation, and hardware integration. Unlike traditional operating systems focused on managing computer resources, an AI OS would need to prioritize intelligent task automation, contextual assistance, and seamless integration of AI capabilities across all user interactions.

Data collection becomes essential for AI operating systems to function effectively. AI models require comprehensive user behavior data to learn preferences, predict needs, and provide personalized assistance. An AI OS would need access to application usage patterns, file interactions, communication habits, and workflow preferences to deliver meaningful automation. This data enables the system to anticipate user needs, suggest relevant actions, and optimize performance based on individual usage patterns. Real-time data collection also allows AI systems to adapt to changing user preferences and provide contextually relevant assistance throughout the computing experience. For Perplexity, extensive data collection through browsers and operating systems would enable superior AI personalization while supporting advertising-based revenue models that depend on detailed user insights for effective targeting.

The domain's value extends beyond its technical potential. Premium domains like OS.ai carry significant branding advantages, particularly in emerging technology sectors where credibility and memorability matter greatly. The acquisition provides Perplexity with a strategic asset that could facilitate user adoption and market positioning.

Current operating system statistics reveal the challenge facing any new entrant. Windows maintains 71% of desktop market share, while mobile platforms have achieved global dominance. Smartphones account for 58% of all device usage, with desktops at 39.49% and tablets at 2.46%. Creating a new operating system category requires not just technical innovation but fundamental changes in user behavior and expectations.

For marketing professionals, this development signals potential disruption in how digital advertising and user engagement strategies function. Traditional operating systems serve as platforms for applications that generate user attention and data. An AI-powered operating system could fundamentally alter these relationships, particularly if it prioritizes user utility over advertising revenue models. The data collection capabilities inherent in an AI OS would provide unprecedented insights into user behavior, preferences, and decision-making patterns, potentially creating both opportunities and privacy concerns for marketers.

The acquisition represents one component of Perplexity's broader strategy to build comprehensive AI infrastructure. Combined with the Comet browser, Max subscription tier, and advertising platform, the OS.ai domain suggests ambitions to create an integrated ecosystem of AI-powered tools and services.

Market dynamics in the AI sector support aggressive expansion strategies. The company achieved a $9 billion valuation in December 2024, marking rapid growth since its founding in August 2022. This financial position provides resources for ambitious technical projects like operating system development.

Industry precedents demonstrate both the potential and challenges of creating new operating systems. Google's Chrome OS achieved limited success in specific markets, while other attempts faced significant adoption barriers. The key difference could be AI integration, which offers fundamentally new value propositions compared to traditional computing paradigms.

The social media response to both Shah's announcement and Srinivas's cryptic post indicates strong technology community interest. Comments ranged from congratulations to technical speculation about implementation approaches. This engagement suggests market appetite for AI-driven operating system innovation.

Perplexity's positioning differs from traditional tech giants attempting operating system development. Rather than competing directly with existing systems, an AI OS could represent an entirely new category focused on intelligent assistance and automated task management rather than traditional application hosting.

The company faces multiple technical challenges in operating system development. Integration with existing hardware, driver support, application compatibility, and security considerations represent significant engineering undertakings. However, Perplexity's experience with AI integration across web platforms provides relevant technical foundation.

Timeline

• August 2022: Perplexity AI founded as conversational search platform
• May 2025: Perplexity CEO discloses browser data collection strategy during Technology Brothers Podcast interview
• November 2024: Perplexity begins advertising tests with sponsored questions and side media
• July 2, 2025: Perplexity launches Max subscription tier for $200 monthly with advanced AI models
• July 9, 2025: Perplexity launches Comet browser for Max subscribers
• July 13, 2025: Dharmesh Shah announces OS.ai domain sale to Perplexity AI
• July 14, 2025: Aravind Srinivas references domain acquisition on social media