"It is browser-based AI. I'm talking about the quiet, always-on assistants like Gemini embedded in Chrome, Claude's Chrome extension or OpenAI's browser Atlas. These tools have fundamentally changed how I work, because they possess the one thing most AI tools lack: Immediate context."
"The friction in much of my AI usage is the copy/paste tax. To use ChatGPT effectively, you usually have to: Open a new tab. Navigate to the AI. Copy the text from your email/doc/spreadsheet. Paste it into the AI. Write a prompt explaining the context of what you just pasted. Get the answer. Copy it back."
"When I use Atlas, I keep Gmail open and, when I need to reply to someone, I open the sidebar and I type the gist of my intent: "Tell them yes, we can do Tuesday, but I need the assets by Monday morning and keep the tone friendly but firm on the deadline." Because the AI can read the thread I am currently viewing, I don't have to copy-paste the cus"
Browser-based AI assistants provide immediate, screen-aware context that eliminates the copy/paste friction common to standalone AI tools. Typical workflows require opening a new tab, copying content from email or documents, pasting into an AI, explaining context, then copying the answer back. Embedded assistants like Gemini, Claude's Chrome extension, or OpenAI's Atlas can read the current screen and act on a brief intent. In Gmail, a user can type a gist in a sidebar and the assistant crafts a reply based on the visible thread. Removing this friction speeds routine tasks and frees people to focus on higher-value strategic work, supporting hyperadaptive organizational responsiveness.
Read at MarTech
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