The Adoption and Usage of AI Agents: Early Evidence from Perplexity

This paper presents the first large-scale field study of the adoption, usage intensity, and use cases of general-purpose AI agents operating in open-world web environments. Our analysis centers on Comet, an AI-powered browser developed by Perplexity, and its integrated agent, Comet Assistant. Drawing on hundreds of millions of anonymized user interactions, we address three fundamental questions: Who is using AI agents? How intensively are they using them? And what are they using them for? Our findings reveal substantial heterogeneity in adoption and usage across user segments. Earlier adopters, users in countries with higher GDP per capita and educational attainment, and individuals working in digital or knowledge-intensive sectors -- such as digital technology, academia, finance, marketing, and entrepreneurship -- are more likely to adopt or actively use the agent. To systematically characterize the substance of agent usage, we introduce a hierarchical agentic taxonomy that organizes use cases across three levels: topic, subtopic, and task. The two largest topics, Productivity & Workflow and Learning & Research, account for 57% of all agentic queries, while the two largest subtopics, Courses and Shopping for Goods, make up 22%. The top 10 out of 90 tasks represent 55% of queries. Personal use constitutes 55% of queries, while professional and educational contexts comprise 30% and 16%, respectively. In the short term, use cases exhibit strong stickiness, but over time users tend to shift toward more cognitively oriented topics. The diffusion of increasingly capable AI agents carries important implications for researchers, businesses, policymakers, and educators, inviting new lines of inquiry into this rapidly emerging class of AI capabilities.

Targeting for long-term outcomes

Decision-makers often want to target interventions (e.g., marketing campaigns) so as to maximize an outcome that is observed only in the long-term. This typically requires delaying decisions until the outcome is observed or relying on simple short-term proxies for the long-term outcome. Here we build on the statistical surrogacy and off-policy learning literature to impute the missing long-term outcomes and then approximate the optimal targeting policy on the imputed outcomes via a doubly-robust approach. We apply our approach in large-scale proactive churn management experiments at The Boston Globe by targeting optimal discounts to its digital subscribers to maximize their long-term revenue. We first show that conditions for validity of average treatment effect estimation with imputed outcomes are also sufficient for valid policy evaluation and optimization; furthermore, these conditions can be somewhat relaxed for policy optimization. We then validate this approach empirically by comparing it with a policy learned on the ground truth long-term outcomes and show that they are statistically indistinguishable. Our approach also outperforms a policy learned on short-term proxies for the long-term outcome. In a second field experiment, we implement the optimal targeting policy with additional randomized exploration, which allows us to update the optimal policy for each new cohort of customers to account for potential non-stationarity. Over three years, our approach had a net-positive revenue impact in the range of $4-5 million compared to The Boston Globe's current policies.