Jon von Tetzchner, CEO of Norway-based browser maker Vivaldi, believes the tech industry's efforts to automate web browsing using generative AI models have gone too far.

"Every startup is doing AI, and there is a push for AI inside products and services continuously," he told The Register in a phone interview. "It's not really focusing on what people need."

On Thursday, Von Tetzchner published a blog post articulating his company's rejection of generative AI in the browser, reiterating concerns raised last year by Vivaldi software developer Julien Picalausa.

Google, Microsoft, Mozilla, Perplexity, and others have been busy integrating AI models into their respective browsers, while AI firms without browsers like Anthropic and OpenAI are testing extension-based integration or pursuing a

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