Meet Norton Neo: The First Safe AI-Native Browser Now in Early Access

Rhea-AI Summary

Norton, a brand under Gen (NASDAQ: GEN), has launched Norton Neo, the first AI-native browser in early access. This innovative browser combines artificial intelligence with Norton's security expertise to provide a safer and smarter internet experience. Neo features include a personal AI assistant that learns user preferences, unified search and chat capabilities, smart tab management, and built-in Norton WebShield protection against phishing and malware.

The browser comes with default ad blocking functionality and aims to increase productivity by up to 40% through AI-powered tools. Neo is designed for tech-forward consumers and AI enthusiasts, focusing on streamlining workflows and reducing repetitive tasks. The early access version is currently available in the United States through NeoToday.ai.

Positive

• First-mover advantage in AI-native browser market, positioning Gen for potential market leadership
• Integration of Norton's security expertise with AI capabilities could create competitive advantages
• Built-in ad blocking and security features may attract privacy-conscious users
• Potential 40% productivity increase through AI-powered tools could drive user adoption

Negative

• Early access limited to US market only, restricting initial growth potential
• Product is in early stages, suggesting potential bugs and functionality limitations
• Faces competition from established browsers like Chrome and Edge that are also implementing AI features

Insights

Technology Product Analyst

Norton's new AI browser represents strategic diversification but faces tough competition in a crowded market dominated by tech giants.

Norton's launch of Neo, an AI-native browser, marks a significant strategic pivot for Gen (formerly NortonLifeLock/Symantec). This represents the company's attempt to expand beyond its traditional security software business into the highly competitive browser market. The timing aligns with the broader AI integration trend across tech products, but Norton faces formidable obstacles.

The browser market is extremely consolidated with Google Chrome commanding approximately 65% market share, followed by Safari, Edge, and Firefox. New entrants typically struggle to gain meaningful adoption despite innovative features. Norton's value proposition centers on combining AI functionality with built-in security features, leveraging their core competency in cybersecurity.

Neo's highlighted capabilities—personal assistant features, unified search/chat, smart tab management, and integrated security—mirror functionality already available through extensions or being integrated into existing browsers. The key differentiator appears to be the native integration of Norton's security technology (WebShield), though competitors like Microsoft have similarly integrated security features into Edge.

The limited "early access" U.S. release suggests Gen is taking a cautious, iterative approach to development rather than a global launch, indicating uncertainty about market reception. This product represents Gen's attempt to create recurring revenue streams and expand their digital footprint beyond security software, addressing the challenge of limited growth opportunities in their core business.

Norton combines the power of AI with Norton expertise to redefine the way we experience the digital world

TEMPE, Ariz. and PRAGUE, May 22, 2025 /PRNewswire/ -- Today, Norton, a trusted brand part of Gen (NASDAQ: GEN), unveiled its new, innovative browser designed from the ground up with advanced artificial intelligence, Norton Neo. Neo brings together a powerful combination of AI-native intelligence and world-class safety protection, making it the first browser truly built to reimagine how we experience the web with a safer, smarter internet.

"With Norton Neo, we're not just building another browser; we're reimagining how you will interact with the digital universe in the AI Era," said Howie Xu, Chief AI and Innovation Officer at Gen. "Traditional browsers were built for a different era focused on static search and manual organization through tabs, bookmarks and history. Neo flips that dynamic – it works with you, intelligently and proactively helping you by curating content and tasks so you can focus on what really matters. Using Neo is like having a versatile and powerful personal assistant working for you."

With studies showing AI-powered tools can increase productivity by nearly 40%, Neo is changing how people interact with their browser to enjoy the digital world. Unlike conventional browsers that require people to do repetitive tasks and the time-consuming work of combing through search results, Neo acts like a smart companion, anticipating needs, managing tasks, and streamlining workflows. This innovative approach is tailored for tech-forward consumers, AI enthusiasts, and anyone seeking a simpler, more productive web experience.

Key features of Norton Neo include:

• Browsing with a personal assistant – Neo gets to know what you like, bringing up relevant content right when you need it, making it easier to stay on top of what matters.
• Unified Search and Chat – Get answers instantly, not endless links. Neo combines search and conversational AI to help you get what you need faster – without switching applications or digging through endless search results.
• Smart Tab Management – Neo automatically organizes your tabs to reduce clutter so you can stay focused and be more efficient.
• Protection from Norton - Neo is equipped with Norton WebShield, a proprietary Safe URL Detection System that uses AI and behavioral analysis. It scans external URLs and embedded content to block phishing, malware and deceptive sites with unmatched speed and accuracy.
• Ad Blocking – Neo features default ad blocking – not as an extension add-on, but as part of the browser. It helps eliminate intrusive ads and prevent third parties from tracking you, right from the start.

An early version of Neo is available now in the United States. Customers with early access have the opportunity to shape the future of Neo by testing its capabilities firsthand and providing valuable feedback. To learn more and join the list for early access testing, visit NeoToday.ai.

About Norton

Norton is a leader in Cyber Safety, and part of Gen (NASDAQ: GEN), a global company dedicated to powering Digital Freedom with a family of trusted consumer brands. Norton empowers millions of individuals and families with award-winning protection for their devices, online privacy, and identity. Norton products and services are certified by independent testing organizations including AV-TEST, AV-Comparatives, and SE Labs. Norton is a founding member of the Coalition Against Stalkerware. Learn more at Norton.com and GenDigital.com.

Jenna Torluemke	Courtney Rowles
Gen press@GenDigital.com	Edelman for Gen  Courtney.Rowles@edelman.com

 

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SOURCE Gen Digital Inc.

FAQ

What is Norton Neo and how is it different from other browsers?

Norton Neo is the first AI-native browser that combines artificial intelligence with Norton's security expertise. Unlike traditional browsers, it features a personal AI assistant, unified search and chat, smart tab management, and built-in security features including Norton WebShield and ad blocking.

When will Norton Neo (GEN) be available to the public?

An early access version of Norton Neo is currently available in the United States. Users can sign up for early access testing at NeoToday.ai.

What security features does Norton Neo browser include?

Norton Neo includes Norton WebShield (a proprietary Safe URL Detection System using AI and behavioral analysis), built-in ad blocking, and protection against phishing, malware, and deceptive sites.

How much can Norton Neo improve productivity?

According to studies mentioned in the release, AI-powered tools like Norton Neo can increase productivity by nearly 40% through features such as smart tab management and unified search and chat capabilities.

Who is the target audience for Norton Neo browser?

Norton Neo is designed for tech-forward consumers, AI enthusiasts, and anyone seeking a simpler, more productive web experience.