In the 1990s, Microsoft and Netscape fought for control of the browser, the gateway between humans and the internet. Netscape went from 90% market share to zero in five years. Now, with over 30 agentic browsers launching in under 18 months, the same war is playing out again, only this time the stakes are higher. This episode breaks down the 90s browser wars, compares the tactics to what's happening today, and explains what website owners should do about it.

Key takeaways

1. The playbook hasn't changed - Bundling, free products, proprietary lock-in, and distribution deals decided the 90s browser wars. The same tactics are playing out with agentic browsers today.
2. Google is running Microsoft's 1995 playbook - Microsoft embedded IE into Windows to protect its OS monopoly. Google is embedding Gemini into Chrome to protect its search monopoly. The browser is the defensive weapon, not the product.
3. The Chromium trap is deeper than IE bundling ever was - Most agentic browsers (Comet, Atlas, Neon) run on Google's Chromium engine. Even competitors are built on Google's foundation.
4. The prize shifted from attention to transactions - The 90s fight was about what people see. The agentic browser fight is about what AI agents buy, book, and do on your behalf.
5. Your website is the new Netscape - If AI agents mediate every user interaction, your site risks becoming invisible infrastructure rather than a destination.
6. Regulation will be too late - The DOJ took 6 years to settle with Microsoft. Netscape was already dead. The same timeline is playing out with Google's antitrust case.

What to do today

• Don't optimize for one agentic browser. Build for web standards: semantic HTML, ARIA labels, structured data, server-side rendering.
• Build direct audience relationships (email, communities, subscriptions) so you're not dependent on browser intermediaries.
• Make your site worth visiting, not just worth scraping. Offer value an AI agent can't replicate.
• Treat accessibility as an agent strategy. Screen reader compatibility = AI agent compatibility.
• Test your site with an agentic browser to see what works and what breaks.

Read the full agentic browser landscape breakdown: nohackspod.com/blog/agentic-browser-landscape-2026

Chapters

• 00:00 - Introduction
• 01:34 - The First Browser War
• 09:15 - The Agentic Browser Explosion
• 12:48 - Why Is This Happening Now?
• 16:15 - Where the 2026 Version Gets Worse
• 21:27 - What This Means for Your Website
• 23:14 - What to Do About It
• 26:49 - Closing

Connect

Website: https://nohackspod.com

LinkedIn: https://www.linkedin.com/in/slobodanmanic/

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No Hacks is a podcast about web performance, technical SEO, and the agentic web. Hosted by Slobodan "Sani" Manic.