The internet browser, long defined by its simple role as a window to the World Wide Web, is undergoing a profound transformation. No longer content to merely deliver search results, technology firms are racing to evolve the browser into a dynamic “agent” capable of acting on behalf of the user, transforming the desktop into a true productivity hub. Stepping aggressively into this burgeoning market is the Norwegian company Opera (OPRA.O), which has launched its subscription-based, artificial intelligence-centric browser, Neon.
Announced on Tuesday, September 30, 2025, Neon is not a typical software upgrade; it is a dedicated platform designed for the AI-extensive user, embodying a fundamental shift toward “agentic browsing.” While competitors like Perplexity AI with its Comet browser and The Browser Company with Dia have already signaled this transition, Opera is positioning Neon as a premium, power-user product, starting with a monthly fee of $19.99. This early access model, which begins with select invites before wider availability in the coming months, underscores the company’s belief that advanced on-device AI capabilities warrant a specialized approach and a professional price tag.
The Race to Autonomy: Industry Context
Opera’s move highlights an intensifying competitive environment where the goal is to make web navigation and task completion entirely autonomous. The industry-wide effort seeks to minimize the user’s role in repetitive or complex digital workflows. For instance, the maker of the popular Arc browser launched Dia, which relies on a feature called “Skills”—effectively repeatable prompts that can be invoked like small applications. Similarly, tech giant OpenAI is reportedly developing a Chromium-based AI browser that may integrate its “Operator” agent, suggesting a future where users can transact and browse within a native chat interface, bypassing the traditional web structure altogether. By launching Neon, Opera is asserting its claim in this pivotal space, drawing on its long history—founded in 1995 and headquartered in Oslo—and its current base of over 300 million active desktop and mobile users. The company’s U.S.-listed shares have already experienced a surge in recent years, fueled by consistent performance and investor enthusiasm for its proactive push into AI-powered products.
Agentic Capabilities: Doing the Heavy Lifting
Neon’s primary appeal lies in its suite of delegatory features, which allow the software to handle complex, multi-step tasks that once required painstaking manual input. The signature capability is “Neon Do,” which provides the highest level of autonomy. This feature permits the browser to navigate between pages, gather information, fill out forms, or compare data across various sites entirely on the user’s behalf. Unlike many cloud-based AI assistants that route information to external servers, Neon Do executes these tasks locally. The ability to draft or generate code directly inside the browser is another notable feature, allowing power users to create simple visual reports incorporating tables and charts without leaving the web page.
To manage the inherent complexity of agentic workflows, Neon introduces “Tasks.” This feature acts as a contained, self-sufficient workspace for the AI, functioning like a combination of traditional tab groups and the contextual workspaces seen in rivals like the Arc browser. Each Task creates its own distinct environment, allowing the AI to analyze multiple sources of information—be it tabs, chats, or external documents—within a single, bounded context. Beyond these complex tools, the browser maintains a foundational, plain chatbot where users can engage in simple conversational queries to get direct answers.
Automating Workflows with ‘Cards’
One of the most innovative elements of the Neon ecosystem designed for repeatability is “Cards.” These are reusable prompt templates aimed at automating frequent or routine workflows. The concept is analogous to IFTTT (IF This Then That) scripting applied directly to AI prompting. Users can combine discrete actions—like a “pull-details” card and a “comparison-table” card—to create a new, singular, customized prompt capable of comparing a list of products across several open tabs instantaneously.
This feature moves beyond mere automation by fostering a community element. Just as with The Browser Company’s Dia, Neon allows users to both build their own bespoke Cards and utilize those created and shared by the broader community. This makes the power of complex prompting accessible to a wider audience while ensuring that highly specialized or effective workflows can be easily distributed. While demos have showcased Neon completing sophisticated tasks like ordering groceries, the company implicitly acknowledges that the technology must now transition from proof-of-concept to consistent, reliable, real-world utility.
A Privacy-First Commercial Strategy
Opera’s decision to commit to local, on-device operation is a strategic choice tied directly to its business model and geographic focus. By keeping all actions local, the company gives users transparent control over when the AI model is acting or paused, a critical factor for user trust. As Krystian Kolondra, EVP of Browsers at Opera, noted, Neon was built for those who use AI extensively in their daily lives.
Furthermore, this privacy-first design is particularly appealing to European users. Headquartered in Oslo, the company understands the regulatory landscape where scrutiny over data use is continually tightening. The assurance that the software will not route sensitive browsing data to external cloud services without explicit consent provides a significant competitive differentiator against competitors whose models rely heavily on remote server processing. The positioning of Neon as a high-value, high-performance tool, rather than a free, ad-supported service, rounds out Opera’s strategy: capitalize on the accelerating demand for agentic technology while catering specifically to the needs of the discerning “power user” who prioritizes both efficiency and data security.
