Microsoft is reportedly preparing to extend its user retention tactics in the Edge browser by intercepting or discouraging downloads of OpenAI’s recently released ChatGPT Atlas browser on Windows, reusing strategies already used against Google Chrome for all these years. New experimental flags discovered in the Edge Canary preview build (test version of Microsoft Edge) suggest that the browser could display promotional banners, pop-ups, or highlighted search results when users attempt to search for or download OpenAI Atlas via Bing in Edge.
The code tags appear to be designed to detect Atlas-related searches or page visits and trigger interventions that promote Microsoft Edge’s new features. Microsoft already employs such tactics when users attempt to download the Google Chrome browser while setting up a new Windows PC.
Extending clever tactics against rivals
Microsoft has long employed similar methods to retain users from switching to Chrome. When searching for “download Chrome” on Bing within Edge, users often see banners promoting Edge’s advantages, such as speed, security, or integration with Microsoft services. Visiting Chrome’s download page can also prompt a one-time pop-up urging users to stay with Edge.
This approach now seems targeted at ChatGPT Atlas, an AI-first browser launched by OpenAI in late 2025 for macOS (with Windows support in development). Atlas integrates ChatGPT deeply, offering features like Agent Mode for automating multi-step tasks (e.g., form filling) and contextual assistance across tabs — capabilities that could rival Edge’s own AI tools, including Copilot sidebar, tab organization, and theme generation.
Despite being the default browser on Windows 11, Edge continues to lag behind Chrome in the global desktop market share.
Preemptive move in the AI browser wars
It is worth noting that ChatGPT Atlas is not yet available on Windows, thus making these flags a proactive defense against a potential future competitor in the emerging category of AI-powered browsers.
As AI integration becomes a key battleground with players like Arc, Perplexity’s Comet, and Google’s Gemini in Chrome, Microsoft appears determined to protect its ecosystem. Edge’s Copilot already provides agent-like functionality, but Atlas’s direct tie to ChatGPT’s advanced models could appeal to millions of daily users. No official statement has been issued by Microsoft regarding these developments.
