Firefox is trying to "guide"

According to Mozilla, the internet today is like traveling in an unknown city, meaning it doesn’t hurt to have a helper. This new Firefox experiment, called Advance, is designed to help us discover the web more efficiently and easily.

Advance is a web extension that analyzes the content you are currently viewing to make suggestions for viewing other web pages in the browser sidebar. Mozilla emphasizes that with this implementation, the browser does not interfere with the current session, the recommendations are driven solely by relevance, the primary goal is the best possible suggestions - so it is not the business interest that is the driving force. Suppose we are reading about restaurants; Advance lists the websites of the most popular restaurants based on this. The tips are personalized, if there is a suggestion that we don’t like for some reason, we can hide it with the “uninteresting” topic flag.

Incidentally, the experiment is based on a joint collaboration between Mozilla and Laserlike, the latter startup providing the technical background by deploying machine learning. Browsing history is sensitive information, so programmers try to strengthen user confidence with some customization (e.g., erasable history).

Source: Mozilla, ghacks.net