Apple's Safari Overhaul: A New Era of AI-Powered Search?

Apple is exploring AI-driven search engines in Safari, challenging Google's dominance. Eddy Cue testified about a decline in Safari searches due to AI interest. Apple collaborates with AI firms but maintains Google's default position. Google faces pressure as exclusivity with Apple diminishes, impacting advertisers.

Apple is reportedly looking to integrate AI-powered search engines into its Safari web browser, posing a potential challenge to Google's search market dominance, according to Bloomberg News.

During a U.S. Justice Department antitrust case against Alphabet, Apple executive Eddy Cue revealed that Safari searches declined for the first time last month as users increasingly turned to AI technologies. Cue attributed the shift to an increased interest in AI, underscoring his belief that AI search providers like OpenAI could eventually surpass conventional search giants like Google.

With Apple exploring AI collaborations and already incorporating ChatGPT as an option in Siri, the move signals a strategic shift that could impact Google, which pays Apple around $20 billion annually for its default search engine status. A loss of exclusivity could pressure Google's advertising revenue, even as it strives to embed its Gemini AI technology across Apple devices.

(With inputs from agencies.)