Apple turns to AI as Google loses ground in Safari searches

Google is seeing a historic dip in search traffic through Apple’s Safari browser, marking the first such decline ever, according to Apple’s Eddy Cue.

The shift comes as users increasingly turn to AI-powered search tools like ChatGPT, Perplexity and Microsoft Copilot, which offer direct and conversational responses without the need to browse traditional websites.

In response, Apple is now exploring a major revamp of Safari to better integrate AI-driven search capabilities.

AI is gradually reshaping how people interact with information online, posing a serious challenge to Google’s long-standing dominance. Cue noted that although current AI tools are not perfect, they are rapidly improving and may soon offer compelling alternatives to traditional search engines.

Apple currently supports ChatGPT within Siri and may soon include Google’s Gemini AI, as it continues to diversify the digital search options available on its platforms.

The shift is especially significant given Google’s $20 billion annual deal to remain Safari’s default search engine. The US justice department is scrutinising these types of agreements in its case against Google’s parent company, Alphabet, suggesting such arrangements limit genuine competition.

Cue stressed that AI has opened the door to new players in the search market and that true competition only arises when technological disruption invites innovation.

As large language models grow more advanced, their appeal increases—despite occasional errors known as hallucinations.

AI tools offer richer, more intuitive user experiences, often skipping the step of clicking through to websites. While this threatens traffic for content providers, it also underscores a pivotal shift: AI is no longer just a feature—it is transforming how people seek and consume information.

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