Wondering if Apple will add AI search engines like Perplexity to Safari? Users are increasingly asking whether Safari will get smarter search options powered by artificial intelligence (AI). According to Apple's senior vice president of services, Eddy Cue, the answer is a resounding yes. Apple is actively exploring partnerships with Perplexity, OpenAI, and Anthropic to bring AI-driven search capabilities to Safari in 2025. This bold move comes at a crucial time, as Safari recently experienced its first-ever decline in search volume, impacting the lucrative ad revenue Apple earns through its agreement with Google.
Apple’s interest in AI search engines reflects the rapid evolution of digital browsing habits. As generative AI platforms like Perplexity and OpenAI’s ChatGPT reshape how users seek information, traditional search engines are facing steep competition. Eddy Cue highlighted during the ongoing Google antitrust trial that while today’s AI search solutions still have limitations, Apple is preparing for a near-future where AI becomes central to how users browse on iPhones, iPads, and Macs.
High-value terms like "AI search engine," "mobile browsing enhancements," and "Safari AI integration" are increasingly searched by tech-savvy users looking for next-gen experiences, positioning Apple to capture this growing market demand.
One major reason Apple is fast-tracking AI search options is financial. Currently, Google pays Apple around $20 billion annually to remain the default search engine on Safari, a relationship that significantly boosts Apple’s services revenue. However, with Safari’s search traffic declining for the first time in 22 years, Apple faces a potential revenue gap. Less searching means fewer ad impressions—and less money flowing from Google to Apple.
Eddy Cue admitted he’s "lost a lot of sleep" over this trend, emphasizing the urgency behind exploring alternatives like Perplexity AI, OpenAI's ChatGPT, and Anthropic's Claude. By integrating smarter AI search engines, Apple aims to keep users engaged and maintain its lucrative ad-based revenue streams, securing financial stability amid changing browsing behaviors.
For everyday users, AI search engines in Safari could mean faster, more intuitive, and more personalized browsing experiences. Imagine asking complex questions or getting real-time summaries without sifting through multiple web pages. Tools like Perplexity AI promise conversational search results that feel less mechanical and more human, reducing search fatigue and improving user satisfaction—a key factor for boosting Safari’s competitiveness against Chrome and other browsers.
Apple’s discussions extend beyond just one partner. Alongside Perplexity, it’s exploring options with OpenAI and Anthropic, two leaders in the generative AI revolution. OpenAI is already working closely with Apple, particularly through Siri’s integration with ChatGPT. Meanwhile, Anthropic's Claude AI is gaining recognition for its safe and user-friendly approach to generative AI, aligning with Apple's focus on privacy and user trust.
Choosing the right AI partner will be crucial for Apple. It must balance innovation with privacy, a key selling point that differentiates Apple products from competitors like Android smartphones and Chrome-based browsers.
With search traffic falling and AI adoption rising, Apple’s decision to bring advanced AI search options into Safari appears inevitable. The focus will likely center on offering users a smarter browsing experience without compromising on privacy.
Expect new Safari features like predictive search, context-aware results, and advanced conversational interfaces to roll out by late 2025 or early 2026.
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