Apple Considers Shift to AI Search Engines in Safari
Apple executive Eddie Cue revealed that the company is "actively looking at" shifting the focus of mobile Safari’s search experience to AI search engines. This potential move could challenge Google’s longstanding search dominance and the two companies’ lucrative default search engine deal.
Background on the Issue
The statements were made while Cue testified for the US Department of Justice in the Alphabet/Google antitrust trial. According to Cue, searches in Safari fell for the first time ever last year. He attributed the shift to users increasingly using large language model-based solutions to perform their searches.
The Rise of AI Search Engines
Cue noted that before the advent of AI, he didn’t consider other search engines to be valid choices. However, with the emergence of new entrants like Perplexity, which offers a chat-like approach to search, he believes there is greater potential for alternative search engines. Perplexity and other companies like OpenAI are working on AI-based search engines that could potentially rival Google’s semantic search engine.
Talks with Alternative Search Engines
Cue revealed that Apple has already had talks with Perplexity and is considering adding AI-based search engines to the default search engine selector in Safari settings. However, he noted that these new search engines still need to improve, particularly when it comes to indexing, and therefore are unlikely to become the default search engine anytime soon.
Implications of the Shift
If Apple were to shift its focus to AI search engines, it could have significant implications for the search engine market. Google’s dominance in the search engine market is largely due to its deal with Apple, which makes Google the default search engine on Apple devices. A shift to AI search engines could challenge Google’s position and potentially lead to more competition in the search engine market.
Conclusion
Apple’s consideration of shifting to AI search engines in Safari is a significant development in the search engine market. With the rise of AI-based search engines, users may soon have more options for searching the internet. While there are still challenges to be overcome, the potential for AI search engines to rival traditional semantic search engines is significant.
FAQs
- Q: What is Apple considering doing with its Safari search engine?
A: Apple is considering shifting the focus of its Safari search engine to AI search engines. - Q: Why did searches in Safari fall last year?
A: Searches in Safari fell last year due to users increasingly using large language model-based solutions to perform their searches. - Q: Which companies is Apple talking to about AI search engines?
A: Apple has had talks with Perplexity and is considering other AI-based search engines like OpenAI. - Q: Will AI search engines become the default search engine in Safari?
A: Probably not, at least not yet, as they still need to improve, particularly when it comes to indexing.
