For the first time since the introduction of the iPhone, the number of searches via Google in Safari has declined. Apple executive Eddy Cue confirmed this during a lawsuit by the U.S. Department of Justice against Google's parent company, Alphabet. At the same time, Apple is exploring the possibility of refreshing Safari, with a stronger focus on AI search features.
AI search tools are gaining ground in Safari
AI tools such as ChatGPT, Microsoft Copilot, and Perplexity are increasingly being used as alternatives to traditional search engines. This is shifting the search behavior of billions of users worldwide. Cue indicated that AI search solutions are not yet flawless, but they are appealing enough to attract and retain users.
Impact on businesses and online visibility
The change affects more than just search engines. For companies and organizations that rely on search traffic through Google, this has direct consequences. AI systems are increasingly answering questions without directing users to websites. This means fewer clicks, fewer visitors, and potentially less revenue.
Websites that until recently could count on visibility in Google results are already noticing a decline in traffic. This is especially true now that major players are investing in their own AI assistants and search indexes. Apple is already offering ChatGPT through Siri and expects to integrate Google’s Gemini later as well. But Apple is also working on its own AI platform.
What this means for search behavior and choices
According to Cue, true competition in the field of information provision is emerging for the first time. The AI search tools offer features that are "so much better" that switching becomes a natural choice for users. Especially since AI understands natural language and provides contextual answers. However, he warns of errors with complex questions.
The rise of generative AI is causing users to adjust their habits. Search queries are becoming conversations. Results are turning into direct answers. This technological shift is forcing organizations to reconsider their digital strategy.