Google searches are declining in Safari for the first time ever, likely because of AI

Safari sees a drop in Google searches, likely due to AI tools influencing user behavior.

: For the first time in 22 years, Google searches have decreased in Safari, noted by Apple's Eddy Cue during a recent Google antitrust trial. The rise in AI tools like ChatGPT, Perplexity, Gemini, and Microsoft Copilot is believed to shift user preference away from traditional Google searches. Google currently pays Apple around $20 billion to make Google Search the default in Safari, and reductions in search activity may impact Apple's revenue. As AI technologies become more prevalent, traditional websites face reduced web traffic, causing concern among independent site owners.

Google searches in Safari have declined for the first time in over two decades, according to Apple. This drop is largely attributed to the growing popularity of AI tools such as ChatGPT, Microsoft Copilot, and Perplexity AI, which are increasingly being used as alternatives to traditional search engines. Apple's Eddy Cue acknowledged this trend during testimony in the ongoing DOJ antitrust case against Google, highlighting a broader shift in user behavior.

The decline has implications for the multi-billion dollar deal between Apple and Google, where Google pays Apple around $20 billion annually to remain the default search engine on Safari. A decrease in Safari search volume could weaken the justification for this arrangement and prompt Apple to reassess its reliance on Google as the default.

Apple is reportedly exploring the integration of alternative AI search tools into Safari. Talks have taken place with companies like OpenAI and Perplexity AI, signaling Apple’s interest in providing users with more intelligent, AI-driven search experiences. This move could diversify the search landscape and offer users enhanced ways to find information.

The news had a significant market impact—Alphabet's stock dropped more than 7%, wiping out over $150 billion in market value. The market reaction underscores how seriously investors view the threat of AI to Google's core business and the importance of maintaining dominance in the search engine space.

These developments mark a turning point in the search industry. As AI reshapes how users access information, companies like Apple and Google must adapt to stay relevant. Whether this leads to a fundamental change in search behavior or merely introduces more competition remains to be seen.

Sources: The Verge, Reuters, Business Insider, Investopedia, Search Engine Journal

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