AI tools like ChatGPT and Perplexity AI are coming for traditional search engines.

To date, they’re just not good enough,” Cue said, adding that Apple has already had discussions with Perplexity, OpenAI, and Anthropic. Cue is mindful that it’s still early days for generative AI, and says that with Apple’s existing agreement with OpenAI for other AI services,

Apple's plans to add AI-powered search options to its Safari browser are a big blow to Google, whose lucrative advertising business relies significantly on iPhone customers using its search engine.