Apple is reportedly preparing to enhance its Safari web browser with artificial intelligence (AI)-driven search capabilities, according to sources familiar with the company’s development roadmap. The initiative reflects Apple’s broader push into generative AI, aiming to offer a more intelligent, context-aware browsing experience across its ecosystem.

AI Search for Safari: What’s in the Works?

According to insider reports, the company is exploring ways to embed an AI-powered search assistant directly into Safari, potentially enabling users to retrieve more relevant and personalized results. Unlike traditional keyword-based search engines, this AI system would understand natural language queries and user context — possibly including browsing history, on-device data, and preferences — to deliver more accurate and useful answers.

While Apple has not made any official announcements, sources suggest the AI feature could debut in a beta form later this year, possibly coinciding with iOS 18 or macOS 15 updates expected at the Worldwide Developers Conference (WWDC) in June.

Privacy-Focused, On-Device Processing Likely

In line with Apple’s longstanding emphasis on user privacy, the new search features are expected to rely heavily on on-device processing. This would differentiate Apple's solution from cloud-based models offered by rivals like Google and Microsoft, limiting how much user data leaves the device. Apple’s use of on-device neural engines in iPhones, iPads, and Macs positions it well to offer powerful AI without compromising user privacy.

Additionally, the company is believed to be leveraging advancements in its in-house large language models (LLMs), which could serve as the backbone for this search feature. These models, trained on vast datasets, would enable more conversational and context-aware search interactions.

Competing With Big Tech’s AI Push

The move comes amid a broader AI arms race among tech giants. Google has already begun integrating generative AI into its Search platform, and Microsoft’s Bing, powered by OpenAI’s technology, has been offering AI-assisted search for over a year. By bringing AI search to Safari, Apple aims to maintain competitive parity and reduce reliance on third-party search engines.

Apple currently earns billions annually through its default search deal with Google on Safari. Introducing its own AI-powered search assistant could potentially shift that dynamic over time, especially if the tool gains traction with users and developers.

A Broader AI Strategy

This reported Safari upgrade is part of Apple’s larger push into artificial intelligence. CEO Tim Cook has previously confirmed that the company is investing heavily in AI research and development. Analysts expect a major reveal of Apple’s generative AI tools at WWDC 2025, which may also include smarter Siri capabilities, AI-assisted apps, and system-wide enhancements to productivity and personalization.

As Apple continues to build a more intelligent and private digital experience, the introduction of AI search into Safari could mark a pivotal shift in how users interact with the web on Apple devices.