Apple Integrates Google Gemini AI into Revamped Siri

Image credit: Search Engine Journal

Apple unveiled a re-engineered Siri artificial intelligence at its annual Worldwide Developers Conference, powered by a custom Google Gemini model, which analysts expect to alter web search dynamics globally.

The revamped Siri, built on a new framework called Apple Intelligence, introduces advanced conversational capabilities and the ability to synthesize up-to-date information from the web, potentially reducing direct user navigation to websites.

Apple Senior Vice President of Software Engineering Craig Federighi said during the conference that the new Siri will leverage personal context alongside broad world knowledge. The company indicated that Siri AI could generate answers and potentially offer links to sources, though specific details on when or how these links would appear were not provided.

Bloomberg reported that Apple is paying Google approximately $1 billion annually for the specialized Gemini model that underpins Siri AI.

The new Siri AI will be integrated across Apple’s ecosystem, appearing in Spotlight on iPad and Mac, as a dedicated Siri application, and accessible via the Dynamic Island and systemwide context menus on iPhone.

Industry observers suggest this move could profoundly shift user behavior, with SparkToro CEO Rand Fishkin stating in a research brief that Google’s AI Overviews already show a significant reduction in clicks to external websites. Similarweb data indicated that Google’s AI answers generated 15 percent fewer clicks to sources compared to traditional search results, according to SE Ranking.

The rollout of Siri AI will occur in phases, beginning with a user beta in English later this year. Broader Apple Intelligence features are anticipated with iOS 27 in the fall, but initial availability will exclude the European Union and China.

Safari, Apple’s web browser, is also gaining new AI functionalities, including a ‘Notify Me’ feature for webpage monitoring and an enhanced Passwords app capable of finding sites for password upgrades. These additions highlight a broader trend towards what some experts call agentic search, where AI performs tasks on behalf of the user.

Google CEO Sundar Pichai has previously indicated a focus on AI-powered search experiences, aligning with Apple’s new direction.

Source: Search Engine Journal