Firefox Embraces AI Search, Promises Different Approach From Rivals

Last updated: 2025/11/17 at 6:01 AM

News Room Published 17 November 2025

Firefox is the latest browser to embrace AI, but its approach is different from many of its rivals.

Firefox’s solution is an in-development tool called AI Window, which will prioritize “user choice and openness,” according to developer Mozilla. A built-in assistant will help you browse the web, but it can be turned off at any time.

Firefox didn’t provide details about which AI models will power AI Window. In June, however, it noted that Firefox “allows you to select your preferred AI chatbot provider…and switch between AI chatbots at any time.”

AI Window is “a new, intelligent, and user-controlled space we’re building in Firefox that lets you chat with an AI assistant and get help while you browse, all on your terms. Completely opt-in, you have full control, and if you try it and find it’s not for you, you can choose to switch it off.”

Mozilla is encouraging early adopters to sign up to try it out. As with most Firefox features, Mozilla will ask for feedback to implement changes ahead of a wider release.

It refers to this as a third way to use Firefox, alongside its standard browsing experience and Private Window, which hides your history and cookies.

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“While others are building AI experiences that keep you locked in a conversational loop, we see a different path—one where AI serves as a trusted companion, enhancing your browsing experience and guiding you outward to the broader web,” Mozilla says.

Earlier this week, Mozilla also announced new protections against online “fingerprinting,” a method used by websites to create a secret digital ID that tracks your internet activity. Mozilla says its new Firefox tools have so far reduced user tracking by half.