Apple is “actively looking at” reshaping the Safari web browser on its devices to focus on AI-powered search engines, Bloomberg News reported on Wednesday, a move that could chip away at Google’s dominance in the lucrative search market.

Apple Inc. is “actively looking at” revamping the Safari web browser on its devices to focus on AI-powered search engines, a seismic shift for the industry hastened by the potential end of a longtime partnership with Google.

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. The news slammed shares of Google-parent Alphabet,