Apple is considering the possibility of acquiring the Perplexity AI firm as a way of enhancing AI and cutting down on the use of Google Search.

Bloomberg reported that Apple was still mulling a buyout of Perplexity AI, an AI-powered search company with an estimated valuation of up to 14 billion dollars. Even though the talks are still at an infant stage, Apple is yet to make a direct approach to Perplexity executives.

Adrian Perica, Apple's merger and acquisition head, has broached the idea of incorporating Perplexity AI functions with top Apple executives including services vice president Eddy Cue. Should it prove successful, the move would help to add native AI search to the Apple Safari browser, possibly minimizing Google's use of it.

The announcement is after Apple recently revealed Apple Intelligence in iOS as part of its growing involvement in AI innovation. Since AI platforms, such as Perplexity and ChatGPT, transform digital search and user interactions, Apple wants to keep up with the trend.

Capability-wise, Perplexity is a close contender to ChatGPT as well as Gemini with the support of NVIDIA. Such a deal would be the largest in the history of Apple, and it will be a huge step towards its commitment to integrate AI.

Meta and other tech giants such as Meta are also scrambling to pour capital into AI, as previously Meta had been interested in Perplexity and promised to allocate up to 15 billion to Scale AI.