Mozilla says its new AI controls in Firefox reflect a growing divide in how users want AI integrated into their online experience.

Company leadership emphasized that AI features will remain fully optional, aligning with CEO Anthony Enzor-DeMeo’s position that users should clearly understand how AI tools work and what value they provide. Mozilla said the controls were built directly in response to community feedback from users who want either highly selective AI tools—or none at all.

The move comes as Firefox faces renewed competition from AI-first browsers and tools from companies like OpenAI, Perplexity, Arc, and Opera. While Mozilla plans to invest further in AI, it is also backing transparency initiatives and deploying over $1.4 billion in reserves to support efforts aimed at making AI more trustworthy and accountable.