Can Free VPN and AI Save Firefox From Decline?

Firefox holds just 2.29% of global browser market share, down from 7.97% in 2016. Mozilla is betting on two new strategies to reverse the decline: a built-in VPN and AI-powered browser features. The built-in VPN is seen as the stronger play, given Firefox's privacy reputation, but only if it delivers genuine VPN functionality rather than a proxy, and is available globally. AI features are more divisive — optional integrations could appeal to casual users expecting modern conveniences, but risk alienating Firefox's privacy-focused core audience. The piece also notes that competitors like Vivaldi are deliberately avoiding AI, positioning restraint as a differentiator. Ultimately, Mozilla's challenge is convincing users it still knows where to draw the line between modern features and its privacy-first identity.