Some software providers have decided to lead by example and offer users a choice about the Artificial Intelligence (AI) features built into their products.

The latest example is Mozilla, which now offers users a one-click option to disable generative AI features in the Firefox browser.

Audiences are divided about the use of AI, or as Mozilla put it on their blog:

“AI is changing the web, and people want very different things from it. We’ve heard from many who want nothing to do with AI. We’ve also heard from others who want AI tools that are genuinely useful. Listening to our community, alongside our ongoing commitment to offer choice, led us to build AI controls.”

Mozilla is adding an AI Controls area to Firefox settings that centralizes the management of all generative AI features. This consists mainly of a master switch, “Block AI enhancements,” which lets users effectively run Firefox “without AI.” It blocks existing and future generative AI features and hides pop‑ups or prompts advertising them.

Once you set your AI preferences in Firefox, they stay in place across updates. You can also change them whenever you want.

Starting with Firefox 148, which rolls out on February 24, you’ll find a new AI controls section within the desktop browser settings.

You can turn everything off with one click or take a more granular approach. At launch, these features can be controlled individually:

• Translations, which help you browse the web in your preferred language.
• Alt text in PDFs, which add accessibility descriptions to images in PDF pages.
• AI-enhanced tab grouping, which suggests related tabs and group names.
• Link previews, which show key points before you open a link.
• An AI chatbot in the sidebar, which lets you use your chosen chatbot as you browse, including options like Anthropic Claude, ChatGPT, Microsoft Copilot, Google Gemini and Le Chat Mistral.

We applaud this move to give more control to the users. Other companies have done the same, including Mozilla’s competitor DuckDuckGo, which made AI optional after putting the decision to a user vote. Earlier, browser developer Vivaldi took a stand against incorporating AI altogether.

Open-source email service Tuta also decided not to integrate AI features. After only 3% of Tuta users requested them, Tuta removed an AI copilot from its development roadmap.

Even Microsoft seems to have recoiled from pushing AI to everyone, although so far it has focused on walking back defaults and tightening per‑feature controls rather than offering a single, global off switch.

Choices

Many people are happy to use AI features, and as long as you’re aware of the risks and the pitfalls, that’s fine. But pushing these features on users who don’t want them is likely to backfire on software publishers.

Which is only right. After all, you’re paying the bill, so you should have a choice. Before installing a new browser, inform yourself not only about its privacy policy, but also about what control you’ll have over AI features.

Looking at recent voting results, I think it’s safe to say that in the AI gold rush, the real premium feature isn’t a chatbot button—it’s the off switch.

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