Mozilla's interim CEO, Laura Chambers, has announced a renewed focus on Firefox, aiming to re-establish the browser as an alternative to Google's Chrome and Edge.

While this shift signals a return to Firefox's core mission, it also introduces investments in generative AI that may stir reactions from the loyal Firefox community.

Chambers acknowledges that Mozilla lost sight of Firefox in recent years while exploring opportunities beyond the browser—such as VPN services and email masking.

However, since taking over from Mitchell Baker as CEO in February, Chambers has steered the company back to prioritising Firefox.

"Yes, Mozilla is refocusing on Firefox. It's our core product—an essential part of the internet."

The renewed focus involves enhancing Firefox with features that have become standard in other browsers.

For instance, Mozilla recently introduced vertical tab support in its experimental branch, echoing a feature popularised by Microsoft's Edge browser three years ago. The team also works on tab grouping features and streamlining user profile switching.

Additionally, Mozilla is revisiting web apps, allowing users to install websites as standalone desktop applications—a concept previously abandoned but now under reconsideration based on community feedback.

Chambers said: "We haven't always given these features the attention they deserve. But now, we're actively addressing community requests."

Firefox faced criticism for testing a privacy-focused alternative to tracking cookies, known as "Privacy-Preserving Attribution." Although enabled by default on a few sites, this approach differs significantly from Google's "Privacy Sandbox." Mozilla's system measures ad success rates without aiding targeted advertising, ensuring greater privacy protection. Limits on data storage and controlled access further mitigate abuse.

In June, Mozilla acquired Anonym, a startup led by former Meta executives, which specializes in privacy-focused ad measurement. While Mozilla doesn't plan to integrate Anonym's tech directly into Firefox, the move sparked concerns about Mozilla's evolving identity.