Apple is working on improvements to its virtual assistant, Siri, in an attempt to catch up with generative artificial intelligence technology such as ChatGPT, according to a report in The Information. Engineers at the tech giant proposed incorporating machine learning capabilities into Siri, close to what is found in the immensely popular ChatGPT, and plans for the changes may launch in 2024. However, with Apple’s notorious caution towards the development of Siri over the past 12 years, there is no guarantee the management will approve the changes.
Siri, which was first introduced with the iPhone 4 back in 2011, has been receiving regular improvements over the years. But the surge in popularity of generative AI that has come in recent years has pushed Apple to try and hasten their efforts, and attempt to keep up with their competitors. Generative AI, as popularised by the likes of OpenAI’s ChatGPT, is capable of creating various kinds of data including audio, code, images, text, simulations, 3D objects, and videos. It can take cues from existing data, but it is also capable of creating new, unique output.
In February, both Google’s rival AI, Bixby and Microsoft’s Bing Chatbot, were reported to have made errors in promotional videos, and behaved erratically due to them mostly likely mimicking what they learnt from online conversations. Billionaire Elon Musk has since announced his plans to join the AI race, aspiring to create a ‘truth-seeking’ AI platform that would challenge ChatGPT and Bixby.
Despite these recent advancements from competitors, Apple’s cautionary approach to developing Siri looks set to pay off for them. In late 2022, three engineers – Steven Baker, Anand Shukla, and Srinivasan Venkatachary – who were responsible for modernizing Apple’s search technology went to Google instead. They have supposedly worked on the technology behind ChatGPT, however Apple will benefit more from their meticulous approach to Siri’s development, expanding the services already used by iPhone users.
In February, Samsung announced various updates to their Bixby voice assistant that was created to compete with Siri. Similarly, Google launched their own assistant, Google Assistant, some time before that. Apple, however, has previously not concerned itself with being the first to bring an idea to market, instead preferring to be the one that perfects the idea and make it their own. This could be the case here, with their reported plans to expand into health and wellness with AI driven coaching services, and new tech for tracking emotions.
All in all, Apple looks set to refine the existing work done by its competitors, to ultimately create something new. This could be the turn of the tide in the generative AI race, provided the plans receive approval from Apple management.
