Apple to Develop Smarter Siri & Generative AI Features, Taking on Google & Microsoft
Apple is set to step up its artificial intelligence (AI) game as it rushes to catch up with the likes of Google and Microsoft. The tech giant is reportedly working on a smarter version of Siri, its virtual assistant, and is also planning to incorporate generative AI features into its apps.
According to Bloomberg’s Mark Gurman, Apple’s senior vice president of machine learning and AI strategy, John Giannandrea, along with senior vice president of software Craig Federighi, are leading the charge in bringing advanced AI capabilities to Apple’s ecosystem. The push for AI is also being spearheaded by vice president of services, Eddy Cue.
While details about the upcoming AI features are scarce, it is clear that Apple intends to integrate AI across its entire suite of apps. This includes auto-generated playlists in Apple Music and AI-powered assistance for tasks such as writing and creating slide decks in Pages and Keynotes. The company is also experimenting with the use of generative AI for internal customer service apps within AppleCare.
Generative AI has emerged as a significant trend among Apple’s competitors, with even Google incorporating it into its latest Pixel 8 series. Google’s generative AI features include AI Wallpapers, which generate multiple wallpapers based on user prompts, and Magic Editor, which allows users to manipulate and edit photos with ease.
Apple’s move to enhance Siri and incorporate generative AI features is a response to the growing popularity of AI-powered technologies. ChatGPT and Google Bard are two examples of AI language models that have gained widespread acclaim recently. Apple, seemingly caught off-guard by the rapid rise of these platforms, is scrambling to develop its own AI capabilities to remain competitive in the market.
Although Apple’s efforts to improve Siri and introduce generative AI features are commendable, the company faces a considerable challenge. Its virtual assistant currently lags behind industry leaders like Google Assistant and Amazon Alexa in terms of functionality and responsiveness. However, with the expertise of Giannandrea and Federighi, Apple aims to bridge this gap and deliver an AI experience that matches or surpasses its rivals.
As Apple devotes more resources and talent to its AI initiatives, consumers can expect to see significant advancements in Siri’s capabilities and the integration of generative AI across various Apple apps. With competition heating up in the AI space, it remains to be seen how Apple’s offerings will stand out in a crowded field.
In conclusion, Apple’s commitment to developing a smarter Siri and incorporating generative AI features is a strategic move to challenge the dominance of Google and Microsoft in the AI arena. The company’s efforts, led by key executives in the AI and software domains, indicate a strong push towards delivering an enhanced AI experience across its products and services. As the AI race intensifies, Apple is determined to prove that it can keep pace and offer innovative AI-driven solutions to its customers.
