- NYT reported that Apple plans to introduce generative AI to its virtual assistant Siri.
- Apple reportedly wants AI Siri to be able to chat, summarize texts, and perform existing tasks more efficiently.
- The report comes amid concerns that Apple is lagging behind its competitors when it comes to artificial intelligence.
Siri will be reborn as a generative AI, according to a new report.
Apple plans to introduce generative AI to its virtual assistant, The New York Times reported on Friday. The initiative reportedly came about after two Apple executives tested ChatGPT for several weeks and realized the company didn't have an advantage over Siri.
The changes mark a long-awaited overhaul of the iPhone Assistant, which in recent years has felt stagnant, voiced questions often misleading, or simply pointing to Safari webpages with relevant information. It has been criticized for merely providing information.
Revamped with generative AI technology, Apple expects Siri to further improve on the tasks it already does, gaining new features such as summarizing text messages and chatting rather than responding to questions individually as it currently does. The Times reported, citing three sources close to Apple. work.
According to the report, generative AI processing will specifically take place on devices, with chatbot apps like OpenAI's ChatGPT, available on iPhone, Android, and even the web, processing user questions through large amounts of data and cloud servers. It's different from the way you do it. .
The company is also considering using iPhone and Mac processors to power its servers, the Times reported.
Apple did not immediately respond to Business Insider's request for comment ahead of publication.
The report shows that while rivals like Google, Microsoft, and Meta have announced their own lively AI assistants and chatbots, the company has yet to make any announcements on generative AI, making Apple one of its competitors when it comes to AI. The announcement was made amid the conversation that Japan is trying to catch up with the world.
But Apple is expected to talk more about its AI efforts at its annual WWDC conference in June.
At the company's annual shareholder meeting in February, CEO Tim Cook said Apple was “making significant investments in this space right now.” Cook also teased during the call that big news about generative AI products is just around the corner.
A big AI announcement could be welcome news for Apple, which has had a tough year so far for the company. The company has had poor sales in China since the beginning of the year, was fined about $1.95 billion by the European Commission for abusing its market power, and is the subject of an antitrust lawsuit brought by the Department of Justice. . In the United States. Apple denies the Justice Department's accusations and plans to appeal the EU ruling.
Adding to the woes this week, an ad showing a hydraulic press crushing analog art supplies received immediate backlash. Apple later apologized, saying it “missed the mark” and said the ad would no longer be shown on TV.
Apple's WWDC event will kick off on June 10th with the release of iOS 18, which features new generation AI features.
