Apple’s top software executives, Craig Federighi and John Giannandrea, decided to overhaul Siri, the company’s virtual assistant, after testing OpenAI’s ChatGPT. The generative artificial intelligence used by ChatGPT made Siri seem outdated as ChatGPT could handle complex questions and follow conversations. This realization led to Apple reorganizing its efforts around generative A.I. projects. The company is set to introduce an improved Siri at its developer conference with new conversational capabilities through a generative A.I. system.
Apple’s focus on generative A.I. is part of a broader effort to integrate this technology across its business. In addition to updating Siri, Apple plans to increase the memory in iPhones to support the new capabilities. The company is also considering licensing A.I. models from tech firms like Google, Cohere, and OpenAI. By embracing generative A.I., Apple aims to keep up with emerging technologies that could potentially disrupt the smartphone market and the app ecosystem driven by companies like Apple.
Apple executives are concerned that failure to develop A.I. technology could threaten the company’s smartphone market dominance, potentially displacing iOS as the primary operating system. This fear has prompted Apple to shift focus from a self-driving car project to enhance Siri and boost its A.I. capabilities. The company is exploring options to host servers powered by its processors to save costs and create consistency across cloud and device processes. While Apple plans to make Siri more conversational, it aims to differentiate itself by processing requests locally on iPhones for privacy and cost-saving reasons.
The challenges faced by Apple in the A.I. space are attributed to a lack of a comprehensive strategy over the past decade and a failure to prioritize Siri’s development. The Siri team had not received the same level of attention and resources as other internal groups, leading to stagnation in the assistant’s capabilities. Apple’s struggles to recruit and retain top A.I. researchers have also hindered progress in this area. The company’s secretive nature and limited visibility in conferences and publications compared to rivals have been factors in researchers leaving Apple for more open environments.
Apple has been making efforts to increase its presence in the A.I. space, as seen in the publication of more A.I. papers in recent months. However, the value and impact of these papers have been questioned by renowned A.I. researchers. Apple’s approach to A.I. research has been described as more about creating a facade of meaningful work rather than showcasing practical applications for the market. Despite these challenges, Apple continues to attract talent like Tsu-Jui Fu, an A.I. intern who sees the company as a place where he can lead projects and make a significant impact.
In conclusion, Apple’s decision to revamp Siri and focus on generative A.I. is driven by the need to stay competitive amid advancements in A.I. technology. By enhancing Siri’s conversational abilities, Apple aims to offer a more personalized and private virtual assistant experience. The company’s efforts to integrate generative A.I. across its products and services reflect a strategic shift to remain at the forefront of technological innovation. Apple’s continued investment in A.I. research and development, despite challenges in recruitment and publication, underscores its commitment to shaping the future of intelligent systems.
