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Apple on Monday said it has partnered with OpenAI to integrate ChatGPT into its devices, as chief executive Tim Cook said the iPhone maker’s “next big step” will be driven by generative AI and large language models.
At Apple’s annual developer conference on Monday, Cook and his team set out upgrades to the company’s software ecosystem coming this year that aim to leverage the power of AI to provide a smarter Siri voice assistant and more personalised features on its devices.
This year’s Worldwide Developers Conference is being watched especially closely. Investors have been waiting to see how Cook will position the company to take advantage of generative AI, amid concerns it is falling behind its Big Tech competitors.
Cook described “Apple Intelligence” as a “new personal intelligence system” based on Apple’s own generative AI models and customised to the user.
Apple emphasised its approach to AI will be focused on protecting user privacy, with models running locally on devices and on its own servers, powered by its latest chips.
“It’s aware of your personal data without collecting your personal data,” said Craig Federighi, Apple senior vice-president of software engineering.
Apple’s Siri voice assistant is getting a makeover with Apple’s generative AI models. The company has promised a more natural interactive experience with richer language comprehension. Siri can plug into the intelligence of ChatGPT to process more specific queries.
Apple shares were down about 1.6 per cent after the event.
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