Sources reveal that Apple is testing “Apple GPT” and developing generative AI tools to compete with OpenAI, focusing on large language models using its own framework called “Ajax.” The experimentation with the AI chatbot has driven a 2 percent increase in their shares to a record high. Release plans for these offerings are yet to be decided.
Furthermore, Apple has internally created a chatbot service called “Apple GPT.” This AI endeavor has become a significant project with various teams collaborating on it.
The company is not only advancing the technology but also addressing potential privacy concerns related to AI.
The market has well-received the news of Apple’s AI efforts, with its shares reaching a record high, while Microsoft, the primary backer of OpenAI, experienced a slight decline.
Despite having incorporated AI features in its products over the years, Apple faced challenges when competitors introduced AI-based offerings like ChatGPT and Google Bard.
While Siri, Apple’s voice assistant, has not seen significant advancements, the company has made progress in AI implementation in areas such as photos, search, and auto-correct improvements.
Apple’s CEO, Tim Cook, has been cautious in publicly discussing the influx of AI services, acknowledging the potential but also stressing the need to address related issues. He mentioned that AI would be integrated into more products thoughtfully.
Behind the scenes, Apple recognized the importance of staying ahead in the AI landscape and laid the foundation with its Ajax framework. This framework powers AI-related improvements in search, Siri, and maps and also serves as the basis for the internal ChatGPT-style tool. However, access to the system is limited, and its output is not used for customer-facing features.
Apple is actively working to enhance its AI models while determining the best approach for consumers. A collaborative effort between its AI and software engineering groups, along with the cloud services engineering team, is underway to make significant AI-related announcements in the coming year.
Leading these initiatives are John Giannandrea, head of machine learning and AI, and Craig Federighi, Apple’s top software engineering executive. Both leaders have different approaches but are at the forefront of the company’s AI endeavors.
Apple had conducted a trial of OpenAI’s technology and considered a larger contract with the company, which licenses its services to Microsoft, Shutterstock Inc., and Salesforce Inc.
Apple builds its Ajax system on top of Google Jax and operates its AI system on Google Cloud, complementing its own infrastructure and Amazon.com Inc.’s AWS.
Moreover, Apple is actively seeking to hire more experts in generative AI, promising to apply the technology to how people communicate, create, connect, and consume media on their iPhones and other devices.
Observers see the integration of Apple’s large language models (LLMs) into Siri as a potential breakthrough, enabling the voice assistant to perform more tasks on behalf of users.
Although Apple has faced criticism for lagging behind competitors in the AI space, it has defended its AI strategy, highlighting its widespread use across various products.
Two initiatives that could elevate Apple’s position in the AI domain include a health coaching service codenamed “Quartz,” which relies on AI to personalize plans using data from the Apple Watch, and the integration of AI in its future electric car for self-driving capabilities.
