Apple seeks to make AI more personal

Apple (AAPL) took the plunge into generative AI, launching its Apple Intelligence platform at its annual Worldwide Developers Conference on Monday. This is a massive change for the company, bringing a host of new features to its various operating systems and products.

Apple is certainly not the first company to launch generative AI capabilities for its software or devices. Microsoft (MSFT) and Google (GOOG, GOOGL) both launched their own chatbots and AI services in 2023 and updated them with new features at their respective developer conferences earlier this year. But Apple is unique in how it positions its AI service. Samsung also has its own Galaxy AI services, which use the company’s AI models as well as Google Gemini models.

However, rather than introducing a digital know-it-all, Apple presents Apple Intelligence as a personalized AI platform designed to understand your data and deliver it to you when you need it most. It’s a subtle distinction, but one that’s a key differentiator for Apple as it seeks to prove its approach is the one consumers will find most useful.

Apple is bringing generative AI capabilities to Siri, elevating the voice assistant to a more prominent role in its operating systems. (Image: Apple) (Apple)

“When we think about what it means for intelligence to be truly useful, it has to be centered around you,” said Craig Federighi, Apple’s senior vice president of software engineering. “We believe that the role of AI is not to replace our users but to empower them. …It needs to be integrated into the experience that you use all the time. It should be intuitive, but it should also be informed by your personal context, in fact, by your knowledge.

Apple is creating a personal AI experience in several ways, including a new and improved version of Siri that takes into account the context of your data. For example, imagine that you have to pick up your mother from the airport but you don’t know what time she will arrive.

You’ll be able to ask Siri when your mom’s flight lands, and the assistant will find the appropriate messages your mom sent you about her flight via email or text, then check the flight data in real time to give you the exact time of his flight. lands.

Siri will also be able to understand the content on your screen. Say your friend sends you an address followed by a series of unrelated texts. You can tell Siri “Save this address to their contact card” and Siri will recognize that you want to save this particular address to your friend’s contact card without having to repeat your friend’s name.

Siri isn’t the only place you’ll find Apple Intelligence. Apple says it uses this technology to prioritize notifications, putting priority messages and app alerts at the top of your notification stack and even summarizing long threads to help you catch up without having to scroll through posts. endless messages.

Like Google and Samsung, Apple also added…

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