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Apple to Invest $1 Billion Annually in Generative AI to Enhance Siri and Catch Up with Competitors

Apple is planning to invest $1 billion annually to integrate generative AI capabilities across its product line in an effort to catch up with competitors like Microsoft and Google. The company has been lagging behind in the generative AI field, particularly since the release of Microsoft-backed ChatGPT last year.

Apple aims to leverage its own large language model, named Ajax, and its internal chatbot called AppleGPT, to advance its generative AI technology. The goal is to integrate this technology into products such as Siri, Apple's digital assistant, Messages, and Apple Music.

An enhanced version of Siri is expected to be ready by 2024, with the team working on incorporating AI into iOS to improve features like auto-suggestion and intelligent responses. These developments will help Apple establish a stronger presence in the generative AI field, as it has previously been excluded from key AI forums and government initiatives in the sector.


While Apple already utilizes AI in some of its products, its applications have been somewhat limited to areas like text auto-correction and image editing. The company's investment in generative AI is being led by key figures such as Craig Federighi, SVP of software engineering; John Giannandrea, SVP of machine learning and AI strategy; and Eddy Cue, head of services. This move reflects Apple's determination to strengthen its position in the rapidly evolving AI landscape.

Apple to Invest $1 Billion Annually in Generative AI to Enhance Siri and Catch Up with Competitors

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