Apple missed the generative AI shift, creating internal tensions. The goal now is to bridge the gap with industry leaders.
All the big tech brands have only been talking about artificial intelligence for a year. In conferences, press releases and marketing, the term “AI” systematically returns to all major players in the sector… except Apple.
“A big failure”
In its weekly newsletter Power Onpublished by BloombergMark Gurman, the reference journalist when it comes to Apple, tells us that “one of the most intense efforts” of the American firm currently “is its desire to respond to the AI frenzy that is sweeping the technology industry”.
While Tim Cook assured that Apple has been working on generative AI technology for years, the company only took a serious look at the subject late last year, when ChatGPT was announced. “I can tell you unequivocally that Apple executives were caught off guard by the sudden AI fever”assures Mark Gurman.
As a result, Apple is now striving to ” catch up “the journalist said. “There is a lot of anxiety about this and it is considered a big failure internally”commented a source close to the matter to Power On.
A language model and an in-house chatbot
Apple has developed its own language model, called Ajax. We don’t know if this is just a code name or if it will also be presented under that name to the general public. A chatbot, currently called Apple GPT, has also been developed, based on the Ajax model.
Apple must now determine whether its technology is at least on par with that of its competitors. If this is not the case, it will have to be improved before announcing it and launching it to the general public. It then remains to be seen how Apple will concretely apply it to its products to optimize the user experience. One of the first areas of work on this would involve automatically generated playlists in Apple Music.
John Giannandrea and Craig Federighi are the leaders of this project, supported by Eddy Cue, head of the internet services and software department at Apple. Apple has reportedly allocated around $1 billion per year to the initiative.
The emergence of artificial intelligence as a mainstream tool has opened up numerous possibilities for all content producers. Text, image, sound… This new fashionable technology can now provide assistance in many areas, and facilitate work in the most difficult stages of creation. And with an ever-increasing offering, it is important to distinguish which tools provide real added value. So you don’t waste hours trying everything the Google results pages offer!
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Source : Power On
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