Apple reportedly made radical decision to improve its AI

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Long before the democratization of generative AI, Apple’s Siri assistant was generally considered to be less powerful, compared to assistants from Google or Amazon. And currently, while companies like Google, Meta or OpenAI announce breakthroughs in the field of generative AI, Apple remains in difficulty. Moreover, according to a recent publication by Bloomberg, Apple would have made a radical decision, in order to improve the development process of Siri and its functionalities based on artificial intelligence.

The American agency explains that Kim Vorrath, a senior Apple executive, has reportedly been transferred to Apple's artificial intelligence team, led by John Giannandrea. This name may not ring a bell, but Bloomberg explains that this company veteran is known for “fixing” troubled products and supporting the launch of new projects. She worked at Apple for 36 years and in the mid-2000s, she was reportedly chosen to lead project management for the software of the first iPhone. In addition, before this assignment to the firm's AI projects, Vorrath reportedly supported the launch of the Vision Pro headset.

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AI has become a priority ?

Since this information does not come from an official source, caution is advised. However, the fact that Apple has moved Kim Vorrath to its AI team could signal that this technology has become a top priority for Apple. According to Bloomberg, she is expected to “bring Apple’s product development culture” to the company’s AI projects.

Today, the smartphone industry is counting on artificial intelligence to boost sales of high-end devices. And in 2024, Apple launched Apple Intelligence, a series of AI-based features. However, the company does not offer an equivalent of ChatGPT, but instead relies on an integration of ChatGPT with Siri. In addition, it had to backtrack on one of the new features it developed for the iPhone.

• Among the new features of Apple Intelligence is an AI-based feature that summarizes notifications. But after numerous reports of incorrect summaries being generated, Apple had to remove this feature for news apps, on the beta version of iOS 18.3.
• Apple has reportedly transferred Kim Vorrath, a key executive, to its AI development team
• Vorrath is said to be experienced in supporting struggling projects and bringing new products to market
• This move is said to be a sign of the importance of AI for Apple

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