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Apple plans to re-establish its dominance by building a proprietary search engine.
Apple partners with OpenAI to enhance Siri’s capabilities.
Apple’s AI answer engine, developed by AKI, will power some key products like Safari, Spotlight, and Siri.
Despite a late entry in the AI race, Apple is finally making some big moves to re-establish its dominance in the smartphone industry. According to Mark Gurman, a tech reporter from Bloomberg, Apple has put up a new internal team called ‘AKI’ - Answers, Knowledge, and Information - to develop a “search engine” capable of scanning the web and answering general user queries.
If Apple succeeds in developing an advanced AI search engine, it could compete directly with Google’s Gemini and OpenAI’s ChatGPT.
Acknowledging its previous limitations, Apple announced its artificial intelligence model, Apple Intelligence, during the Worldwide Developers Conference in early 2024. The Apple AI marked a significant advancement for the company. Additionally, Apple introduced a range of AI features, many of which are now available on its devices.
AKI is a new internal team formed by Apple that is focused on making ground-breaking advancements in artificial intelligence. Essentially, it will work on building an AI search engine like ChatGPT. With the help of this AI-powered answer engine, users can expect direct and conversational responses, unlike traditional Google search.
This new answer engine will power three of Apple's major products - Safari, Siri, and Spotlight, enhancing their search abilities. The establishment of AKI marks the company’s proprietary development of AI.
Apple has been a leader in the smartphone industry for over two decades. It is one of the few smartphone brands that launched an AI voice assistant - Siri. However, this flagship feature is still not as smart and as capable of understanding complex contextual queries when compared to the AI features offered by Samsung.
According to a study, ChatGPT delivers 25% more accurate results and can answer 30% more questions compared to Siri. To fix this, Apple recently announced a revamped version of Siri set to launch by 2026.
The tech firm has also partnered with OpenAI to power Siri with ChatGPT to improve its capabilities. But as of now, Apple is planning to develop its own AI model like ChatGPT and Gemini to regain the authority it once had.
Also Read: The AI Race Apple Can't Win: Why In-House Models Failed Against OpenAI
Apple is focused on creating a privacy-first approach to artificial intelligence by processing tasks directly on the user's device. This strategy provides Apple with a significant advantage over its competitors, especially as the demand for privacy increases alongside technological advancements. Furthermore, the company has begun to integrate its AI capabilities throughout its entire ecosystem.
In summary, artificial intelligence is advancing quickly, and Apple has had difficulty keeping pace with these developments. However, the company has established the AKI team to design and create an answer engine similar to ChatGPT, signaling a significant step forward in its commitment to embracing innovation in AI.
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