Apple Sets Sights On AI Comeback With New Team Developing ChatGPT-Like Search Tool To Transform Apple Intelligence And Strengthen Its Position In The AI Market – Wccftech
Apple is lagging behind compared to its peers in the AI industry, but a new report claims that the company is planning to upgrade its Apple Intelligence platform with new tools. Apple has been accused of being left behind, which has reflected in the company’s overall revenue for the third quarter, which could have been further improved. The new plans will serve to be a turning point for Apple’s AI endeavors. The company previously stated that it will not develop a chatbot similar to ChatGPT, but it appears that hardships in the field have changed its mind.
It has been more than a year since Apple Intelligence saw daylight, and so far, it has failed to make a dent in the industry, resting behind the competition in basic tasks. Moreover, one of the unique features of Apple Intelligence was delayed until next year, and even though Tim Cook showed enthusiasm at its earnings call, the public begs to differ. Personalized Siri would have changed the entire iPhone experience, and iOS is indeed showing age due to its absence.
Prominent analyst Mark Gurman notes in his latest Power On newsletter that Apple would like to change its approach and accept changes which it has been avoiding for a while. Apple formed its new “Answers, Knowledge, and Information” or AKI team earlier this year, which internally worked on various AI services, including a tool that will provide users with a ChatGPT-like search experience.
Despite philosophical reservations among some Apple leaders, the company is clearly heading in that direction. Earlier this year, Apple quietly formed a new team called Answers, Knowledge and Information, or AKI. This group, I’m told, is exploring a number of in-house AI services with the goal of creating a new ChatGPT-like search experience.
Apple has been in talks with different AI startups, including Perplexity, which specializes specifically in AI search engine experience. This shows that the company has been working on some AI-powered features and services for a while. In my opinion, a dedicated AI-powered chatbot with search is one of the things lacking in iOS 18 or the forthcoming iOS 26 platforms, which is convincing users that Apple is far behind in the AI race.
Gurman also states that the new team is led by Robby Walker, who has previously worked on Siri but lost control of it due to the delay of updated AI features. Considering the company just began working on the new utilities, it will take a while before the final product is ready to be released to the public. Moreover, Apple’s entry into the AI Search experience could push other companies to offer their own rendition of the technology. What are your views on Apple launching its own AI-powered search experience similar to ChatGPT? Let us know your thoughts in the comments.
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