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    Published on October 25, 2023 last updated on October 25, 2023

    Apple to now invest in GenAI

    Generative AI, shortened to GenAI, is a subset of Artificial Intelligence with the ability to create text, images, or various forms of media using generative models. These models leverage training data to identify patterns and are able to produce new data with comparable attributes.

    The embrace of generative AI by search engines like Google and Bing is expected to transform online search and potentially disrupt the $68 billion search engine optimization (SEO) industry. Generative AI tools, such as ChatGPT, are designed to provide users with detailed answers to their queries, eliminating the need to click through search result listings. 

    Apple is responding to the AI advancements in the technology industry with plans to integrate generative AI into its range of devices. The company had initially lagged behind as competitors like OpenAI's ChatGPT, Google, and Microsoft rolled out generative AI features in their products. Apple has since been rumored to develop its own large language model, Ajax, and an internal chatbot named "Apple GPT" to explore the technology. 

    CEO Tim Cook acknowledged the need to catch up in the AI field, and Apple's senior vice presidents, John Giannandrea and Craig Federighi, are leading the effort, allocating around $1 billion annually for this initiative. 

    “We’ve been doing research across a wide range of AI technologies, including generative AI, for years. We’re going to continue investing and innovating and responsibly advancing our products with these technologies to help enrich people’s lives. Obviously, we’re investing a lot, and it is showing up in the R&D spending that you’re looking at.”

    -Tim Cook, CEO of Apple (Source: Apple Magazine)

    The focus is on enhancing Siri, integrating AI into iOS, and aiding app developers with generative AI. The move to incorporate generative AI is crucial, as it's expected to shape the future of computing. Apple spent $22.61 billion in 2023 on R&D, which is reportedly about $3.12 billion higher than the previous year. Apple has released products with advanced machine-learning models, including the iPhone camera and Siri. Apple’s iOS 17 update has integrated a transformer language model into autocorrect. 

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    avatar Jivika Lillaney

    Jivika Lillaney

    Content writer at Didomi. I am a digital creator who loves to explore the world and tick off things on my bucket list!