Apple is making significant strides in the AI landscape, moving beyond its current reliance on ChatGPT for Siri. Reports indicate the company is developing its own AI-powered search tool, potentially challenging the likes of ChatGPT and Gemini. Apple has formed a dedicated team named Answers, Knowledge, and Information (AKI), led by former Siri executive Robby Walker. This team aims to create a smarter “answer engine” that enhances how Siri, Spotlight, and Safari function, with a standalone app also under consideration. This initiative is timely, given the potential risk to Apple’s Google partnership amid an ongoing US antitrust investigation. Users increasingly seek advanced AI-driven interactions, making Apple’s move critical as it aims to strengthen its position in the evolving tech landscape. Though still in the early stages, Apple is poised to compete more aggressively in the AI search realm, signaling a pivotal shift in its strategic direction.
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