Apple Inc. is making a quiet but significant move to challenge the likes of OpenAI Inc., Alphabet Inc.'s Google, and others in the field of artificial intelligence. While Apple has not yet devised a clear strategy for bringing this technology to consumers, it has been working on its own framework called "Ajax" to develop large language models — the foundation of popular AI tools like ChatGPT and Google's Bard.
The company has also created an internal chatbot service referred to as "Apple GPT," which utilizes the Ajax framework. Over the past few months, multiple teams at Apple have collaborated on this AI project, with a particular focus on addressing potential privacy concerns tied to the technology.
The news of Apple's AI efforts has had a positive impact on its stock, which reached a record high of $198.23 following the Bloomberg report. Meanwhile, Microsoft, the main backer of OpenAI, experienced a slight dip of about 1% on the news.
Apple has been somewhat left behind in the race to develop generative AI tools, such as ChatGPT and Google Bard, which have gained significant attention in recent times. Apple's primary AI product, Siri, has stagnated in recent years, but the company has been successful in implementing AI features in other areas like photos and search on the iPhone. Additionally, a smarter version of auto-correct is expected to be introduced this year.
CEO Tim Cook has acknowledged the potential of AI but has also highlighted the need to address various issues before fully embracing it. While Cook has hinted at integrating AI into more Apple products on a "thoughtful basis," the company has yet to make any major moves in this direction.
Recognizing the significant shift in how devices operate, Apple has taken steps to establish a strong foundation for AI services with its Ajax framework. This has already led to AI-related enhancements in search, Siri, and maps. Additionally, Apple has created an internal ChatGPT-style tool using Ajax, which is currently used for product prototyping and assisting employees with summarizing texts and answering questions.
Although Apple's AI tool is comparable to Bard, ChatGPT, and Bing AI, it does not possess any unique features or technology. It is not intended for public consumption and currently remains an internal tool with certain limitations. However, Apple is actively working on improving the underlying models.
The company is now focused on determining the consumer angle for generative AI and is working on several related initiatives. These efforts include collaboration between its AI and software engineering teams, as well as its cloud services engineering team, to provide the necessary infrastructure for any significant AI-related features. While Apple currently lacks a concrete plan, insiders believe the company may announce a significant AI-related development next year.
Leading the AI efforts at Apple are John Giannandrea, the head of machine learning and AI, and Craig Federighi, the top software engineering executive. However, there seems to be some division within the company regarding the approach to AI. Giannandrea prefers a more conservative approach, observing the progress of others before making any major moves. In fact, Apple conducted a corporate trial of OpenAI's technology, contemplating a larger contract with the company.
Apple's Ajax system is built on top of Google Jax, using Google Cloud alongside its own infrastructure and Amazon Web Services (AWS).
To further enhance its AI capabilities, Apple is actively recruiting experts in generative AI, seeking engineers with a strong understanding of large language models and generative AI. The company aims to apply this technology to enhance communication, content creation, connectivity, and media consumption on its devices.
One potential integration for Apple's large language models could be within Siri, enabling the voice assistant to perform a broader range of tasks on behalf of users. Despite being one of the first voice assistants on the market, Siri has lagged behind its competitors. However, Apple's future electric car is set to utilize AI to power self-driving capabilities, promising exciting developments in the field of AI.
Apple has shared its vision for AI, acknowledging its potential and the need for regulation to address concerns such as bias and misinformation. While Apple's AI efforts have not resulted in many high-profile features, initiatives like the health coaching service codenamed Quartz and the integration of AI into its electric car could potentially put the company at the forefront of AI innovation.