Apple to Ramp Up Generative AI Research With New Hires and Investment

Apple wants to hire more staff to work on artificial intelligence in the United Kingdom, CEO Tim Cook today said (via BBC News).

hey siri banner apple
Cook reaffirmed that Apple is actively researching generative AI technology, and said that he expects Apple's investment in the UK and AI to increase. He also highlighted how AI is already behind several features on Apple devices, such as Fall Detection, Crash Detection, and iOS 17's predictive autocorrect.

Apple is believed to now be spending millions of dollars a day on conversational AI research. The company is reportedly working on a chatbot tool that some engineers have dubbed "Apple GPT" to rival OpenAI's ChatGPT.

Cook is currently visiting the UK following trips to several other countries in Europe. Yesterday, he visited St. Mary's Primary School and Apple's new store in Battersea Power Station. Earlier today, he met the Prince and Princess of Wales.

The move to hire more staff appears to come in contrast to widespread redundancies at big tech companies. Yesterday, it emerged that Epic Games is laying off over 800 employees.

Top Rated Comments

HobeSoundDarryl Avatar
7 months ago
“I don’t know what you mean by smarter and more useful. Here’s what I found on the web…” ?
Score: 39 Votes (Like | Disagree)
klasma Avatar
7 months ago

How about making Siri smarter and more useful ??
“Still on it…”

“Hmm, something went wrong.”

…is what probably happened.
Score: 13 Votes (Like | Disagree)
Tripps9000 Avatar
7 months ago
How about making Siri smarter and more useful ??
Score: 12 Votes (Like | Disagree)
MacProFCP Avatar
7 months ago
My experience is that Siri if far worse now than it’s been in years. I mean Siri is getting the basics wrong all the time now:

“Hey Siri, what’s the weather like today?”

“Here’s some information on Floyd Mayweather.”
Score: 11 Votes (Like | Disagree)
StudioMacs Avatar
7 months ago
Considering Apple has been ahead of the curve using AI (by a different name) for years on things like the cameras and photos app, it’s interesting that most of the comments people make are about Siri. Yes, AI can make conversation with bored people, but there are more uses than asking Siri trivia questions.
Score: 10 Votes (Like | Disagree)
citysnaps Avatar
7 months ago

Apple is as usual late to the show.
Yeah... as usual... while the company continues to luck into being one of the most successful tech companies in the world with around a billion active customers.
Score: 7 Votes (Like | Disagree)

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