Apple plans to smarten up Siri with generative AI infusion
A new report suggests that Apple’s Siri virtual assistant is undergoing a major revamp with the integration of generative AI.
According to The New York Times, Apple is set to introduce generative AI to enhance its virtual assistant. The decision reportedly stemmed from two Apple executives extensively testing ChatGPT, leading to the realization that Siri was lagging behind in performance.
MacDailyNews Take: That they needed to extensively test ChatGPT to realize that freakin’ Siri is a laggard speaks volumes.
This move signifies a significant revamp for the Apple’s virtual assistant, which has faced criticism for its stagnant nature, frequent misunderstandings of spoken queries, and penchant for resorting to displaying webpages with loosely related information.
Tripp Mickle, Brian X. Chen, and Cade Metz for The New York Times:
Apple’s top software executives decided early last year that Siri, the company’s virtual assistant, needed a brain transplant.
The decision came after the executives Craig Federighi and John Giannandrea spent weeks testing OpenAI’s new chatbot, ChatGPT. The product’s use of generative artificial intelligence, which can write poetry, create computer code and answer complex questions, made Siri look antiquated, said two people familiar with the company’s work, who didn’t have permission to speak publicly.
MacDailyNews Take: Here on Planet Reality, everyone and their mom knew Siri was antiquated at least half a decade ago. Welcome to Reality, Craig and John!
BTW:
Apple pays and has been paying John Giannandrea, Senior Vice President of Machine Learning and AI Strategy, millions upon millions of dollars for years. WTF of any import does he really do? WTF of any import has he really delivered? Have you used Siri lately? Yup, it’s still a steaming pile of dogshit.
Where’s Apple’s generative AI, John? “Too hard; too late; look for partners; gimme my paycheck and stock options.” AAPL shareholders need to start asking real questions of these executives, especially those who are supposed in charge of Apple’s “AI Strategy,” when the company clearly has none. How about some accountability for once? – MacDailyNews, March 18, 2024
Mickle, Chen, and Metz continue:
The realization that new technology had leapfrogged Siri set in motion the tech giant’s most significant reorganization in more than a decade. Determined to catch up in the tech industry’s A.I. race, Apple has made generative A.I. a tent pole project — the company’s special, internal label that it uses to organize employees around once-in-a-decade initiatives.
Apple is expected to show off its A.I. work at its annual developers conference on June 10 when it releases an improved Siri that is more conversational and versatile, according to three people familiar with the company’s work, who didn’t have permission to speak publicly. Siri’s underlying technology will include a new generative A.I. system that will allow it to chat rather than respond to questions one at a time.
The update to Siri is at the forefront of a broader effort to embrace generative A.I. across Apple’s business. The company is also increasing the memory in this year’s iPhones to support its new Siri capabilities. And it has discussed licensing complementary A.I. models that power chatbots from several companies, including Google, Cohere, and OpenAI.
That sense of urgency contributed to Apple’s decision to cancel its other big bet — a $10 billion project to develop a self-driving car — and reassign hundreds of engineers to work on A.I.
MacDailyNews Take: Panic at the disco!
Mickle, Chen, and Metz continue:
[F]or the past decade, Apple has struggled to develop a comprehensive A.I. strategy, and Siri has not had major improvements since its introduction. The assistant’s struggles blunted the appeal of the company’s HomePod smart speaker because it couldn’t consistently perform simple tasks like fulfilling a song request…
Apple has also struggled to recruit and retain leading A.I. researchers. Over the years, it has acquired A.I. companies led by leaders in the field, but they all left after a few years.
MacDailyNews Take: ‘Tis a heavy cross to bear, always being right 😘, but we do it for you, dear readers!
As we explained in early April:
Apple was caught flat-footed, due to a lack of vision on the part of leadership. They were, uh, focused elsewhere. Apple’s traditional data center network is not fit for generative AI. It will take years and billions of dollars to catch up just to where GenAI leaders (OpenAI, Microsoft, Alphabet, etc.) are today.
So, the only solution is to partner with a [Google, OpenAI, Baidu, etc.] for the real GenAI stuff while pretending (marketing) really hard that some on-device AI Apple has whipped up in a few months is “insanely great Apple innovation” that’s at the heart of Apple’s 2024’s AI announcements when it’s really just an adjunct… Watch Apple make a big show of its on-device AI at WWDC and run many ads touting it from June onwards.
Apple hopes to buy time for the data center buildouts and investments that will be required for them to someday own their own AI technology and not have to license it from the likes of [Google, OpenAI, Baidu, etc.].
This is what happens after a decade plus with a caretaker CEO at the helm after he hits the last page of his iteration playbook, yet attempts to stay in the game for too long.
See also:
• Work on Apple Vision Pro began under Steve Jobs – August 23, 2023
• Contrary to popular belief, Steve Jobs knew about Apple Watch – February 13, 2023
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