In 2024, Apple is moving up a gear in the field of artificial intelligence (AI), an ultra-competitive sector monopolized by tech giants. Aware of its delay in intelligent assistants and conversational models, the Californian giant is pulling out all the stops to once again become a leader in consumer AI.
Apple lagging behind on conversational AI
The observation is implacable: despite its colossal resources, Apple has fallen behind in the field of intelligent conversational agents. While Google Assistant has established itself as the preferred interlocutor for users, innovations from Amazon’s Alexa abound, and OpenAI’s ChatGPT created a sensation, Siri seems to be lagging behind.
Launched with great fanfare in 2011, Apple’s voice assistant struggles to have natural conversations and shows room for improvement in understanding complex requests. Progress exists, but is slow compared to the frenetic speed of innovation that characterizes the sector.
Bard’s bitter setback at the start of 2022, supposed to rival ChatGPT but multiplying gross errors, symbolized this delay. Especially since Google, Meta and Microsoft are making announcements in conversational AI, widening the gap with Apple. Pressure is mounting on the Cupertino giant.
Apple goes on the offensive on all fronts
Apple’s response was not long in coming. From 2023, the Apple brand is increasing its acquisitions of startups specializing in AI to strengthen its teams. It also poaches AI experts from its competitors with sky-high salaries. Objective: catch up in machine learning.
Above all, at the start of 2024, Apple would be working on a tool allowing to animate images thanks to AI, from a simple written description. The tool in question would be called Keyframer and will be available very soon. Coupled with the capabilities of iPhone and iPad, these intelligent assistants intend to step into the footsteps of market leaders.
The icing on the cake is that the new version of Siri impresses with its spectacular progress, with more natural and complex exchanges.
AI, a risky but unavoidable bet
Some analysts are concerned that these massive investments in a highly competitive field could weigh on Apple’s already under pressure margins. But the AI bet seems essential to stay in the race of the tech giants.
To stay at the top, Apple has no choice but to invest massively in this sector of the future, even if it means taking risks. Its ability to bounce back into AI will be crucial to dominating the tech of tomorrow. Suspense…
In 2024, Apple has no choice: it must regain control of artificial intelligence or risk being ruled by the big names in the sector. His all-out counterattack testifies to this awareness. But there is still a long way to go to become a leader in consumer AI again. With its colossal resources, Apple has nevertheless proven in the past that it should never be buried too quickly.
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