Apple is investing a lot in generative AI but ‘responsibly’, says CEO Tim Cook

During Apple’s fiscal fourth-quarter 2023 earnings call, CEO Tim Cook discussed the company’s investment in generative AI, a type of artificial intelligence that can create new content, such as text, images, and code.

Cook said that Apple is “investing a lot” in generative AI, but that the company is doing so “responsibly.” He explained that Apple is focused on developing generative AI technologies that are “aligned with our values” and that are “used for good.”

The Apple CEO did not provide any specific details about Apple’s generative AI plans, but he did say that the company is looking to use AI to improve its existing products and services. “You will see product advancements over time where those technologies are at the heart of them,” he told investors.

In an earlier interview, Cook also said that Apple is interested in exploring new ways to use AI to help people.

“We believe that AI has the potential to make people’s lives better in many ways,” Cook said. “We’re investing in generative AI to help us achieve that goal.”

Google, Microsoft investing heavily

Cook’s comments about generative AI come as the technology is gaining increasing attention from tech companies. Google, Microsoft, and Amazon have all invested heavily in generative AI, and they have already released a number of products and features that use this technology.

Apple, on the other hand, has been relatively quiet about its generative AI plans. However, the company has made a number of key hires in this area in recent months, suggesting that it is serious about developing its generative AI capabilities.

Apple could use generative AI to make Siri more intelligent and conversational. For example, Siri could be used to generate personalized responses to user queries, or to create new stories and poems. Apple could also use generative AI to make Apple Music more personalized and discovery-friendly. For example, AI could be used to generate custom playlists for users, or to recommend new music that users are likely to enjoy.