Apple top brass on AI: ‘Integrated into the experience, intuitive, informed by your personal context’

The larger message from Apple’s AI strategy unveiled at WWDC this week focuses on tools that solve actual user problems. Apple, which has been quiet on AI all along, has with the first draft of its vision tried to make artificial intelligence itself less annoying.

“I think when we consider what it means for artificial intelligence to be truly useful, it has to be centered on you. We believe AI’s role is not to replace our users but to empower them,” Craig Federighi, Apple’s senior vice-president of software engineering, said at a briefing after the WWDC keynote presentation.