Apple's Siri May Use OpenAI

Apple Considers OpenAI for Siri AI Enhancements

Apple is exploring the integration of OpenAI or Anthropic's AI models into Siri, marking a significant shift in its AI strategy. According to Bloomberg, this move comes as Apple faces challenges in developing its own large language model (LLM) for Siri, leading the company to evaluate external options to enhance its virtual assistant.

The report, sourced from Bloomberg's Mark Gurman, reveals that Apple has approached both OpenAI and Anthropic to create versions of their AI models for testing on Apple's private cloud infrastructure. This step underscores Apple's determination to improve Siri's capabilities, especially after months of delays in its in-house LLM development.

Delays and Leadership Changes

Apple's efforts to upgrade Siri with advanced AI capabilities have encountered setbacks. The launch of an improved LLM-powered Siri, initially planned for March, was postponed. Following this delay, Mike Rockwell, who heads Apple's Vision Pro division, was appointed to lead the AI and Siri teams, replacing John Giannandrea, who reportedly faced criticism from CEO Tim Cook.

Under Rockwell's leadership, Apple has been actively testing third-party AI models, including Anthropic's Claude, OpenAI's ChatGPT, and Google's Gemini. These tests aim to determine which model performs best in handling basic user requests compared to Apple's existing AI technologies.

Third-Party AI Integration

The decision to explore third-party AI models reflects Apple's growing interest in leveraging external expertise to bolster Siri's capabilities. Bloomberg notes that Anthropic's Claude has shown promising results in early tests, positioning it as a strong contender for integration. Additionally, Apple is reportedly close to finalizing a deal with Perplexity, a company that has already partnered with Motorola.

This potential partnership with Perplexity aligns with Apple's broader AI ambitions. Earlier this month, Bloomberg reported that Apple executives had considered acquiring Perplexity to strengthen its AI portfolio. Such a move would allow Apple to incorporate advanced AI features into Siri, enhancing its performance and user experience.

Industry Context and Future Plans

Apple's exploration of third-party AI models for Siri is part of a wider industry trend. Google has already integrated its Gemini AI features into Android and its Pixel devices, while Samsung licenses Google's AI models for its smartphones. These developments highlight the increasing competition among tech giants to offer superior AI-driven experiences.

Despite these advancements, Apple remains cautious about fully committing to third-party AI integration. Greg Joswiak, Apple's Senior Vice President of Worldwide Marketing, stated that the technology for the new LLM Siri did not meet the company's quality standards. This sentiment was echoed at Apple's Worldwide Developers Conference, where the upgraded LLM Siri was notably absent from the announcements.

As Apple continues to evaluate its options, Bloomberg emphasizes that the plans to incorporate third-party AI models into Siri are still in the early stages. The company is also considering the possibility of relying on its in-house AI models, underscoring its commitment to maintaining high standards for Siri's performance and user experience.