Apple (AAPL, Financials) assembled a dedicated team to develop an in-house AI chatbot, Bloomberg reported Sunday. The Answers, Knowledge and Information unit, formed earlier this year, is working on a stripped-down ChatGPT-like model that could power a standalone app and enhance Siri, Spotlight and Safari search functions.
The company’s pivot marks a change from its 2024 decision to integrate OpenAI’s technology into Siri rather than build its own. Bloomberg said the group is led by Robby Walker, former Siri chief, and is hiring engineers with search algorithm and engine development expertise.
Apple’s AI push follows delays to its upgraded Siri rollout, now expected in the coming year. On its third-quarter earnings call, CEO Tim Cook said Apple is open to acquisitions to accelerate its AI roadmap. The company’s not first, but best approach underscores its strategy to enter the AI race on its own terms; however, competitive pressure from Microsoft, Google and OpenAI is intensifying.
Investors will watch for product announcements tied to Apple Intelligence and the company’s broader AI ecosystem.
This article first appeared on GuruFocus.