Quick overview

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Apple intends to increase competition with OpenAI and Perplexity AI  by releasing its own AI-powered web search tool the following year. According to people familiar with the situation, the company is developing a new system that will be incorporated into the Siri voice assistant.

 

This system is internally referred to as World Knowledge Answers. Apple also plans to integrate the technology into Spotlight, which is used to search from the iPhone home screen, and its Safari web browser. According to people who asked not to be named because the plans have not been made public, Apple plans to launch the service, which some executives have referred to as an “answer engine,” in the spring as part of a long-delayed update to Siri.

The goal is to turn Siri and Apple’s operating systems into destinations for users to search the internet for information, much like ChatGPT, Google Search’s AI Overviews, and a plethora of new apps. Large language models, or LLMs, are a crucial piece of technology that support generative AI and will be used in this approach. Alphabet Inc. may provide some of the underlying technology with the new Siri. Google has long been an Apple partner for internet searches.

The people said that the companies formally agreed this week for Apple to test and assess an AI model created by Google to power the voice assistant.

Apple’s new search experience will combine text, images, video, and local points of interest into its interface. Additionally, it will provide an AI-powered summarization system that will yield more accurate and quickly digestible results than the current Siri