Apple intensifies focus on GenAI, redirecting resources and investing heavily

TechCrunch February 28, 2024, 11:00 PM UTC

Summary: Apple CEO Tim Cook announced at the annual shareholders meeting that the company will "break new ground" in GenAI this year. Apple has redirected staff from its EV project to GenAI initiatives. The company plans to upgrade Siri and Spotlight with GenAI models and is exploring AI-powered features for Keynote, Apple Music, and Xcode. Apple has also published open source models and tools for GenAI-powered software. Apple is intensifying its focus on GenAI, with reports of a $1 billion annual investment.

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