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Apple takes a slice of the AI pie, unveils new intelligence system

Apple takes a slice of the AI pie, unveils new intelligence system

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Tech giant Apple has joined the artificial intelligence (AI) race, taking a slice of the pie from early industry players such as Microsoft and Google. Earlier at the brand's World Wide Developers Conference, Apple CEO Tim Cook unveiled the brand's personal intelligence system for iPhone, iPad and Mac called 'Apple Intelligence'. 

Apple Intelligence harnesses the power of Apple silicon to understand and create language and images, take action across apps and draw from personal context to simplify and accelerate everyday tasks.

“We’re thrilled to introduce a new chapter in Apple innovation. Apple Intelligence will transform what users can do with our products and what our products can do for our users,” said Cook.

Don't miss: Why an Apple store is never just a store. Its a win for Malaysia 

“Our unique approach combines generative AI with a user’s personal context to deliver truly helpful intelligence. It can access that information in a completely private and secure way to help users do the things that matter most to them," added Cook. "This is AI as only Apple can deliver it, and we can’t wait for users to experience what it can do." 

With Apple Intelligence, Apple users can rewrite, proofread and summarise text in Apple's Mail, Notes and Pages apps, as well as third-party apps. They can also record, transcribe and summarise audio on the Notes and Phone apps.

In addition, users can create images from choosing three styles: animation, illustration or sketch through Apple Intelligence's 'Image Playground'. Image Playground is built right into apps including Messages and is available via a dedicated app. 

New features were also unveiled such as the ability to search for specific photos and the ability to remove distracting objects in the background of a photo without altering the subject. 

Siri has also received an update thanks to Apple Intelligence. With Apple Intelligence, Siri will be able to follow along if users stumble over words and maintain context from one request to the next. Additionally, users can type to Siri and learn from Siri. 

Beyond these features, Apple is also integrating ChatGPT access into experiences within iOS 18, iPadOS 18 and macOS Sequoia. 

With this new integration, Siri can tap into ChatGPT's expertise. On top of that, ChatGPT will help users generate content for anything they are writing about and generate images in a wide variety of styles. ChatGPT will come to iOS 18, iPadOS 18 and macOS Sequoia later in the year, powered by GPT-4o. 

GPT-4o was unveiled earlier in May this year. The new model will be capable of realistic voice conversation and can interact across audio, visual and text in real time.

In a statement by OpenAI, GPT-4o is able to accept any combination of text, audio and image as input and generate any combination of text, audio, and image outputs. 

In addition, it can respond to audio inputs in as little as 232 milliseconds, with an average of 320 milliseconds, which is similar to human response time in a conversation, said OpenAI.

GPT-4o is also able to understand over 20 languages including different language families such as gujarati, telugu and marathi. 

The new AI model has safety built-in, through techniques such as filtering training data and refining the model’s behaviour through post-training. A new safety system was also created to provide guardrails on voice outputs.

Join us on 12 June 2024 for an exciting experience as Content360 makes its debut in Malaysia! Brace yourself to join the crème de la crème of the content marketing industry hailing from across the region. Immerse yourself in a dynamic atmosphere, and uncover the latest trends with thought leaders and solution providers from the realm of content.

Related articles:  
Apple apologises for iPad Pro 'Crush' ad  
Apple to invest more than US$250M to expand SG campus  
OpenAI forms safety and security committee as it starts training new AI model 

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