Apple to Drastically Revamp Siri to Catch Up With Competitors

Written by Camilla Jessen

May.14 - 2024 6:21 PM CET

Everyone knows Siri, but she is set to undergo changes as competitors have overtaken Apple.

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Apple is set for an overhaul of its virtual assistant, Siri, as it faces increasing challenges from advanced AI technologies developed by competitors like OpenAI's ChatGPT.

Since its launch in 2011, Siri has been a pioneer in the virtual assistant space. But it has struggled to keep pace with the rapid advancements in conversational AI, which can handle complex dialogues and tasks more efficiently.

A source close to Apple stated, "Siri has been limited to handling simple queries and often struggles to understand user intentions." The limitations has pushed Apple to reevaluate its strategy after experimenting with emerging AI technologies such as ChatGPT.

"Siri appeared outdated compared to the new AI technologies, which can write poetry, generate code, and manage in-depth conversations."

This realization has triggered the most substantial restructuring of Siri and potentially Apple's entire software division in over a decade.

Focus on Generative AI

The upcoming update is expected to transform Siri from a reactive assistant handling individual requests to one capable of engaging in conversations and integrating more advanced AI features.

"The new version of Siri will revolutionize how we interact with our devices, with capabilities extending across productivity and personal assistance," added the Apple source.

Anticipation for WWDC

Apple is anticipated to unveil more details about the upgraded Siri and other AI initiatives at their Worldwide Developers Conference on June 10.

"The new generative AI platform will be the cornerstone of the next generation of Siri," the source concluded.

With this pivotal update, Apple aims to ensure that Siri can not only compete with today's AI-driven assistants but also define the future of human-machine interaction.

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