Language models in consumer tech

This move is designed to ensure better user experience & privacy

APPLE PLANS TO bring generative AI to its devices by late 2024, joining Samsung and Google in incorporating AI features powered by their own language models. This shift from cloud data centres to embedding large language models (LLMs) directly into consumer and edge devices has ignited a competitive race, drawing significant attention and investment.

The move towards on-device LLMs, or GenAI, represents a notable step towards user-centric innovation. But what factors are fuelling this shift? Let's explore the driving forces behind it.

Privacy and security: Ondevice LLMs allows sensitive data to remain on the device, reducing the risk of data breaches or unauthorised access. This is important for applications that deal with personal or confidential information, giving users greater control over their personal information, setting a new standard for privacy assurance in the digital age.