Hey, Siri! Let's Talk About How Apple Is Giving You An AI Makeover

Each June, Apple unveils its newest software features for the iPhone at its futuristic Silicon Valley campus. But at its annual developer conference on Monday, the company will shine a spotlight on a feature that isn't new: Siri, its talking assistant, which has been around for more than a decade.

- TRIPP MICKLE

What will be different this time is the technology powering Siri: generative artificial intelligence (AI).

In recent months, Adrian Perica, Apple's vice president of corporate development, has helped spearhead an effort to bring generative AI to the masses, said two people with knowledge of the work, who asked for anonymity because of the sensitivity of the effort.

Perica and his colleagues have talked with leading AI companies, including Google and OpenAI, seeking a partner to help Apple deliver generative AI across its business. Apple recently struck a deal with OpenAI, which makes the ChatGPT chatbot, to fold its technology into the iPhone, two people familiar with the agreement said. It was still in talks with Google as of last week, two people familiar with the conversations said.

That has helped lead to a more conversational and versatile version of Siri, which will be shown today, three people familiar with the company said. Siri will be powered by a generative AI system developed by Apple, which will allow the talking assistant to chat rather than just respond to one question at a time. Apple will market its new AI capabilities as Apple Intelligence.