CEO Tim Cook says Apple will reveal generative AI plans later this year


Apple plans to reveal more about its plans to use generative artificial intelligence later this year, Chief Executive Tim Cook said during the company's annual shareholder meeting on Wednesday.

Cook said the iPhone maker “sees the potential for incredible success for generative AI, which is why we are currently making significant investments in the area. We believe that when it comes to improving productivity, troubleshooting, and more.” This will unlock transformative opportunities for users when it comes to this.”

Apple has been slow to roll out generative AI, which can generate human-like responses to written prompts, compared to rivals like Microsoft and Alphabet's Google, which are weaving them into products.

On Wednesday, Cook argued that AI is already at work behind the scenes in Apple's products, but said there would be more news on explicit AI features later this year. Bloomberg previously reported that Apple plans to use AI to improve the ability to search through data stored on devices.

Cook said, “Every Mac powered by Apple Silicon is an exceptionally capable AI machine. In fact, there is no better computer on the market today for AI.”

Apple shareholders on Wednesday rejected a measure that would have called for the company to disclose more information about how it uses artificial intelligence in its business and what its ethical guidelines are for the technology. .

The proposal, which did not pass but won with 37.5 percent of the votes cast, was put forward by the pension trust of the AFL-CIO, the largest US labor union federation, which has also proposed AI measures at other technology companies.

“Compared to other leading technology companies, Apple has lagged behind in disclosing ethical guidelines regarding the use of artificial intelligence,” Brandon Reese, AFL-CIO's deputy director of corporations and capital markets, said in the statement. We hope Apple will enhance its disclosure practices on this important issue to investors and other stakeholders.”

A similar proposal will be heard at Walt Disney's annual meeting in April.

At Apple, the AFL-CIO asked for a report on the company's “use of AI in its business operations and disclosure of any ethical guidelines the company has adopted regarding its use of AI technology.”

In its supporting statement in Apple's proxy materials, the AFL-CIO wrote that “AI systems should not be trained on copyrighted works, or the voices, likenesses, and performances of professional artists, without transparency, consent, and compensation to creators and rights holders.” should be done.”

Apple opposed the measure, saying the disclosures could impact its strategy as it competes against rivals in the fast-moving AI field.

© Thomson Reuters 2024

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