Baku, June 11, AZERTAC

Apple has jumped into the race to bring generative artificial intelligence to the masses, spotlighting a slew of features Monday designed to soup up the iPhone, iPad and Mac, according to AP.

And in a move befitting a company known for its marketing prowess, the AI technology coming as part of free software updates later this year is being billed as “Apple Intelligence.”

Even as it tried to put its own stamp on technology’s hottest area, Apple tacitly acknowledged during its World Wide Developers Conference that it needs help catching up with companies like Microsoft and Google, which have emerged as the early leaders in AI. Apple is leaning on ChatGPT, made by the San Francisco startup OpenAI, to make its often-bumbling virtual assistant Siri smarter and more helpful.

“All of this goes beyond artificial intelligence, it’s personal intelligence, and it is the next big step for Apple,” CEO Tim Cook said.

Siri’s optional gateway to ChatGPT will be free to all iPhone users and made available on other Apple products once the option is baked into the next generation of Apple’s operating systems. ChatGPT subscribers are supposed to be able to easily sync their existing accounts when using the iPhone, and should get more advanced features than free users would.

To herald the alliance with Apple, OpenAI CEO Sam Altman sat in the front row of the packed conference, which was attended by developers from more than 60 countries.

“Together with Apple, we’re making it easier for people to benefit from what AI can offer,” Altman said in a statement.

Beyond allowing Siri to tap into ChatGPT’s storehouse of knowledge, Apple is giving its 13-year-old virtual assistant an extensive makeover designed to make it more personable and versatile, even as it currently fields about 1.5 billion queries a day.

When Apple releases free updates to the software powering the iPhone and its other products this fall, Siri will signal its presence with flashing lights along the edges of the display screen. It will be able to handle hundreds of more tasks — including chores that may require tapping into third-party devices — than it can now, based on Monday’s presentations.