The media reported that Apple has begun to implement the practice of using its own chatbot based on artificial intelligence to provide assistance to company employees.

Insider details available to the media state that the technology giant uses a chatbot to help employees solve several tasks, including summarizing the content of text materials, answering queries based on data arrays used to train digital intelligence, and creating prototypes of functions that do not yet exist.

There is also information that Tim Cook’s company is currently exploring the possibility of introducing other AI use cases within corporate processes that do not concern the general consumer space. One of the scenarios for the application of machine intelligence is the integration of advanced technology into the AppleCare support service in order to assist customers in solving technical problems.

Last week, the media reported that the iPhone manufacturer is working on its own artificial intelligence tools while leaving this activity in the zone of trade secrets.

Tech giants such as Google, Meta, and Microsoft are currently actively involved in a process that can be described as an AI race. Against this background, Apple adheres to a strategy of restrained actions and statements. At the same time, according to insider information, this does not mean that the company is not making any efforts related to the new generation of technology.

Apple CEO Tim Cook May, during the brand’s earnings report, urged other firms to be careful when introducing digital intelligence into products. At the same time, he noted that the potential of AI is huge. Separately, Tim Cook stressed that his company will exercise maximum caution when introducing machine intelligence into its products. The firm has already integrated AI into the iPhone and Apple Watch with a crash and fall detection technology.

Experts say that the tech giant may not be able to compete in the field of artificial intelligence because of its approach to privacy and user data, and because of the closed corporate ecosystem. This position will attract customers, but in the sphere of high technology, it will become an obstacle to active development. At the same time, this is just an assumption that is based on the current state of affairs in the AI industry and does not take into account possible future changes in the area.

According to experts, the winners in the artificial intelligence race will be those companies that develop new models of artificial intelligence, integrate advanced technology into Internet search systems, and ensure the monetization of this conversion. This strategy is most relevant for Google and Amazon, given the scale of these platforms.

If Apple continues to implement the current strategy, it may come to the situation that its technological system will exist in the space of a smartphone of this brand, a mobile operating system, and an App Store, where there are currently many GPT applications for third-party developers.

Industry research shows that 70% of business leaders believe that generative artificial intelligence will have the greatest impact on commercial processes, logistics, and marketing. Experts say that AI developers should clearly define the use case for their products, and not just act within the framework of generalized tactics determined by common trends.

Corcentric CEO Matt Clark says that firms should consider the transformation of their processes under the influence of new-generation technologies through the prism of the concept of variable intensity movement, which provides for different speeds of implementation of innovative solutions and denies unreasonable haste.