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For many years, AI has been seeing massive growth in its implementation into everyday tasks to business processes. AI is utilized for a range of functions varying from writing short paragraphs and essays to generating visualizations all from a simple description. According to McKinsey and Company’s article “The state of AI in early 2024”, a 2024 survey they conducted resulted in 72% of respondents’ organizations having adopted AI into their systems, which was a 12% increase over the past year. In a business setting, AI has the potential to automate tasks, analyze data, and enhance decision-making. Apple, a leading company in the technology industry, saw an innovative opportunity to incorporate AI into its current popular technology.
On June 10th, Apple introduced Apple Intelligence, an intelligence system implemented within Apple’s current technologies that combines the power of generative models with personal data to transform the way users can interact with their iPhone, iPad, or MacBook. As a whole, Apple Intelligence’s implementation uses ChatGPT from OpenAI to understand and create language and images, perform actions across apps, and simplify and enhance everyday tasks.
One of its notable features, Writing Tools, assists users with writing any form of text from notes to emails. With enhanced language capabilities, users can leverage tools such as Proofread and Rewrite which suggest adjustments that can be made to user text grammar and format. Apple also provides users with options to adjust their tone of speech through its Friendly, Professional, and Concise options. Summarize allows users access to a recap version of lectures or group threads so the most important information is captured and presented succinctly. Writing Tools can decrease the time users spend writing an email and ensure that their message is conveyed the best it can. Features extend to analyze audio such as phone calls or voice recordings to transcribe or summarize verbal content.
The development of AI-generated images enhances users' visual experience with Apple’s technology. Image Playground allows users to create original images in seconds with a short description, allowing users to interact with these images and make preferred adjustments. Their Image Wand feature transforms users’ sketches into real-life images providing an accurate AI-generated visual through analyzing the content provided. There are many other image-related additions such as Memory Movie, which creates personalized videos based on the user’s photos and videos as well as Clean Up, which removes background objects from photos, and quickens and automates everyday tasks users perform.
However, AI comes with concerns about data privacy and security. A study conducted by KPMG in January 2024 exploring users’ comfortability with their personal data being utilized in AI stated that about 63% of consumers were “concerned” about the potential of AI exposing this information to unauthorized sources. Another recent survey by the Pew Research Center resulted in 81% of consumers believing that their data would be used in ways other than intended. Apple recognizes this issue as their AI strategy hones into providing security and privacy to their users. Apple Intelligence utilizes large amounts of user data, but they have emphasized that any personal data collected would not be accessible to anyone including Apple themselves. They developed private cloud storage where they drive their analytics and insights on larger server-based models.
Overall, Apple Intelligence unlocks potential within the technology industry by utilizing the widely use AI application, ChatGPT, within many of their new products’ features. It revolutionizes the way users interact with their hand-held technology as the use of AI will provide users with a personalized, convenient, valuable, and secure experience.
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