ChatGPT effect: Tim Cook also affected by the phenomenon

• Tim Cook discussed artificial intelligence in an interview
• The CEO remains vague, but echoes other projects in the field at Apple
• The competition, too, has tackled the subject with its own intelligent assistants

During a call with AAPL shareholders, Tim Cook discussed the case for artificial intelligence in black and white. The CEO explains that he is particularlyinterestedby the subject, which now reaches more than a hundred million Internet users thanks to ChatGPT. This site, released at the end of last year, works like a voice assistant – minus the spoken command. Ask it any question, and the platform will answer you in writing, often better than Siri or Alexa. An API is now available for a fee to developers who wish to integrate this technology into their own services to manage content.

However, developers are precisely one of the mainvectors of incomefor the apple company: it knows how to reach them. Apple knows how to talk to publishers, notably by granting itself 15 to 30% commission on all in-app purchases made from an iOS device. Apple knows the arguments that hit the mark, including a database of more than a billion prospects all around the globe. It is therefore not surprising to see Tim Cook mention this key issue, which is now in the news daily on Product Hunt.

All GAFAM are getting involved

By making such a reference, Tim Cook echoes other GAFAM who, like his teams, allocate a certain research budget to artificial intelligence. The most emblematic case of the moment is of course Microsoft, which, after investing more than ten billion dollars inOpenAI, has integrated the company's chatbot into its browser. Edge can now summarize an article, suggest cooking recipes or even prepare the plan for a keynote. All withtargeted advertisements, obviously.

We can also cite the case of Facebook, which announced its own model with different parameters. Code name:LLaMA. With this, Amazon recognizes faces and offers this solution to the authorities with Rekognition, while Google offersBard.

Everything is ready

If Apple does indeed launch into artificial intelligence, the company will be able to count on the support of numerous teams who have already been tackling this problem for several years now. In fact, the number ofacquisitions of AI startupsby the Apple firm is significant: several dozen between 2016 and 2020, in particular.

Artificial intelligence is therefore not new for Apple. Cupertino could notably use it for good recommendations on Apple Music, more complete responses with Siri or even a better prediction of ovulation with theApple Watch.