Apple enters artificial intelligence race NBC 7 San Diego [Video]

Apple jumped into the race to bring generative artificial intelligence to the masses during its World Wide Developers Conference Monday that spotlighted an onslaught of features designed to soup up the iPhone, iPad and Mac.

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 the hottest area of technology, Apple tacitly acknowledged it needed help to catch up with companies like Microsoft and Google, who have emerged as the early leaders in the AI field. Apple is leaning on ChatGPT, made by the San Francisco startup OpenAI, to help 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,” Apple CEO Tim Cook said.

Siri’s gateway to ChatGPT will …