Apple has a history of succeeding despite being late to market so many times before: the iPhone, the Apple Watch, AirPods, to name a few cases. Now the company hopes to show that the same approach will work with generative artificial intelligence, announcing today an Apple Intelligence initiative that bakes the technology into just about every device and application Apple offers. Apple unveiled its long-awaited AI strategy at the company's Worldwide Developer Conference (WWDC) today. "This is a moment we've been working towards for a long time," said Apple CEO Tim Cook at the event. "We're tremendously excited about the power of generating models."

Today, at Apple's annual developers conference--where new software products are previewed in slick video presentations--the company finally joined the generative-AI race. The company introduced Apple Intelligence, a suite of AI features that will be rolled out to the tech giant's latest operating systems starting this fall. New generative-AI models will help Apple users write work memos and highly personalized text; create images and emoji; connect and organize photos, calendar events, and emails. The tools supposedly rely on the context of what's happening on your device: They'll be able to identify which contacts you are referencing and pull information from a range of apps. Apple offered a quintessentially Apple example in its marketing video: The senior vice president of software engineering, Craig Federighi, plays a busy dad who uses Apple Intelligence to figure out whether a last-minute meeting will conflict with his daughter's play.

Apple is to boost its Siri voice assistant and operating systems with OpenAI's ChatGPT as it seeks to catch up in the AI race. The iPhone maker announced the Siri makeover along with a number of other new features at its annual developers show on Monday. It is part of a new personalised AI system - called "Apple Intelligence" - that aims to offer users a way to navigate Apple devices more easily. Updates to its iPhone and Mac operating systems will allow access to ChatGPT through a partnership with developer OpenAI. ChatGPT can also be used to boost other tools, including text and content generation.

Tim Cook, the Apple CEO, announced a series of generative artificial intelligence products and services on Monday during his keynote speech at the company's annual developer conference, WWDC, including a deal with ChatGPT-maker OpenAI. The new tools mark a major shift toward AI for Apple, which has seen slowing global sales over the past year and integrated fewer AI features into its consumer-facing products than competitors. "It has to understand you and be grounded in your personal context like your routine, your relationships, your communications and more. It's personal intelligence," said Cook. "Introducing Apple Intelligence." Apple's new artificial intelligence system involves a range of generative AI tools aimed at creating an automated, personalized experience on its devices.

Apple is going all in on AI in the most Apple way possible. At WWDC, the company's annual conference for developers, the company revealed Apple Intelligence, an Apple-branded version of AI that is more focused on infusing its software with the technology and upgrading existing apps to make them more useful. Apple Intelligence will be powered both by Apple's homegrown tech as well as a partnership with OpenAI, the maker of ChatGPT, Apple announced. One of Apple's biggest AI upgrades is coming to Siri. The company's built-in voice assistant will now be powered by large language models, the underlying tech that powers all modern-day generative AI.

As rumored, Apple confirmed at WWDC 2024 that it's made a deal with OpenAI to bring ChatGPT to the iPhone and other devices. GPT-4o will power cloud-based Apple Intelligence queries in iOS 18, iPadOS 18 and macOS Sequoia. Apple's Craig Federighi said the new AI-powered Siri can (with your permission) tap into ChatGPT's knowledge base "when it might be helpful." Examples include asking for menu ideas for an elaborate meal with specific ingredients. You can also include photos with your questions, like asking for advice based on a detail in the picture.

At the same time, the deal could bring Apple new scrutiny from regulators. The Cupertino, Calif., company is already battling a Justice Department antitrust lawsuit that alleges it wields an illegal smartphone monopoly. Antitrust enforcers have been wary of the ways that tech companies use their deep war chests to strike deals that threaten innovation. Apple's massive deal with Google -- where the search giant pays to give its search engine prime placement in Apple's Safari web browser -- has been a key part of a government lawsuit, which claims Google has used the arrangement to squeeze out competitors.

Apple is finally getting into the generative artificial intelligence game. Apple CEO Tim Cook announced Apple's long-awaited AI reboot at the company's Worldwide Developer Conference in Cupertino, California, today. What the company is calling "Apple Intelligence" includes a handful of features that will shape the iOS experience in ways large and small. Apple also gave Siri, its currently limited voice assistant, a significant generative AI overhaul. Apple also announced that it will incorporate outside AI models into its software, starting with OpenAI's ChatGPT later this year, making clear that the experience will be opt-in only and won't require a ChatGPT subscription.

Data practitioners are among those whose roles are experiencing the most significant change, as organizations expand their responsibilities. Rather than working in a siloed data team, data engineers are now developing platforms and tools whose design improves data visibility and transparency for employees across the organization, including analytics engineers, data scientists, data analysts, machine learning engineers, and business stakeholders. This report explores, through a series of interviews with expert data practitioners, key shifts in data engineering, the evolving skill set required of data practitioners, options for data infrastructure and tooling to support AI, and data challenges and opportunities emerging in parallel with generative AI. The report's key findings include the following: This content was produced by Insights, the custom content arm of MIT Technology Review. It was not written by MIT Technology Review's editorial staff.

Renée DiResta is the research manager of the Stanford Internet Observatory and the author of Invisible Rulers: The People Who Turn Lies into Reality. At the end of May, OpenAI marked a new "first" in its corporate history. It wasn't an even more powerful language model or a new data partnership, but a report disclosing that bad actors had misused their products to run influence operations. The company had caught five networks of covert propagandists--including players from Russia, China, Iran, and Israel--using their generative AI tools for deceptive tactics that ranged from creating large volumes of social media comments in multiple languages to turning news articles into Facebook posts. The use of these tools, OpenAI noted, seemed intended to improve the quality and quantity of output.