Apple and its slowly evolving AI ambitions: column

USA TODAY's Jefferson Graham and Jon Swartz offer their take on Apple's WWDC developer conference, and how it stacked up to recent Facebook and Google sessions for developers. SAN FRANCISCO -- We've been here before, crammed in a luxurious theater, music pulsating, fellow reporters tweeting, anxiously awaiting Apple's vision to match the razzle-dazzle from recent Facebook and Google events. At WWDC, Apple's annual conference for software developers, there was a fleeting flash today of what it has in story for the "it" technology of the moment: artificial intelligence. For several minutes during a two-hour presentation, Apple offered a glimpse into its immediate plans for Siri, the voice-activated agent that stands to get more relevant with better AI. Siri will be able to scan Apple TV for genre-specific movies, Apple execs said. It will book rides on Uber and Lyft, and will make payments via Square Cash and others.