Apple Ramps Up AI Push with Internal Answer Engine and Executive Mandate to Win the Race

Apple is intensifying its commitment to artificial intelligence, as CEO Tim Cook told employees during an internal all-hands meeting that the company must win in AI. The remarks followed an earnings call where Cook confirmed Apple would significantly increase its AI investments. He acknowledged that Apple has not always been first to market but emphasized its history of redefining product categories.

At the same time, Apple has reportedly assembled a new internal team called Answers, Knowledge, and Information to build a ChatGPT-style AI answer engine. The tool could enhance search across Siri, Safari, and other Apple services. The company is now hiring talent with expertise in search algorithms and engine development to accelerate progress amid ongoing delays to its Siri upgrade.