ChatGPTmeet Siri. Siri, discover ChatGPT.
Apple integrated voice assistant, standard with iPhone and other devices, with OpenAIThe artificial intelligence of, is part of a series of updates announced by the technology giant on Wednesday, December 11. press release.
“Apple allows ChatGPT access in the Siri and Writing Tools experiences on iOS, iPadOS and macOS, allowing users to access its expertise – as well as its image and document understanding capabilities – without the need for switch from one application to another,” the press release said. “With ChatGPT integration, Siri can suggest a user go to ChatGPT for certain requests, and Siri can provide the answer directly.”
With Compose, users can ask ChatGPT to produce content for anything they write about from system-wide writing tools. They can also use ChatGPT’s image generation capabilities to add images to their written content, according to the release.
Users can also choose whether or not to allow ChatGPT integration, and they control when to use it and what information is shared with it, depending on the version.
This latest update represents a pivotal moment for Apple’s AI ambitions. ChatGPT integration goes beyond allowing Siri to serve as a glorified answering machine. Instead, it positions Siri as a potentially indispensable tool for managing daily life and, most importantly, for participating in the voice commerce ecosystem that many companies are vying to dominate. According to a PYMNTS study out of 2,939 consumers, 63% express interest in AI-based voice assistants that can help them with daily tasks.
The updates follow the October rollout of Apple Intelligenceits AI offering. Industry experts say the company’s adoption of the technology could reshape the way people shop, while also challenging the notion that Apple has fallen behind in the AI race.
“Apple may be late Rise of AI compared to Google and Amazon, who have been adding AI to their products for years,” The big phone store CEO Steven Athwal said PYMNTS. “But Apple has always been about timing and refinement. While others rushed to release the latest AI technologies, Apple focused on privacy, security and user experience.
“Apple isn’t just upgrading Siri, it’s redefining the retail experience,” added Kaveh Vahdatfounder of an AI marketing company RiseOpp. “Imagine AI-powered shopping where Siri becomes a real-time stylist, inventory checker, and payment assistant, all wrapped in Apple’s iconic privacy shield.”
Meanwhile, the PYMNTS Intelligence report “How consumers want to live in the voice economy” noted that AI is progressing are in the process of settling the stage for voice assistants capable of performing more complex tasks. Only 7.8% of consumers believe voice technology is as intelligent and reliable as a real person.
The integration also raises the question of whether Siri is now able to directly compete with Amazon’s Alexa and Google’s Gemini, both of which have been steadily improving their AI capabilities. Alexa, for example, has recently acquired generative AI capabilities that improve market research and customer interactions. Likewise, Gemini has focused on creating more natural and conversational user experiences. Siri, based on Apple’s ChatGPT, however, offers a differentiated approach by combining advanced AI features with strict privacy measures. This factor could give it a competitive advantage by attracting privacy-conscious users.
For all PYMNTS AI coverage, subscribe daily AI Newsletter.
