For one, AI as a marketing term is overused, and its meaning has been diminished. There are a couple of possible reasons why Apple deliberately avoided mentioning AI even in passing. Why does Apple avoid mentioning buzzwords? But all Apple revealed was it depends on “on-device machine learning,” and “intelligently curates” suggestions from your information. It seemed like a job tailor-made for a personalized AI algorithm. Plus, when Apple previewed its new app for journaling, it waxed lyrical about how it can suggest what you can write by sifting through your virtual footprint like photos, music history, places you’ve visited, and more. Persona with Apple Vision Pro (Image credit: Apple) Apple instead chose to call it a “digital representation” of the wearer developed with the “most advanced ML techniques.” Yet, the word “avatar,” a word commonly used by Meta, was nowhere to be found. The new Vision Pro headset offers an option called Persona, which builds your digital lookalike you can use on FaceTime calls. iOS 17 can transcribe voicemail live while the other person is in the middle of recording it and Apple said it’s “thanks to the power of the Neural Engine,” the dedicated iPhone chip for AI-related tasks it introduced five years ago. Throughout the rest of the keynote, Apple similarly eschewed any buzzy acronym. Instead of AI, it said the update is powered by a transformer language model and on-device machine learning - the same underlying architecture that’s also responsible for some recent viral generative AI tools like ChatGPT. IOS 17, for example, adds a smarter autocomplete feature, which not only suggests the next words, but also can complete and improve your sentences.
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