Apple is developing its own AI-powered chatbot to rival OpenAI’s ChatGPT, signalling a major strategic shift as it scrambles to catch up in the rapidly evolving artificial intelligence space.
According to a report from Bloomberg, Apple has formed a new team known as “Answers, Knowledge and Information” (AKI), tasked with building an intelligent search experience capable of understanding natural language and navigating the web to provide direct responses — much like ChatGPT or Google’s Gemini.
The move marks a significant change in direction for the tech giant. In 2024, Apple opted to integrate ChatGPT into its Siri voice assistant via a partnership with OpenAI, rather than launching its own generative AI product. However, the formation of AKI and a wave of job listings seeking talent in search algorithms and engine development suggest that Apple is now positioning itself to become a more independent player in the AI arena.
The AKI team is reportedly led by Robby Walker, a longtime Apple executive who previously played a central role in Siri’s development. Sources say the team’s mission is not only to enhance search across Apple’s ecosystem — including Siri, the Spotlight search tool, and the Safari browser — but potentially to launch a standalone AI chatbot app in the future.
Despite being one of the most valuable tech companies in the world, Apple has been seen as trailing rivals like Google, Microsoft, and Meta in AI innovation. While others have launched advanced AI models, assistants, and productivity tools, Apple’s AI presence has largely remained behind the scenes — until now.
The company’s broader artificial intelligence effort, known as “Apple Intelligence,” was unveiled earlier this year and includes plans to bring smarter features to iPhones, iPads, and Macs. However, a much-anticipated revamp of Siri has been delayed, with Apple only promising a release sometime in the next year.
Apple CEO Tim Cook has acknowledged the company’s urgency in the AI space. Speaking during Apple’s Q4 earnings call, Cook said the company is “investing significantly” in AI and is open to acquiring smaller firms to strengthen its position. “We’re committed to delivering AI that enhances user experience while protecting privacy,” he said.
As Apple ramps up its AI ambitions, the development of an in-house chatbot is seen as a crucial step toward closing the gap with competitors — and regaining ground in a race that is reshaping the future of technology.
