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IN THIS ISSUE
Apple Intelligence. AI For the Rest of Us.
🍎Intelligence: Reactions on LinkedIn
Adobe Plays A Dangerous Game With Customer Trust
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Apple Intelligence.
AI for the rest of us.
Apple Intelligence is a suite of AI features that Apple has integrated into its devices, with a focus on privacy and on-device processing.
It will be released in US English in Fall 2024 coinciding with iOS 18. It will require an iPhone 15 Pro, iPhone 15 Pro Max, or newer iPads/Macs with M1 chips.
WHY THIS MATTERS?
Apple has invested heavily in ensuring that its AI features maintain user privacy. The AI processes and learns from your data directly on your device, preventing data from being shared with the cloud unnecessarily.
Siri Gets an AI Makeover
Apple has significantly upgraded Siri, integrating advanced AI to make it more useful and responsive.
On-Device AI for Simple Queries: Siri processes most questions using AI models on the device itself. This means your questions and data do not leave your phone.
Server-Based AI for Complex Queries: For more complex queries like “Find the photo I took at the beach last summer,” Siri uses a more advanced AI model on Apple’s servers. User data sent to these servers is anonymized and not stored permanently.
ChatGPT Integration for Specific Tasks: For tasks requiring detailed responses, such as creating a weekly meal plan, Siri will use OpenAI’s ChatGPT, but only with user permission. OpenAI is not allowed to store your data.
What To Expect in the Near-Term?
Images: Users can create custom AI-generated emojis and illustrations. The new image wand feature allows users to transform sketches into detailed images or generate images based on text descriptions. Photos can be cleaned up and enhanced automatically, and specific photos can be found using plain language descriptions.
Text: AI will help proofread emails, summarize key points, and suggest different ways of writing. Meetings can be transcribed into the Notes app, with summaries and key information extracted on demand. The iPad’s new smart script feature can clean up handwriting in real-time and copy text from messages or web pages.
Privacy: Low-level AI tasks are handled on-device, while servers assist with more intensive tasks. AI can understand personal information, like identifying family members or tracking appointments, but this information is encrypted and inaccessible to others, including Apple.
Seamless Integration with Apple Devices
With over a billion devices in use worldwide, Apple Intelligence integrates seamlessly with the hardware to deliver personalized experiences. For example:
Siri can connect information across different apps and understand user context, such as retrieving a driver’s license photo from the Photos app and filling out forms automatically.
For queries beyond Siri’s capability, it will consult OpenAI’s ChatGPT, allowing users to ask about specific photos or documents directly.
The new AI features aim to improve user experience by simplifying interactions and automating tasks:
Users can navigate settings and preferences using natural language.
iOS can filter notifications to show only the most important ones, helping users focus on critical tasks.
Siri’s ability to understand and interact with screen content, and its enhanced product knowledge, make it easier to use and configure Apple devices.
Key Takeaway
Apple's focus is on privacy and on-device processing.
Their AI tools are designed to be accessible to a broad audience, making everyday tasks easier and more efficient. However, advanced users may still prefer more powerful tools like ChatGPT, Claude, and Gemini for specific needs.
🍎Intelligence: Reactions on LinkedIn
Content has been edited for the reader's interest. Please use the associated links to read the original LinkedIn posts
Conor Grennan, Chief AI Architect, NYU Stern School of Business, CEO and Founder, AI Mindset (Consulting/Training)
“You watched WWDC, but Apple didn’t blow you away. This is the company that practically invented all things awesome. Where was the game-changing tech that you know AI is capable of?
Instead, all it did was improve existing tech. Like creating a new kind of fusion and using it to improve gas mileage in your Honda Civic instead of trying to get us a colony on Mars.
Innovators are defined by what generative AI can do. Not just improving features in Word and PowerPoint. You know that generative AI can augment how you think and work and play and live.
The work I do with leaders and companies is to create Innovators. Tons and tons of them. I want to fill the world with them.
If you’re an Innovator, you’re going to fly ahead - in productivity, thinking, work, adapting, creating. We can be Innovators. It takes training. But we can get there.”
Ethan Evans, Retired Amazon VP, LinkedIn Top Voice, now Teaching Leaders to become True Executives
Today Apple announced they are putting ChatGPT into their products, including Siri. How does a big company decide when to build or buy?
Is Apple making the right decision?
Big companies hate to take what they call "critical dependencies" on any other company. They prefer other options that maintain their independence:
Buy the company
Build it themselves
Live without it Why then has Apple agreed to take a big dependency on ChatGPT, which is closely associated with Microsoft?
Apple is far behind in AI. Their odds of building a good solution soon are low.
Their main alternative would be Google, which is likely even more distasteful. Google is their main competitor when it comes to putting a phone in every hand in the world.
Consumers are going to expect AI augmentation. They must have something and fast.
While ChatGPT took a big investment from Microsoft and has to pay profits to Microsoft, at least on paper they remain an independent company (unlike getting AI from Google).
This move does not stop Apple from dreaming of building their own solution later. I do not see that happening, but maybe they do.
Paul Roetzer, Founder & CEO, Marketing AI Institute, Co-Host of The Artificial Intelligence Show Podcast
Apple WWDC didn’t offer any “wow” moments. Nothing overly innovative, unexpected, or splashy.
But, they did what they had to do with AI, and they’re doing it with their own chips, devices, privacy controls, cloud, and models (this is the big one).
Yeah, they’re integrating ChatGPT, but not at the core of Siri. It’s very much a complementary technology and experience.
I trust that Apple will build the safest, most secure, most private, and most human-centric models. They demonstrated that vision and product roadmap.
Rather than building and releasing another general-purpose frontier model, and pursuing AGI, they focused on fine-tuned, efficient models that enhance the user experience and solve for real-world applications.
This is the Apple Way.
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Adobe Plays A Dangerous Game With Customer Trust
Adobe faced backlash for their updated terms of service. It required users to agree to give the company access to their content via "automated and manual methods" in order to keep using its software.
Many creatives took it as a sneaky way for Adobe to get access to their work, even if it was under NDA, and use it to train its AI models.
Why It Matters?
LLM training needs data. Good LLMs need good data.
Good data comes from customers and users. Companies want access to good quality data right here, right now to train their AI models and stay ahead in the AI race.
Customer content is a huge goldmine for companies. Since the AI industry is not regulated yet, companies can get loose with their transparency and consent mechanisms.
But, consumers are getting increasingly aware and sensitive about how their data is being used by AI tools and companies.
Adobe had to backtrack and release a clarification on the update. They clarify that “Firefly generative AI models are trained on a dataset of licensed content, such as Adobe Stock, and public domain content where copyright has expired.”
The Controversy
Adobe updated its terms of service and forced users to accept the new terms for continued access to its apps and services.
The notification said Adobe had 'clarified that we may access your content through both automated and manual methods' within its TOS, directing users to a section that says 'techniques such as machine learning' may be used to analyze content to improve services, software, and user experiences.
Their legal speak was understood as an attempt by Adobe to access user content within its software to train its gen AI model, Firefly. They would even access sensitive projects that might be under NDA.
Did They Get Caught?
According to the Verge, Adobe’s chief product officer, Scott Belsky, acknowledged that the wording within the notification is “unclear” and said the company’s legal team was working to address concerns about the vague language within the policy.
“Adobe has had something like this in TOS for over a decade. But trust and transparency couldn’t be more crucial these days.” [The Irony!]
Key Takeaway
Consumers are more sensitive and observant about how their data and work get used by companies.
Companies can easily lose consumer trust and their position in the market if they play dangerously with transparency, consent, and responsible data practices.
They must ensure that they communicate changes to terms and conditions in simple, plain language to prevent misunderstanding and loss of trust and credibility.
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