Apple has announced a change in its executive team to strengthen its efforts in artificial intelligence (AI) and improve its Siri virtual assistant. Kim Vorrath, a 36-year veteran of the company who was instrumental in launching the Vision Pro software, will now serve as “chief deputy” to head of AI John Giannandrea.

This important move comes at a time when the brand is trying to stand out in a market dominated by competitors such as OpenAI and Google. With this promotion move, it is thought that the company plans to invest more in artificial intelligence. Here are the details

Apple wants to get ahead in the AI race

Despite big announcements about AI initiatives at WWDC last year, unfortunately for Apple, the results still don’t compare to other platforms like ChatGPT. The company is rolling out new features gradually, and a major update to Siri that will allow the assistant to understand and act on what’s on the screen will only be available with iOS 18.4.

Vorrath’s decision to promote suggests that the company is pursuing a more rigorous development of AI technologies. This points to a possible shift in focus to Vision Pro. In a note, Giannandrea said the AI group is focused on revamping and improving Vision Pro’s core infrastructure.

These changes reflect Apple’s intention to position AI as a strategic priority. The company aims to make significant innovations in the increasingly competitive field of artificial intelligence.