Apple is developing an in-house artificial intelligence team to build a ChatGPT-like search experience, signaling a strategic pivot despite previously dismissing chatbot development, according to a Bloomberg report by Mark Gurman. The initiative comes amid ongoing struggles with Apple’s AI initiatives, including underwhelming early features like Genmoji and Notification Summaries, plus a year-long delay for its next-generation Siri upgrade.
Internally designated as the “Answers, Knowledge, and Information” (AKI) unit, the team formed earlier this year aims to create proprietary AI services focused on information retrieval. The project marks a departure from Apple’s historical reluctance toward chatbot technology and follows reported discussions about potential partnerships with AI search startups like Perplexity.
Robby Walker, a former Siri executive now heading AKI, publicly criticized Apple’s recent AI setbacks during a company meeting. He reportedly described the extended Siri delays as “ugly and embarrassing” after losing oversight of the virtual assistant project earlier this year. Walker now leads the effort to develop Apple’s standalone AI search capabilities.
While development remains in early stages with no imminent product launch expected, the initiative represents Apple’s intensified commitment to competing in generative AI. The company continues facing pressure to deliver compelling AI features following criticism of its Apple Intelligence debut and the postponed Siri overhaul.
