CEO Tim Cook faces a difficult decision regarding AI.

Ahead of Apple's annual Worldwide Developers Conference (WWDC) in June, there were strong suggestions that the company planned to partner with one of its two rivals to bring advanced AI to the iPhone.

Recent issues with ChatGPT and Gemini AI are giving Tim Cook a headache.

Earlier this month, Bloomberg reported that Apple had signed an agreement with OpenAI, the company behind ChatGPT, in which the two companies “are finalizing the terms for an agreement to use ChatGPT features in Apple’s iOS 18.”

Meanwhile, negotiations with Google also appear to be underway. Apple reportedly began talks with Google in March about a deal to integrate Gemini AI into iPhones. A report by researcher Mark Gurman this month indicated that talks with Google are ongoing.

CEO Tim Cook is reportedly an enthusiastic user of ChatGPT, so he has reason to be interested in what OpenAI offers. The problem is that Apple and Google already have lucrative contracts to bring Google's search product to the iPhone, bringing Apple $20 billion in 2022. That's why Apple might partner with Google in deploying AI.

However, recent developments are making things difficult for Tim Cook, leaving him with no clear choice, as both OpenAI and Google are facing problems with AI and could cause him headaches in the future.

Take ChatGPT as an example. This week, OpenAI faced controversy after Scarlett Johansson made a statement accusing them of using a voice that was “strangely similar” to hers for a new voice feature in their latest AI model, GPT-4o. OpenAI CEO Sam Altman denied using a similar voice without her permission.

However, the incident revealed a deep-seated problem with OpenAI that worried Apple. Some artists and publishers are concerned that ChatGPT's success is built on using other people's work without their consent. This concern is further fueled by OpenAI's ongoing legal battles, with the Authors' Association suing the company over fears that writers' works are being used in its models for profit.

Google, too, doesn't offer any easy alternatives. This past week, a new feature called AI Overviews, introduced at Google I/O 2024, has been deployed disastrously in the US. Countless users have taken to social media to share shocking examples of Google's failed attempts to use AI to generate contextually relevant summaries in response to search queries. In one instance, it asked users to apply "non-toxic glue" to a pizza to fix the problem of the cheese not sticking.

In another instance, AI Overviews stated that the US already had a Muslim president, “Barack Hussein Obama,” to answer the question: “How many Muslim presidents has the US had?”

This puts Apple in a difficult position. Apple desperately needs an AI strategy to give its iPhone a fresh boost at a time when sales are declining in key markets like China. But several problems that large AI language models are facing have forced the company to consider a strategic partnership with one of two companies that have their own problems with AI. Clearly, neither option is easy for CEO Tim Cook.

Source: https://thanhnien.vn/ceo-tim-cook-doi-mat-voi-quyet-dinh-kho-khan-ve-ai-185240527104309395.htm