Siri, Apple's virtual assistant, has struggled with organizational difficulties and a lack of ambition in recent years despite the high potential of the company's AI technology. This led to many former Apple employees leaving the company to work on other AI-powered projects.
In a detailed report by The Information, former Apple employees who worked in the company's AI and machine learning groups have offered their opinions on why Siri and Apple's AI technologies have not been as successful as hoped. The organizational structure and decision-making within the company have been cited as major factors in the problem. Apple's Siri management did not invest enough in analytics tools to improve the virtual assistant, according to former employees, and engineers lacked basic data on how many users use the assistant and how often. In addition, the company has been criticized for being too slow to make decisions and too conservative in its approach to AI technologies. Some Apple employees left the company to work on large-language models at Google.
Siri designers and engineers at loggerheads: Apple's challenges in developing the assistant
Apple's design team demanded near-perfect accuracy of responses before they could be released. This slowed Siri's development and made scaling more difficult. Furthermore, Apple's uncompromising stance on privacy made improving Siri difficult, as the company pushed for more of the virtual assistant's functions to run on-device. A project called "Blackbird" sought to develop a leaner version of Siri that would run on iPhones instead of in the cloud to improve performance and privacy. However, another project called "Siri X," marking the virtual assistant's tenth anniversary, stalled the project. Siri X aimed to offload Siri's processing on-device for privacy reasons. As a result, the Blackbird project stalled, and many of its employees were reassigned to Siri X.
Apple must become bolder and more open in the development of AI technologies in the future
Siri has the potential to become an important part of Apple's AI ecosystem, but the company needs to improve its approach to AI organization and decision-making. However, the decision to process Siri on-device has resulted in a more powerful and faster version of the virtual assistant that is more responsive to privacy concerns. Overall, it's important that Apple becomes bolder and more open in developing AI technologies in the future. (Photo by berya113 / Bigstockphoto)
