Cupertino: Apple Inc. has taken a major step to improve its artificial intelligence efforts by hiring a former Google executive to lead product marketing for AI, as the company works to upgrade its voice assistant and compete in the fast growing AI space.
Lilian Rincon, who spent nearly a decade at Google working on products including Google Assistant, has joined Apple as vice president of product marketing for artificial intelligence. She will report to Apple’s marketing chief Greg Joswiak.
The move comes at a time when Apple is under pressure to improve Siri, which has faced criticism for falling behind newer AI powered assistants. The company is preparing a major update to Siri expected later this year, with plans to make it more conversational and useful across devices.
Apple is also reshaping its wider AI strategy. The company is working on its new system known as Apple Intelligence, which aims to bring smarter features to iPhones, iPads and Macs. As part of this effort, Apple is exploring partnerships with outside AI providers, including the use of advanced models from Google.
Industry reports suggest Apple may also open Siri to third party AI systems in the future, marking a shift from its traditionally closed ecosystem to a more flexible approach.
The hiring of Rincon is part of a broader restructuring within Apple’s AI teams, as the company tries to overcome delays in developing its next generation AI features. With increasing competition from global tech companies, Apple is now moving more aggressively to strengthen its position in artificial intelligence.
More details about Apple’s plans are expected to be revealed at its annual developer conference later this year, where the company is likely to showcase the next phase of its AI strategy.