Commentary: Only Apple would try to rebrand AI. Will it succeed?

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After a spectacular showcase comes the challenge of getting consumers to embrace ambitious new features that may be slow or buggy, says Parmy Olson for Bloomberg Opinion.

A person is silhouetted against a logo sign of the Apple Store in the Grand Central Terminal in the Manhattan borough of New York City, New York, US, Jan 4, 2022. REUTERS/Carlo Allegri/File PhotoLONDON: You have to hand it to Apple.

But will Apple Intelligence really work as seamlessly as it did in the pre-recorded demos, when it rolls out this fall? I’m inclined to believe we’ll see glitches and latency issues that will make it a tough sell to consumers - at least initially.The most sophisticated AI tools today process your queries on powerful cloud servers that require an Internet connection.

But Apple didn’t offer corresponding latency times for when the phone has to access its Private Cloud Compute for more complex tasks, and that’s a noteworthy omission. It’ll likely be slower, but by how much? Apple doesn’t say. The hallucination rate for GPT 3.5 has ranged from 3.5 per cent to more than 15 per cent, according to different estimates, and that points to another omission from Apple. It didn’t offer accuracy rates for either of its new AI models.

Little wonder then, that Bloomberg’s senior Apple reporter Mark Gurman has said the new AI features will be buggy and in “beta” when they launch this fall.Commentary: OpenAI's flirty chatbot is what you get with so few women in tech

 

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