Apple launched AI features for iPhones with a twist. The company said that Apple Intelligence – its take on artificial intelligence – brings all those features that are offered by other AI companies and are designed with privacy at the core.
While Apple is known for its user-friendly interface and design, security has also been a major selling point (USP) for the company.In a research paper published by Apple, it has detailed how it has created a set of Responsible AI principles to guide how the company develops AI tools, as well as the models that underpin them.
How Apple uses AI on iPhones, iPads
Firstly, Apple says that it has developed its own model which is reported to have been trained on Google’s TPU. This means several AI tasks such as transcribing calls are executed on device, however, complex tasks are sent to cloud servers to get good results.
“We protect our users’ privacy with powerful on-device processing and groundbreaking infrastructure like Private Cloud Compute. We do not use our users’ private personal data or user interactions when training our foundation models,” the company highlights.
Apple has trained its AI model on both licensed materials and publicly available online data, scraped by the company’s Applebot web crawler. Those who do not want their data to be used for training AI models, can opt out.
Apple says that it identifies areas where AI can be used responsibly to create tools for addressing specific user needs.
“We build deeply personal products with the goal of representing users around the globe authentically. We work continuously to avoid perpetuating stereotypes and systemic biases across our AI tools and models,” it added.
“We take precautions at every stage of our process, including design, model training, feature development, and quality evaluation to identify how our AI tools may be misused or lead to potential harm. We will continuously and proactively improve our AI tools with the help of user feedback,” the company added.
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