This integration of AI into Apple’s ecosystem is slated to revolutionise how we interact with the technology, thanks to its inclusion in the ever-popular iPhone. With Apple making AI more widely available, businesses will need to identify whether the benefits of Apple Intelligence will be useful as part of their wider AI strategy, along with the challenges and concerns they may encounter with its use.

How businesses can make the most of Apple Intelligence

As businesses look to incorporate AI into their strategies, Apple Intelligence will provide a ready-made range of ways to boost AI use within companies generally; especially because it will be available in devices widely used with an already-familiar interface.

Businesses’ text input and writing tools are likely the first place they will notice a difference. Any app accepting text input will natively support features like summaries, rewrite suggestions and more, which should boost admin-based tasks and increase productivity in communication-based industries.

Siri is set to see significant improvements too, thanks to advancements in AI, with boosted natural language processing and contextual understanding, making it more reliable and effective.

Apple’s Worldwide Developers Conference had a strong focus on the implementation of custom intents by developers – allowing them to designate specific functions within their apps that can be accessed system-wide. This functionality will likely enable Siri to interact more deeply with apps, tapping into specific parts of an app's functionality. For example, workers could ask Siri to "Set up a meeting with client A," and it might respond with a context-aware suggestion based on previous meeting, such as "Your previous four meetings with Client A have been at 10am on Tuesday, would you like to use the same day and time?”. This capability will extend to any app, allowing developers to "donate" app functions to the system, integrating them into the Apple user experience without the need to open an App, improving functionality and efficiency across the board.

It’s not just about what Apple Intelligence will bring to businesses, but the change it will force across competitors. Other apps and business programmes will have to embrace AI if they want to keep up, especially as they improve their interoperability and cross-platform functionalities.

There’s no doubt Apple Intelligence provides opportunities across every sector. Take businesses in retail and e-commerce, they’ll be able to build on the AI within Apple devices to personalise shopping experiences, while financial industries may allow for personalised financial advice to become more accessible to users. The innovations within Apple Intelligence will make it easier for companies to take advantage of powerful AI features, as they’re not having to create or integrate something new, simply upskill on a system they’re already familiar with.

Challenges and Concerns

Despite the potential benefits, namely the technology being in theory easier to use due to its availability across Apple devices, the concerns regarding AI will still be here and may even be heightened through this implementation.

In the UK, 38% of people are concerned with privacy and data security when it comes to AI. While Apple has consistently emphasised its commitment to privacy, the potential for data to be accessed or read by third parties is still a concern, especially in industries handling confidential and sensitive data. This is already a major hurdle for companies looking to use AI, and one that will persist with the use of Apple Intelligence.

To mitigate these concerns, Apple have built the Intelligence ecosystem on strong security and privacy foundations. Your data will not be used to train models, and where possible Apple Intelligence is executed on the device hardware, not transferred to Apple. Furthermore, they’ve developed an entirely new purpose-built private cloud capability, with numerous layers of security and cryptography, and without persistent storage. In doing this they significantly reduce the potential avenues for attack.

The reliability of AI systems is also an ongoing issue, especially when it comes to critical tasks. In fact, data shows that three in five people are wary about trusting AI systems, and within the technology, media and telecommunications industry, only 2% claimed to have fully operationalised measures to mitigate reliability risks across the development, deployment and use of AI.

Companies will worry about AI making mistakes or providing inaccurate information, whether that’s Apple Intelligence or another form of AI. Building trust in AI’s capabilities will be essential, and businesses may need to implement safeguards or human oversight to ensure that AI outputs are accurate and reliable.

Preparing for Apple Intelligence’s release

Apple Intelligence is set to be deployed in the UK in December, with wider updates expected in early 2025. This presents a perfect time for businesses to review their current AI strategy and see where Apple’s AI fits into it.

This assessment should include identifying specific pain points within their operations where AI could provide significant value. By analysing these challenges, companies can determine where Apple’s AI solution may best align with their business objective, or whether they could implement other third-party AI solutions.

If the AI integration is intended to help with writing, personal assistants, or any of the upcoming benefits of Apple Intelligence, then this may result in some cost savings. However, if AI integration is a more strategic decision and part of a wider push for efficiency and optimisation across the business, then Apple’s AI is likely to play a small part of a larger review of the AI and tooling landscape, business processes, and potential productivity gains. This approach not only helps in mitigating risks but also ensures that any AI integration enhances productivity and aligns with the overall strategic vision of the business.

The Bigger Picture

The introduction of Apple Intelligence to the consumer masses through iPhones, iPads, and Macs will raise the bar for what users expect from technology. AI-powered services will likely become a baseline expectation, especially when it comes to text entry, digital assistants, and smartphone-related tasks. This could drive innovation across industries as businesses strive to meet these new expectations. However, it also means that companies will need to adapt quickly to remain competitive, and it’s fair to say those who are only considering AI now may already be behind.

Ultimately, Apple Intelligence presents an opportunity for businesses to take stock and consider their AI needs.  Apple Intelligence’s success in the business world will depend on how effectively companies can integrate its capabilities into their current AI plan, while addressing concerns about privacy, reliability, and compatibility.

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