As always with software, firms are going to opt for a mix of "do it yourself" owned technology and licensed third party offerings. That might be especially be true for generative artificial intelligence apps that often work best when customized for particular firms, industries or functions.
Apple’s use of ChatGPT for iOS 18 was always expected, according to Apple executives, to be temporary. That would fit with Apple’s history, as the firm prefers to create and own its whole software stack.
The agreement with OpenAI allowed Apple to integrate ChatGPT intoiPhones, iPads, and Macs. This partnership allows Apple to offer ChatGPT-powered capabilities through Siri and other iOS features.
The obvious end user experience will happen when Siri cannot answer a question and will pass the user along to ChatGPT.
But Apple also has been developing its own generative AI chatbot, and Apple Intelligence will ultimately use the homegrown technology, most would assume. The switch to Apple’s own chatbot is expected to appear with iOS 19 in 2026.
That bifurcated approach might be used by other firms as well. Microsoft, for example, has a right to about 49 percent of the profits from OpenAI’s for-profit business.
But Microsoft also is developing its own generative AI systems, including Azure AI Studio, a platform for building, evaluating, and deploying generative AI solutions and custom copilots.
Azure Machine Learning and custom generative AI models also are in development, including a generative AI chatbot.
The point is that both “do it yourself” and “license the technology” approaches will be used by many entities.
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