Apple builds ChatGPT rival as Siri waits in the wings

Apple has quietly formed a new internal unit called the “Answers, Knowledge and Information” (AKI) team to build a generative AI-powered search experience rivaling ChatGPT. The strategy marks a major shift from Apple’s previous dismissal of chatbot-style tools and reflects growing urgency as the company tries to catch up in the AI race.

According to Bloomberg’s Mark Gurman, the AKI group is led by former Siri executive Robby Walker and is focused on integrating conversational search into Apple’s ecosystem. Early reports suggest this platform will enhance Siri, Spotlight, and Safari—though its launch date remains unannounced. Apple Intelligence’s previous features like Genmoji and Notification Summaries have failed to impress, while the anticipated overhaul of Siri has been postponed until 2026.

Apple’s AI ambitions have also been fuelled by internal and external pressures. Over the past month, four researchers from its Foundation Models group departed for Meta’s AI team, intensifying concerns around talent retention. At the same time, Apple CEO Tim Cook confirmed during earnings that the company is ramping up AI investments and is open to major acquisitions. Discussions with startups like Perplexity AI are reportedly underway—with speculation brewing over a potential acquisition valued at around $14 billion. Such a move would be Apple's largest ever.

Strategically, any major AI push from Apple comes at a delicate moment. Its lucrative deal with Google—under which Google pays up to $20 billion annually to be the default search engine on Safari—faces regulatory scrutiny, particularly amid US antitrust investigations. The potential integration of a proprietary AI search tool could position Apple to reduce dependence on Google and redefine mobile search paradigms.

For marketers and media buyers in India—where Apple is a growing presence through iPhone and iPad users—the implications are striking. A shift from Google-led search toward Apple’s proprietary AI services could alter discovery pathways and advertising models. Content-driven, cited answer formats could disrupt current SEO and brand visibility strategies.

Apple’s new AKI initiative is not designed to become a flashy consumer-facing chatbot like ChatGPT. It’s engineered to be a lean, embedded “Answer Engine” deeply interwoven into Apple’s ecosystem. The goal is control: over user experience, information flow, search revenue, and the broader AI narrative. And after years of lagging behind rivals, Apple appears to be acting—and quietly, emphatically.