Apple is considering alliances with a Chinese tech giant and rivals as the AI war heats up

Apple is in talks with Baidu to bring artificial intellgence on to iPhones in China, The Wall Street Journal reported

In China, AI technology must be vetted by regulators. Apple has been a relatively latecomer to the AI scene

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People visit Asia’s largest Apple Store in Shanghai on March 22, 2024. Photo: EPA-EFE

Published: 5:06am, 23 Mar 2024Updated: 5:45pm, 25 Mar 2024

Apple wants artificial intelligence (AI) technology on its iPhones – and is reportedly in talks with two of its rivals and a Chinese internet giant to make it happen.

The Wall Street Journal reported that Apple is in early discussions with Baidu – operator of the go-to internet search engine in China – to bring its generative AI model, Ernie Bot, to iPhones on the mainland in compliance with local law.

Apple is also in discussions with Google and Miccrosoft-backed OpenAI for their AI systems to power Cupertino, California-based company's devices around the rest of the world, the Journal reported.

Apple CEO Tim Cook attends the opening of a new flagship Apple store in Shanghai, China on Thursday. Photo: Liu Ying / Xinhua via AP

In China, a rule from August mandated that all generative AI models be vetted by regulators, according to the Journal, and Baidu's Ernie Bot has the green light.

Apple has also invested in building its own AI technology that would boost apps such as Siri, photo editing and email, according to the Journal.

The company did not immediately respond to a request for comment from Business Insider.

The US tech giant has been relatively late to the AI market, with CEO Tim Cook previously saying the company would unveil its plans later this year.

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