Apple joins US programme for AI safety in lead-up to its Gen AI platform launch

The White House guidelines call for 'safety, security and trust' towards developing responsible AI

Apple Intelligence, the iPhone-maker's first foray into generative AI, is scheduled to be rolled out later in 2024. AFP

Apple has agreed to abide by a wide-ranging set of voluntary commitments set out by the US aimed at ensuring the responsible use of artificial intelligence as it gears up to launch its own generative AI platform.

The iPhone-maker joins fellow Big Tech companies Amazon, Google, Facebook parent Meta Platforms and Microsoft, as well as AI majors Anthropic, Inflection and market leader OpenAI, Bloomberg reported on Friday, citing a statement from the White House.

The guidelines, which were originally unveiled just over a year ago, are aimed at managing the risks posed by AI, especially in an era where its latest iteration, generative AI, has triggered a seismic transformation in user experience and services.

“Companies that are developing these emerging technologies have a responsibility to ensure their products are safe,” the July 2023 announcement said.

“These commitments … underscore three principles that must be fundamental to the future of AI – safety, security and trust – and mark a critical step towards developing responsible AI.”

Apple's commitment to the US guidelines will be key in its future road map, especially after it introduced Apple Intelligence at its Worldwide Developers Conference last month, marking its formal entry into the generative AI space.

The California-based company also announced a long-anticipated partnership with OpenAI at the event, to integrate generative AI tool ChatGPT into its Siri digital assistant.

ChatGPT will be available free of charge on iOS 18 and macOS Sequoia – the next versions of Apple's iPhone and desktop operating systems – later this year.

Apple says its generative AI platform has been built with a focus on safety and delivering personalised experiences.

However, the move has already drawn concern, including from X owner Elon Musk, arguing that integrating OpenAI into the OS level is a security breach.

The billionaire co-founder of Tesla Motors has also threatened to ban Apple devices at his companies if the deal pushes through.

Apple is also facing a challenge in launching Apple Intelligence in Europe.

While the platform is scheduled to be available later this year, Apple said it could be delayed in the EU due to “regulatory uncertainties”, particularly with the bloc's Digital Markets Act.

However, that could change after EU, UK and US regulators on Wednesday issued a joint statement saying they are working on “common principles” on AI regulation.