Apple Forms New 'Answers' Team to Build ChatGPT-Like Search Engine

Apple is quietly making moves to enter the AI-powered search arena with a new internal initiative that could rival tools like ChatGPT and Perplexity. The company has formed a dedicated team called Answers, Knowledge, and Information (AKI) tasked with building a next-generation search experience that could dramatically improve Siri, Spotlight, and Safari.

A Shift in Strategy: From Hesitation to Ambition

While Apple previously expressed reluctance about developing a traditional chatbot, it appears that stance is shifting. According to Mark Gurman's Power On newsletter, the AKI team is not only enhancing Siri's ability to respond to personal queries using on-device data, with privacy at the forefront, but is also developing a new "answer engine" that can search the web and provide general knowledge answers.

This would go far beyond Apple’s earlier focus on personalized features, like using Mail and Messages data to help Siri answer questions about a user’s schedule or plans. Instead, Apple now seems to be working on something closer to a standalone AI-powered search app, offering a more conversational, intelligent alternative to current search tools.

What's in the Works?

• LLM-Powered Search Engine: The new answer engine under development would combine large language models (LLMs) with web search capabilities.
• Standalone App Under Exploration: Apple is considering launching this functionality in its own app, separate from Siri.
• Improved Siri Infrastructure: The work also involves building new backend systems that could eventually enhance Siri, Spotlight, and Safari.
• Leadership and Direction: The project is being led by Robby Walker, a former Siri executive who recently regained influence after what he called “ugly and embarrassing” delays in Siri development.

What's Next?

Apple has already started hiring for the AKI team, with open roles for machine learning engineers in the U.S. and China. However, this project is still in its early stages, so users shouldn't expect to see major public rollouts anytime soon. Still, the direction is clear: Apple is no longer content sitting on the sidelines of the AI race.

With growing competition from ChatGPT, Google’s Gemini, and Perplexity, Apple's new AI-powered search effort could redefine how users interact with information across their devices.