During an event on November 2, where Apple released its financial result for Q4 2023 results, Tim Cook said that the company is working on generative AI while responding to a question regarding Apple’s efforts in the field of AI. Cook, in his answer, highlighted the features in Apple devices that already are based on artificial intelligence and machine learning, including- Personal Voice, Crash detection, ECG and more. For generative AI specifically, he responded by saying that the American tech giant is “investing quite a bit” in the technology. No details about the AI technology in the works were revealed, but the Apple CEO said that the company is planning to work with AI responsibly. “In terms of generative AI we have work going on. I’m not going to get into details about what it is, because as you know, we really don’t do that. We’re investing quite a bit. you will see product advancements over time where those technologies are at the heart of them.” Tim Cook said