Apple is working on its own AI-based search engine similar to ChatGPT, according to a report by Bloomberg’s Mark Gurman. This is a notable change from the company’s previous approach to artificial intelligence. Rather than developing its own chatbot, it integrated OpenAI’s ChatGPT with Siri. The brand had also dismissed the need for a homegrown chatbot.
Now, it seems that Apple is changing its tune. Earlier this year, the company created a new team called “Answers, Knowledge, and Information”, or AKI. Former Siri executive Robby Walker is in charge of the team, which is reportedly tasked with exploring various AI-powered services. The main goal is to create a search experience like ChatGPT.
Of course, it is no secret that Apple has had its fair share of hiccups when it comes to artificial intelligence. Its Siri upgrade has been pushed to 2026, a delay Walker has described as “ugly and embarrassing”. It is quite likely that this new team is meant to rectify this situation. Given that this is a fairly recent development, however, it may still be a while before we see any results. At the moment, the team is apparently building an “answer engine” designed to crawl the web to respond to questions.
The company has previously expressed its interest in working with AI startups to deepen its push into AI, with Perplexity being one of the companies considered. Perplexity is largely known for its AI-powered search engine, so Apple’s interest does not come as a surprise.
