Apple launched its first wave of artificial intelligence-enhanced software betas for developers on Monday (July 29), marking its push into AI-driven mobile commerce and potentially reshaping how millions of users interact with their devices.
The release of developer betas for iOS 18.1, iPadOS 18.1, and macOS Sequoia 15.1 introduces many of the Apple Intelligence capabilities previewed at WWDC 2024. This move signals Apple’s intent to transform the mobile commerce landscape, altering how consumers search for products, make purchasing decisions and communicate with brands.
“Apple’s been a bit behind in the AI race,” Bob Rogers, data scientist and CEO of Oii.ai, told PYMNTS. “By enhancing Siri and summaries with AI, I think users will be able to take advantage of ‘conversational’ searching.”
The new betas include writing tools, natural language search capabilities for Photos, priority message sorting for Mail and Siri improvements across iPhone, iPad and Mac platforms. Future updates are expected to include some anticipated features, such as Image Playground and Genemoji.
The advancement in voice search capabilities could significantly streamline the shopping process. Steven Athwal, CEO and founder of The Big Phone Store, told PYMNTS, “Users can speak naturally and conversationally, meaning searches are less focused on hitting keywords. So it’s faster and easier to find what they need, and search is done quicker.”
This improvement addresses current limitations in Siri’s capabilities. Rogers pointed out, “Right now, Siri is a tad lacking, often answering ‘here’s what I found on the web’ when you ask it anything more complex than the current time or weather.”
The potential for more personalized shopping experiences is a key feature of the new AI capabilities. “Siri’s contextual awareness understands follow-up questions and gives accurate results based on previous searches, so a more personalized experience and targeted ads can be implemented,” Athwal said.
AI-generated summaries could also streamline product comparisons. Rogers said, “The AI-generated summaries will help consumers compare products they’re searching for via Siri much easier since it can aggregate product details, reviews, pricing, and more.” Athwal noted this could drive companies to offer more competitive prices to be suggested first by AI’s comparative pricing.
These advancements could improve business communication. “AI-driven responses are personal to customers based on their data, preferences, and previous interactions … so you get more advanced and relevant offers,” Athwal said. He also highlighted the potential for “multi-lingual capabilities through AI translation,” allowing businesses to “expand globally much easier.”
Integrating AI in customer service could also lead to more consistent support. Athwal noted, “Support is available 24/7 with a consistent tone and high standard of service, ensuring that real people are not subjected to potential verbal abuse from customers.”
These tools could also provide valuable insights. “By collecting and analyzing customer interactions and speech patterns, businesses can find out what customers are really looking for, what are the trends and needs?” Athwal said.
This separate x. 1 beta confirms the staggered release of Apple Intelligence features, which aligns with recent reports that these capabilities won’t be part of the initial iOS 18, iPadOS 18, and macOS Sequoia releases. Instead, they’re slated for subsequent updates, likely following public betas expected later this summer.
As Apple ventures further into the AI realm, the impact on mobile commerce and customer interactions could be profound. However, concerns about potential e-waste issues have been raised. Athwal warned, “As new features are introduced, the demand for older models will dwindle, and we’ll have an even bigger e-waste problem than we already do.”
Yet, the promise of increased productivity may drive upgrades. “New features can increase productivity, and with smarter organizational tools, workflow, and efficiency will be increased in those who choose to upgrade,” Athwal said.
The rollout of these features not only reshapes the digital marketplace landscape but also raises questions about consumer behavior, device longevity and the pace of technological advancement. Athwal pondered, “An upgrade may seem like a long-term investment but how long before the latest models become outdated? A few years or just a few months?”
As Apple’s AI push unfolds, the mobile commerce landscape is clearly on the brink of significant change, with implications that reach far beyond simple software updates.
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