How iPhone's AI-Powered Software Is Offering a Personalised Experience

From advanced algorithms to personalised user-generated content, the use of AI is significantly impacting how individuals use their iPhones and what content they receive.

Apple has transformed the user experience by implementing ‘Apple Intelligence’, a deeply integrated system which has machine learning throughout IOS, giving it the ability to understand behaviour across multiple apps.

Even casual phone users are experiencing this in unexpected ways, whether it is through social media, news updates or recommended games, the content people are seeing is becoming increasingly personalised towards them. For example, an ice fishing game could be recommended to a user based on specific interests related to this.

iPhones have incorporated AI technology into their recent updates in several ways. For example, through a more personalised Siri, which uses similar technology as social media apps to offer personalised content.

On top of this, these AI features have also been implemented to grant users easier and more accessible app usage and to streamline daily tasks.

A More Personal Siri

Siri is Apple’s voice activated personal assistant that offers users quick responses to queries, as well as offering useful features such as setting alarms or opening apps for you. Apple first introduced this in 2011, but in recent years, through modern AI technology, Siri has become far more personalised for users.

With Apple Intelligence, Siri can access and analyse information across multiple apps. For example, it can find recipes that you sent in an email or rediscover a text you sent in a document that you forgot about.

Understanding this information means that Siri can also recommend things you might want to see. For example, if a friend texts you about a restaurant recommendation, then Siri can offer you directions, suggest booking a reservation online, or add the date to your calendar.

Most social media platforms use an algorithm to try to enhance the user experience. AI systems can read behaviour, such as what content you most engage with, and spend the longest watching, subsequently offering you similar content that you might want to watch.

Apple Intelligence works in a similar way, understanding behaviour across apps so it can offer you a more personalised experience, without being stored or made accessible by Apple.

How Apple Intelligence Streamlines Daily Tasks

There are also other ways in which iPhone’s AI-Powered Software is changing the user experience. Primarily in how it streamlines tasks. For example, generative writing and communication tools allow AI to rewrite, proofread or summarise texts in mail and notes apps.

There is also an intelligent photo search, where AI can seek out specific people from your camera roll and offer you the chance to look through photos exclusively with them. When taking photos, AI tools can also be implemented to remove unwanted background objects or people in the photo.

People can have reduced interruptions through a new ‘focus mode’ where AI understands the content of notifications, only showing you the most important ones.

All these new AI-powered features not only make iPhone updates more streamlined, but also more personalised.