Apple Intelligence Revealed at WWDC 24

Written by Peter Sparrow , Creative Director at Kettle

It has finally been announced: AI has come to Apple at WWDC 24. We at Kettle are familiar with AI and have extensively studied how to integrate it into our processes, explored its ethics, and are consistently testing its boundaries. This is going to change everything.

The integration across Apple devices is seamless. It is perhaps the largest-scale implementation of personal AI the world will see in one moment. It permeates and supercharges everyone's already familiar applications and workflows, and continuity between devices is where Apple can truly differentiate in the space right now. It’s integrated into our workflows, so it’s going to be immediately useful.

As its now foundational within the operating system, it will elevate the current expectations of day-to-day user experiences, delivering on the promise of intelligent assistance, and allowing us to spend more time on moments that matter. Whether it's creative collaboration and communication or more time with each other away from our screens entirely. It has the potential to enable a real behavioral change in us all and our continued relationship with these devices. Being able to effortlessly find and attribute data throughout an already high-use everyday software suite, such as your calendar, messages, mail, and location, seamlessly helps navigate your goals and does menial tasks for you. Eliminating the currently fragmented data experience between apps, supercharging workflows, and daily tasks, Apple will once again manage to make everyday workflows simpler and more personal. This time, Apple Intelligence could bring an entirely new era of usability for everyone. Less input, more magic.

Creativity is going to get faster than ever before. It will change what's possible and help us see new ways into our work. Instant written and visual generated content will supercharge creativity and validate ideas 'in the moment' to a very high level of fidelity. This will help initial ideation not only move faster, but by saving time, it will allow us to expand creativity exponentially in the same timeframes, potentially delivering more exciting and strategically refined ideas.

Privacy is crucial. As we think about how we navigate this era of possibility, Apple Intelligence delivers on the continued Apple privacy promise. While AI is built on crowd-sourced information and historical data, Apple uses advanced techniques like differential privacy and federated learning to ensure our data remains secure. So we can use Apple Intelligence to create personal and professional experiences and trust that those experiences stay private. Full transparency and third-party verification are also where Apple stands out by taking accountability for how this technology affects us and our data. Apple has an exciting opportunity and responsibility to set the standards and values for AI in the future.