Apple CEO says boosting AI investment, will hire more AI workers in UK
Justin Sullivan
Apple (NASDAQ:AAPL) CEO Tim Cook said on Friday that the U.S. tech giant is increasing its investment in artificial intelligence and expects to hire workers on the technology in the U.K.
"We're hiring in that area [artificial intelligence], yes, and so I do expect [investment] to increase," Cook told the PA news agency, according to the BBC.
Michelle Donelan, U.K. Secretary of State for Science, Innovation and Technology, called Apple's decision "another vote of confidence" for the country's tech sector.
"Appleâs ongoing investment in brilliant British talent highlights our global credentials as both an AI and technology superpower," Donelan wrote in a post on X, formally known as Twitter.
Apple (AAPL) shares rose 1% in pre-market trading on Friday.
On the company's second-quarter earnings call, Cook said generative AI, the technology that has taken the world by storm via chatbots such as ChatGPT, was "very interesting," but that caution was needed.
"I do think it's very important to be deliberate and thoughtful in how you approach these things," Cook said. "And there's a number of issues that need to be sorted, as is being talked about in a number of different places. But the potential is certainly very interesting."
He expanded upon those thoughts on the next call, saying the company had been doing work across AI, including generative AI, "for years."
"We're going to continue investing and innovating and responsibly advancing our products with these technologies with the goal of enriching people's lives," Cook said. "And so that's what it's all about for us. And as you know, we tend to announce things as they come to market, and that's our MO, and I'd like to stick to that."

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