Apple has hired an AI expert from academia to head up research in this area as the firm looks to keep pace with the likes of Google and Microsoft.
Ruslan Salakhutdinov (left) is currently an associate professor in machine learning at Carnegie Mellon University but he posted on Twitter that he will now also work at Apple.
Excited about joining Apple as a director of AI research in addition to my work at CMU. Apply to work with my team https://t.co/U2hQl2GdhA— Russ Salakhutdinov (@rsalakhu) October 17, 2016
He called on others with the relevant skills to join him with a link to a job posting. The posts are for research scientists in the area of machine learning and give an insight into Apple's hopes in this area.
"We are looking for exceptional hands-on research scientists with a proven track record in a variety of machine learning methods from the realms of deep learning, reinforcement learning, unsupervised learning and computer perception," said the listing.
"You will join a world-class, multi-disciplinary team and participate in cutting-edge research in deep learning, machine intelligence and AI. You will solve real-world, large-scale problems."
The move comes as Apple looks to push on with its efforts in AI after some had warned that the company had fallen behind in the market, especially as it at one time probably held the lead with its Siri service in 2011.
Apple has since let this slip and rivals, notably Google, have pushed ahead. The firm is set to launch its Pixel phone containing the Google Assistant service that functions as a far smarter version of Siri.
Comes just week after firm announced plans to bin the service
Details of a trio of Intel Coffee Lake CPUs leaked
Ding-dong Adobe Flash is dead
Ultra-high-end all-in-one PCs from HP feature either 24-inch or 27-inch displays