Apple e Google are adopting strategies to implement artificial intelligence (AI) in order to maintain their dominance in the tech sector. However, the conservative approach of these companies could be a risk in a highly competitive market.

Let’s see all the details below. 

The role of AI in the future of Apple and Google

In the ever-evolving technological landscape, Apple and Google, two of the main giants of Big Tech, are facing a crucial challenge: integrate the advanced functionalities of artificial intelligence (AI) to maintain their dominant position. 

According to ARK Invest, an investment firm led by Cathie Wood, artificial intelligence will be a key element for the future success of these companies, but it could also prove to be a complicated environment.

A recent white paper published by ARK Invest, written by the chief futurist Brett Winton, explored the disruptive role of AI in the business strategies of Apple and Google. 

Winton has emphasized that these companies tend to “de-risk” new technologies, allowing startups to face the initial risks before adopting such innovations on a large scale. 

Google, for example, released an advanced language model only after OpenAI dominated the market for over three years. Additionally, even at that time, Google’s performance lagged behind that of OpenAI.

Winton has compared the drop in costs for intelligenza artificiale to Moore’s law. Specifically, stating that the costs to manage AI models are halving every four months, a speed that far exceeds that observed in semiconductors.

This rapid decline in costs has the potential to make AI accessible to an increasing number of companies, allowing even smaller competitors to challenge giants like Google and Apple.

The approach of Big Tech

In any case, Google and Apple seem to adopt a more cautious approach to AI integration. Google, despite having started to implement some language models, has lagged behind OpenAI in terms of performance and cost per unit. 

Apple, on the other hand, has not yet released an advanced language model, but it is expected to debut with products based on artificial intelligence in the fall of 2024. 

Winton has observed that this slowness does not necessarily mean a loss of competitiveness. In fact, delaying the introduction of disruptive technologies could be a strategic choice to avoid the risk of launching products with unpredictable behaviors. 

Which consequently could damage the reputation carefully built by these companies.

Despite this, Winton expressed concern that such a conservative approach could prevent Google and Apple from reaching full performance with their AI implementations. 

He observed that, while these companies prefer less disruptive technologies, artificial intelligence is inherently transformative and cannot be contained within traditional models.

Risks and evolutions 

Disruptive technologies, such as artificial intelligence, present peculiar characteristics. 

Among these, the significant reduction of costs, the penetration into underserved or new markets, and business models that often delay monetization, making them initially financially unattractive, stand out.

However, these technologies offer opportunities for new entities to challenge the dominance of large companies, creating a more dynamic competitive environment.

According to ARK Invest, artificial intelligence not only represents an opportunity for tech giants to strengthen their control over the market, but it could also open the door to a new generation of companies ready to seize the occasion. 

The speed at which AI is evolving will force Google and Apple to move quickly, otherwise they risk losing ground to more agile competitors.

Winton concluded by noting that, while companies like Google and Apple try to balance risk with their reputation, they might find themselves at a disadvantage in the face of the rapid growth of AI. 

Artificial intelligence, with its unprecedented pace of evolution, represents a challenge for established companies that must decide whether to adapt quickly or fall behind.

In an increasingly competitive market and with the speed of AI development continuing to grow, Apple and Google must make a crucial choice. Either embrace innovation or risk being overtaken by other competitors. 

Artificial intelligence, with its potential for radical transformation, could redefine the future of the technology sector and test the innovation capacity of the world’s largest companies.