Apple nabs Google exec to lead AI marketing

Ina Fried

Illustration: Lindsey Bailey/Axios

Apple said Friday that it has hired Google executive Lilian Rincon to lead AI product marketing as it prepares a delayed overhaul of its Siri assistant.

Why it matters: Apple is racing to reset its AI strategy, with a revamped Siri central to competing against fast-moving rivals.

Driving the news: Rincon will serve as VP of product marketing for AI, reporting to Greg Joswiak, Apple's senior VP of worldwide product marketing.

Rincon's most recent role at Google was VP of product for Google Shopping. Before that she held roles at Microsoft and Skype.

The big picture: Apple has been seeking to reboot its AI strategy after early stumbles. Much of its near-term work centers around transforming Siri into a more powerful chatbot-style app.

A key part of that effort is a multiyear partnership with Google that gives Apple the ability to run Google's Gemini models from its own devices and servers.
The company is also set to allow Siri to connect to a broad range of AI apps — not just ChatGPT — Bloomberg reported on Thursday.

Context: Rincon's hiring follows Amar Subramanya — formerly of Microsoft and Google — who joined as VP of AI late last year overseeing the company's work around AI research, models and safety.

What we're watching: Apple is likely to say more about its AI plans and the Siri revamp at its WWDC event, which kicks off June 8.

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Apple nabs Google exec to lead AI marketing

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