The most influential technology corporations simply can’t get enough of talking about artificial intelligence, especially the “generative AI” variety that can produce text, images, and code that are similar to those of humans.

Alphabet CEO Sundar Pichai and his team used the word “AI” 66 times during conference calls following this week’s earnings reports. It was repeated 47 times by Microsoft CEO Satya Nadella and his staff. And on Wednesday, Facebook’s management staff and Meta CEO Mark Zuckerberg said the secret phrase 42 times.

However, Apple rarely discusses AI, so don’t anticipate hearing anything about it when the company reports its profits the following week.

Its competitors, who are always generating anticipation and raising expectations, stand in stark contrast to it because of their serious approach to the new technology.

Only twice, both in answer to questions, did Apple CEO Tim Cook mention AI on the company’s earnings call in May. Apple never used the phrase at its two-hour software launch event in June, despite announcing a number of new features that included AI.

The term “machine learning,” which is preferred by academics and practitioners, is what Apple executives really use. Additionally, Apple executives prefer to discuss the software’s benefits to the user rather than the technology that enables those benefits, such as organizing images, improving typing, or filling out PDF fields.

Apple has chosen to view artificial intelligence (AI) as a fundamental part of computers rather than as the wave of the future. The AI of Apple operates in the background. And because it doesn’t need to, the business doesn’t complain about it as loudly as some of the other businesses do.

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Microsoft, Google, and Meta are bringing everyone together around AI. Even though the future is uncertain

Although Meta, Microsoft, and Google are eager to sell the shovels for the AI gold rush, such as cloud services and developer tools, it is still unclear how AI could change their most important products and when it could start bolstering balance sheets, according to executive comments from earnings calls this week.

For instance, Google has made plans to redesign its search engine utilizing an AI model dubbed Search Generative Experience. The largest recent effort from Microsoft is a $30 monthly “Copilot” subscription that incorporates generated text or code from partner OpenAI’s ChatGPT into Word, Powerpoint, and other products.

The large language model, or LLaMA, developed by Facebook parent company Meta is their most recent AI technology investment. It might support new types of social media chatbots or automatically create online advertisements.

Apple continues to derive the majority of its revenue from iPhones, which contributed $51.3 billion of the $94.84 billion in sales the company recorded during the second quarter of its fiscal year. Why speak such a big game about AI?

Additionally, during results calls earlier this week, mega-cap tech giants gave investors a hint that the implementation of AI technologies would take some time.

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When it comes to Microsoft, Nadella downplayed investor expectations for Copilot by indicating that growth would be modest, while the company’s finance head, Amy Hood, acknowledged that the implementation would be “gradual.”

Investors could not fully comprehend how the Copilot subscription affects the business’s income until the following year. We’ll begin to see some genuine revenue signals from it in the second part of the upcoming fiscal year, according to Nadella.

Google and Pichai claim that their text-generating AI models will improve their search engine and may even be able to respond to queries that a regular Google search cannot. According to Pichai, there are “opportunities” for new types of ads using AI-generated search, and generative AI used for ad creation and serving will “supercharge” the company’s current ad business.

When questioned about how SGE would enhance usage of the search engine and hence generate income, Pichai responded that the business was experimenting and that it was still “early days” for the new AI-powered search.

According to Pichai, “I think we are definitely moving in the right direction, and we can see it in both our metrics and the feedback we’re receiving from our users.”

In his remarks, Zuckerberg was gushing about the use of artificial intelligence in virtual reality, ad targeting, and the recommendation of material from accounts that users don’t follow.

He was especially upbeat about the idea of “AI agents,” where software will be able to automatically communicate business customers without the involvement of a human, or work as a coach, or be a personal assistant.

Zuckerberg acknowledged that he was unsure of the user base for the new AI functions.

The truth is that we simply don’t know how quickly they will grow, according to Zuckerberg. He claimed that Meta was internally debating how much money it should spend on AI servers.

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