Apple unveiled its much-anticipated artificial intelligence game plan at its annual Worldwide Developers Conference (WWDC) on Monday, including updates to Siri and an integration with OpenAI’s ChatGPT.

The company has integrated AI technology into its latest operating systems so iPhone, iPad and Mac users will soon be able to utilize capabilities from Apple’s own AI models, as well as ChatGPT, to surface insights, complete tasks and generate content across apps.

Apple’s digital assistant Siri has had a major upgrade and is an integral part of the strategy, with the new ability to respond to text prompts as well as take action from within apps, such as sending an image from Photos to a message chain.

“This is going to bring us closer to realizing our vision in which Siri moves through the system in concert with you,” said Kelsey Peterson, director of machine learning and AI.

Siri can draw upon ChatGPT to answer queries that extend beyond personal tasks — with a user’s permission — and the model has also been integrated into Apple’s writing tools to aid in text and image generation.

Apple has also built its own image creation capabilities with a new product called Image Playground, though its offering is limited to animations, illustrations and sketches rather than the lifelike creations generated by OpenAI’s DALL-E.

The most powerful AI capability that Apple showcased was its ability to draw upon its vast data on users of its OS — from their images, to their emails to their podcast history — to offer personalized suggestions and complete nuanced tasks. Apple described its intelligence as “personal context” — a user could prompt Siri to “send mom the most recent photo of my dog,” for example, and it could perform the task without additional context. 

“Apple Intelligence is grounded in your personal information and context, with the ability to retrieve and analyze the most relevant data from across your apps, as well as to reference the content on your screen, like an email or calendar event you are looking at,” said Craig Federighi, SVP of software engineering.

The technology giant took every opportunity during its keynote address on Monday to differentiate its AI bet from others in the marketplace. 

For instance, Apple pushed privacy heavily during its AI pitch, continuing a narrative it has crafted for several years. Executives continually referenced how Apple’s AI system offers distinct privacy protections, including on-device processing and private servers powered by Apple silicon chips that enable higher compute tasks without storing user data. Code that runs on Apple silicon servers will be open to inspection from independent experts to verify the privacy claims.

“You should not have to hand over all the details of your life to be warehoused and analyzed in someone’s AI cloud,” said Federighi, throwing shade at Apple’s rivals.

Even the name of the system — Apple Intelligence — puts its stamp on the technology.

Apple enters the AI race

The presentation was Apple’s way of showing to consumers and investors alike that it has “done it right” when it comes to AI, as described by Federighi.

The technology giant has been viewed as somewhat of an AI laggard over the past 18 months while its peers like Alphabet, Amazon, Meta and Microsoft have rolled out various models and products.

Chief executive Tim Cook has pushed back against investors’ growing weariness about its AI roadmap by emphasizing that the company is “doing the work” to invest “responsibly,” describing this as Apple’s “MO” during recent investor calls. 

Apple is also in the privileged position of not needing a major gearshift to protect its fortunes; it beat profit and revenue expectations in its most recent quarter and is one of three companies in the world valued at $3 trillion or higher.

The technology giant opted to close its nearly two-hour keynote with its AI masterplan, not before spending time announcing updates to its operating systems and hardware lineup — a sign that its priorities remain within its core products, and not with a far-flung vision of the AI-powered world.

This article originally appeared on Campaign US.