Apple Acquires Startup Laserlike To Boost Siri

Apple Acquires 'Laserlike' a Start-Up by Google Engineers

Apple has made another acquisition, this time it is a machine learning company called Laserlike that was founded by three former Google engineers.

The company notes on LinkedIn: "We're inventing a new way to search for and discover all of the things you love".

The goal, apparently, was an app that could deal with the overabundance of information on the web.

One of Laserlike's primary products was basically a search engine that used machine learning techniques to aid in content discovery and personalization. We continuously index web content, videos, news, local happenings, blogs and more to provide your daily "need-to-know" from authoritative sources. Employing state of the art AI algorithms, Laserlike continually learns from your usage to provide an awesome personalized lens of the world's firehose of information.

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Although Apple often acquires new companies for talent, patents or slithers of their ideas, it is thought that Laserlike could help to strengthen Apple's artificial intelligence efforts, including its Siri virtual assistant, which many have criticized when compared with Google Assistant or Amazon Alexa, which today offer better user experience and more functionality.

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According to The Information's sources, Laserlike's team has joined Apple's newly-formed AI group headed by John Giannandrea, who was promoted to senior vice president in December after being hired from Google a year ago.

The California-based firm says its core mission is to deliver "high quality information and diverse perspectives on any topic from the entire web to you", according to its website.

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