We demonstrated Apple Intelligence. This is what new AI tools can do

Apple’s new AI tools are here. The company is now trying to help customers understand them.

The Cupertino, Calif.-based tech giant on Wednesday began offering 15-minute briefings to customers at its hundreds of U.S. retail stores about the company’s new set of AI tools called Apple Intelligence, which can help iPhone users compose emails faster, create new emojis and delete their exes from photos.

Apple Intelligence is a key feature of Apple’s latest operating system, which the company hopes will encourage more customers to upgrade and buy more devices. The new features are featured prominently in the iPhone 16 and iPhone 16 Pro commercials that recently aired, including during the World Series.

Artificial intelligence tools have been available to the general public for some time, but putting them directly into the hands of loyal Apple users could greatly accelerate the adoption of the technology. But some users will likely need a steep learning curve for these features, so Apple Store employees are tasked with introducing customers to them.

The first set of new tools became available with the latest operating system update and works on iPhone 15 Pro, iPad A17 Pro or M1, Mac with M1 or later.

“One of the challenges with a new tool like Apple Intelligence is getting people to try it,” said Rob Enderle, principal analyst at consulting firm Enderle Group. “We tend to be creatures of habit, and especially as we get older, we don’t mess around with things that are new and different. So getting people to use the tool becomes an important part of actually testing (whether) the tools are (good).”

Here are some of the key Apple Intelligence features demonstrated by The Times.

Help with communication

New AI tools can help iPhone, Mac and iPad users proofread and create messages.

For example, an iPhone user planning a sushi party at home can enter a few annotations describing the time and place of the event, and Apple Intelligence will help create a complete invitation.

Apple Intelligence can help change the tone of a message—whether the user wants it to be more friendly or professional.

The technology can also flag questions in an email that a user hasn’t answered, summarize reminders, and set priorities to notify users of time-sensitive messages, such as when a delivery has arrived, so the note doesn’t get lost in the inbox.

Compilation of memories, erasure of the former

AI tools can help users better find specific photos in their libraries and create short videos to relive memories by entering descriptions. For example, a mom can type in “Hannah and her bunny over the years” and the software will generate a video slideshow from her photo library with music.

Apple Intelligence also has a photo editing tool in the Photos app that lets users remove unwanted objects or people from their photos by tapping, swiping, or circling the image. It allows users to remove selfie sticks, photo bombers, or even their ex-boyfriend or girlfriend from a picture.

Smarter Siri?

Thanks to updated tools, Apple’s Siri voice command system will be able to better recognize user requests, even if they stumble over their words. Users can speak or type questions to Siri.

For example, if someone says to Siri, “Set an alarm for — oh, wait, no — set a timer for 10 minutes. Actually I just thought about it, I can probably do it in five. Do it for five minutes,” in theory, the software would be able to determine what this tongue-tied person was trying to say.

Emoji on demand

Apple Intelligence also allows users to create their own custom emojis to use as stickers or reactions in text messages. For example, users can enter a description such as “shrimp with a cowboy hat” and receive a matching emoji to communicate with.

Apple said more Apple Intelligence tools will be released in December, including ones that create emoji-like images based on photos of their friends and family, and the ability to access ChatGPT through Siri.