Apple Recruits Google Executive to Lead AI Marketing, Taps Google Technology to Rebuild Siri

Apple is accelerating efforts to strengthen its generative AI strategy, preparing to rebuild Siri with Google’s Gemini models and cloud technology while developing the next generation of Apple Intelligence. The virtual assistant upgrade will help determine whether Apple can narrow the gap with rivals including Google and OpenAI, and will also shape the user experience across its device ecosystem.

Apple has hired Lilian Rincon, the former head of Google’s shopping and assistant businesses, as vice president of AI product marketing. She will oversee market positioning and promotion for the new Siri and Apple Intelligence. Reports did not disclose her official start date, compensation or the launch timetable for the revamped Siri, but confirmed that the technology partnership covers Gemini and Google Cloud services.