Being promoted as the “biggest software release ever” for iPads, iOS 11 “makes iPhone and iPad so smart, they learn from you. So capable, they help you in more powerful and personal ways. And so in tune with you, they do things for you before you even ask.”

Does this sound familiar? Yes, it does: we went over machine learning in one of our last posts:

Machine learning is an application of AI that we might be most familiar with: it provides systems the ability to access data and automatically learn and improve from experiences without being explicitly programmed to do so.

Yes, the app store is (finally) getting a refresh (for the first time ever!), you can soon use text messages to send money with Apple Pay, the QuickType keyboard will let you fire off messages or emails with one hand, and artificial intelligence will make the operating system even more useful and powerful than ever before.

Siri

Using artificial intelligence and advanced machine learning, Apple has given Siri a major makeover. The app not only has a new, more natural and expressive voice, but will be able to translate text and speech into different languages.You can talk to Siri in English and ask her how to say something in Spanish, French, German, Italian or Chinese, and Siri will translate the phrase for you.

Siri will also work with Apple Music to become your own personal DJ. You can ask Siri to play a song, and based on your preferences in Apple Music, Siri will pick something you like. You can also use Siri to become a new trivia master, by asking questions like “who is the lead singer of this band”?

Siri will also make suggestions in Safari based on what you were recently reading. Siri will also offer to add items to your calendar if you confirm an appointment or book a flight or hotel via a travel website.

Siri can also make suggestions as you send text messages, based on what you were recently viewing. For example, if you were listening to a song and want to text the name of that song to your friend, Siri will suggest it in your messaging. Siri can also even tell your friends your estimated arrival times if you text them that you are on your way.

Siri will also learn what news topics you are interested in or prefer, and will suggest these in your News feed. Every time you open this feed, the results will be even more and more tailored to what you want to read.

Camera

Apple’s new SmartCam feature will detect your location and adjust the camera settings accordingly. For example, whether you’re taking a picture of a campfire in the dark, or a bright, sunny day skiing on the mountains, the AI embedded in the SmartCam will automatically adjust your settings so you can take the perfect photo.

The SmartCam will also now include a barcode scanner, so users can take a picture of a product in a grocery store and learn additional details about it, such as nutritional information and where the product came from before it reached the grocery store.

Maps

AI has now made Maps smarter, by detailing not only guidance on city streets and highways, but now indoors as well. Yes, Maps can now help you find your way around major airports and shopping centres throughout the world, so you no longer have to wonder which restaurants are on the other side of that airport security gate 🙂

Maps will also improve with Lane Guidance, which will help you avoid missing a turn or an exit by telling you which lane you should be in while driving. The app will also display the speed limit of the road that you’re currently driving on, too.

AI APIs

With all of these new machine learning capabilities active in iOS 11, Apple is planning to open up its AI APIs to developers in order to further innovation. In the near future, expect new, AI-driven features like face detection within apps.

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It’s hard to predict all of the possibilities with artificial intelligence and the new iOS 11 operating system, but we will keep a finger on the pulse of all developments and how any of these changes may affect your digital marketing strategy.

Learn more about artificial intelligence and the impact it’s forecasted to have on digital marketing in this year’s State of Inbound report: