Tech giant Apple has created a new team to build a ChatGPT-like app called Answers, Knowledge and Information, according to Bloomberg.

The new app could be a standalone app or offer search capabilities in Siri, Safari, and other Apple products.

Apple is also looking to hire for this team. 

Notably, Apple has already integrated ChatGPT into Siri but more a more personalized, AI-powered update to the voice assistant has been delayed several times.

In an hourlong meeting, Apple CEO Tim Cook also told employees that the company needs to win in AI.

Apple's move to create a ChatGPT-like app comes amid mounting criticism against the tech giant for being a laggard in executing its AI ambitions.

In an earnings call last week, Cook told investors and analysts that Apple would “significantly” increase its AI investments.

Its rival Meta has been aggressively hiring from rivals including Apple to beef up its superintelligence unit. New age AI companies such as OpenAI, Anthropic and Perplexity have released new features, struck strategic deals and looking to raise new funding to shore up their growth and clout. Meanwhile, Chinese AI startups have made big strides in the past months, intensifying competition in the AI industry.