Reuters released a report yesterday that Apple has posted several job listings for artificial intelligence experts with the goal to expand and develop its machine learning knowledge. This acquisition of new talent is all in an effort to match Google's predictive functionality while still keeping to their strict codes of privacy. Predictive funcionality is at the core of Apple's mission to improve searches and its new Proactive Assistant to be released in the upcoming Apple event along with the new iPhone.

Why is this a challenge for one of the leading tech companies in the world? In order to compete with Google's search functionality, which is based on countless accrued data over the years, Apple would have to match the AI capabilities of an engine that runs on mined data while respecting the user's privacy. Apple hopes to achieve this by also hiring experts for its product marketing and retail division.

It may seem counter-productive to keep such high standards of privacy and at the same time claim that your virtual assistant can be proactive without ever learning your preferences. If ever Apple comes up with AI smart enough to do so, they may actually give Google a run for its money. Privacy advocates have always been at Google's throat for their practices and if a viable alternative to predictive searches can be found, Apple would strike gold.

To be fair, Google is very open about their data mining activities and consider it as part of their research to improve their services. Google's privacy policy was ammended several times and for good reason. It details what information is collected when you use their services and how they use that information to serve you better. It's quite a long privacy statement and the amount of data they openly admit to collect is both scary and honest. Needless to say, we're behind Apple's endeavors to find an alternative.