Apple could soon be the next big name in artificial intelligence (AI).

Apple is reportedly hiring new generative artificial intelligence experts and doing more work on AI, a move that experts say could change the way you use the company’s products.

"Generative AI that produces images or text could enable entirely new experiences," Keith Brisson, who previously led engineering teams in Apple's AI group, told Lifewire in an email interview. "For example, photo editing could become interactive and even voice-activated ('remove those two people in the background'). It could also be used to enhance Siri or even supplement autocorrection capabilities in the OS."

Apple is notoriously tight-lipped about new products. However, Apple job listings showing the company is hiring machine learning specialists who are “passionate about building extraordinary autonomous systems” appeared on April 27.