How do Amazon, Facebook, Apple and Google use AI?

Solution architecture & consulting

Companies across the world are embracing artificial intelligence (AI) capabilities at a rapid pace,
and today’s leading technology companies — Amazon, Apple, Facebook and Google — are no

Here’s a look at how the big four tech firms are currently using AI:



AI is behind many of Amazon’s most popular efforts. Alexa, its voice-powered virtual assistant, uses natural language processing and machine learning to process user queries and carry out actions like ordering products or controlling smart home devices. In Amazon Go convenience stores, machine vision and algorithms make it possible to track when customers pick up items to make purchases without human cashiers. And as one of Amazon’s longtime AI flagships, its product recommendation technology analyzes user purchases to suggest items that customers may wish to purchase in the future.



Apple’s embrace of AI makes it easier for developers to create apps that can harness machine learning on Apple devices. Through Core ML, developers get access to machine learning tools for common tasks like image recognition. In 2018, Apple introduced Create ML, a toolkit that makes it possible for developers to learn the basics of how to build machine learning models.

With the introduction of the iPhone X, Apple added a neural engine to its A11 processor to accelerate AI-specific tasks. Combined with developer tools, new and experienced developers alike can easily build applications that take full advantage of machine learning capabilities and AI-focused hardware.



Facebook uses machine learning to make predictions about a user’s interests . Analyzing the likes, the likes of friends and location information, Facebook takes that information to determine content a user may enjoy through features like Facebook Watch. The extent of these prediction capabilities can also predict other future behavior, like what products a user may purchase, that can be shared with advertisers.



Google’s commitment to AI stems from its interest in deep learning, where artificial neural networks mimic the way the human brain processes information. The company’s interest in deep learning became public in 2011 through its Google Brain project, a neural network designed for image recognition. Google cemented its commitment to deep learning through the acquisition of Deep Mind, the machine learning company behind the Alpha Go, an algorithm-based digital competitor for the board game Go.

Across Google services, deep learning is used in everything from to natural language processing to providing user recommendations. Its open source TensorFlow machine learning programming platform enables users to develop their own neural network solutions. AI is also at the core of Google’s self-driving car efforts, incorporating deep learning algorithms into its autonomous vehicles.

| created by opinov8 team

Let us innovate
with you

Opinov8 uses cookies to improve your website experience with analytics and personalization.

By continuing to browse you agree to our use of cookies.