Apple unveils new AI features for its iPhones and other devices

CUPERTINO, Calif. (CBS, KYMA) - Apple unveiled new artificial intelligence features for its iPhones and other devices on the first day of the company's annual worldwide developers conference in Cupertino, California.

In a video presentation, Apple's top executives and engineers touted new developments in a range of products, including in its Siri voice assistant, now re-branded as Siri AI.

Apple, which has hit a few bumps in its AI innovations, says Siri will become more personalized.

"This includes personal context understanding, app actions, on-screen awareness, image understanding and access to broadworld knowledge. So Siri is now a profoundly more capable assistant that finds what you need and gets more done," said Mike Rockwell, Vice President of Siri Engineering.

Rockwell also said the new Siri will be more conversational, providing enhanced help with writing and other tasks.

Apple's worldwide developers conference attracts thousands of developers from around the world to Apple's Silicon Valley headquarters.