Apple CEO Tim Cook said the company plans to "substantially" grow its investments in artificial intelligence, underscoring the company's newfound push into the buzzy technology.

Speaking at the Code Conference in Southern California on Wednesday, Cook said the company's AI investments will span research, infrastructure, and product development. "We're going to be substantially growing our investment in AI and ML [machine learning] over the next few years," Cook said. "We're investing in the infrastructure to support that. We're investing in the research to support that. And we're investing in products."

Cook's comments come as Apple has faced mounting pressure from investors and analysts to show more progress in AI. While the company has long used machine learning in products like Siri and Photos, it has yet to make a major splash in generative AI, the technology behind apps like ChatGPT and DALL-E.

In recent months, however, Apple has signaled a renewed focus on AI. In April, the company hired former Google AI executive John Giannandrea to lead its machine learning and AI efforts. And in May, Apple said it would use AI to improve the performance of its upcoming Vision Pro mixed-reality headset.

Cook said Apple's approach to AI is focused on using the technology to enhance the user experience. "Our goal with AI is not to create a new category of products, but to use it to make our existing products better," he said. "We want to use AI to make our products more intuitive, more personal, and more helpful."

One area where Apple is likely to use AI is in improving Siri, its virtual assistant. Siri has long lagged behind competitors like Amazon's Alexa and Google Assistant in terms of functionality and accuracy. Cook said Apple is "working hard" to improve Siri and that the company has "some really cool things coming."

Apple is also likely to use AI to improve the performance of its other products, such as the iPhone, iPad, and Mac. For example, the company could use AI to improve the camera quality, battery life, and security of its devices.

Cook said Apple is committed to using AI in a responsible way. "We believe that AI has the potential to be a force for good in the world," he said. "But we also believe that it's important to use it responsibly and ethically."

As part of its commitment to responsible AI, Apple said it will publish a white paper on the topic later this year. The company also said it will create an "AI ethics board" to review its AI projects and ensure they are in line with its values.

Cook's comments on AI come as the technology is rapidly evolving and becoming increasingly important in the tech industry. Many experts believe that AI will have a profound impact on the way people live and work in the coming years.

Apple's competitors, including Google, Microsoft, and Amazon, have all made significant investments in AI in recent years. Google, for example, has been working on a variety of AI projects, including Google Assistant, Google Translate, and Google Photos. Microsoft has also been investing heavily in AI, with products like Cortana, Microsoft Translator, and Microsoft Photos. And Amazon has been using AI in products like Alexa, Amazon Go, and Amazon Rekognition.

While Apple has been slower to embrace AI than some of its competitors, Cook said the company is well-positioned to succeed in the space. "We have a long history of using technology to make a difference in people's lives," he said. "And we believe that AI is going to be one of the most important technologies of our time."

Cook said Apple's focus on user experience and privacy will give it an edge in the AI market. "We believe that people should have control over their data and that their privacy should be protected," he said. "And we think that's going to be a big differentiator for us in the AI space."

Overall, Cook's comments suggest that Apple is serious about investing in AI and using the technology to improve its products and services. While the company has a lot of catching up to do in the AI space, it has the resources and the talent to make a significant impact in the coming years.