Apple Inc. is quietly working on artificial intelligence tools that could challenge those of OpenAI Inc., Alphabet Inc.’s Google and others, but the company has yet to devise a clear strategy for releasing the technology to consumers.

The iPhone maker has built its own framework to create large language models — the AI-based systems at the heart of new offerings like ChatGPT and Google’s Bard — according to people with knowledge of the efforts. With that foundation, known as “Ajax,” Apple also has created a chatbot service that some engineers call “Apple GPT.”

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