Apple is turning Siri into an agent that can book vacations, buy things, and handle tasks by talking to you. Developers can plug in Google's Gemini or Anthropic's Claude. Hassemer says businesses aren't ready for how this changes how customers find them.
meaning they're not just allowing you to select what model is going to go under Siri, but Siri is going to go fully agentic on you, meaning you're going to be able to talk to your phone, have it book, book vacations for you, buy you products, do all that kind of stuff within your environment. And people aren't ready for this. What was really interesting to me is that they're going to allow this to happen through Gemini and Claude, so you can hook your Siri to either one. And now that's going to change the way that you're going to get found. By the way. So the thing to do here, if you are a business, is to make sure that you can talk to
