Apple is ramping up its artificial intelligence efforts with a major executive hire. Lilian Rincon, a former veteran at Google, has officially joined the Cupertino tech giant as the new Vice President of AI Product Marketing. Rincon brings over a decade of experience from Google, where she most recently led Google Shopping and previously served as a key executive for Google Assistant.

In her new role at Apple, Rincon will be responsible for the product management and marketing strategies of the company’s AI platforms. This includes the highly anticipated Apple Intelligence suite and a revamped version of Siri. According to reports from 9to5Mac and iClarified, Rincon’s expertise in consumer-facing AI features is seen as a vital asset as Apple prepares to integrate more advanced machine learning across its device ecosystem.

The strategic move comes at a critical time for the company. Apple is reportedly working on an upgraded version of Siri that could launch later this year, with some reports suggesting the company is exploring partnerships to leverage Google’s Gemini models. By bringing Rincon on board, Apple aims to sharpen its competitive edge against rivals like OpenAI and Microsoft in the rapidly evolving generative AI space.