Apple is exploring the use of generative AI to enhance the design process of custom chips utilized in its devices. The company's senior vice president of hardware technologies, Johny Srouji, emphasized the need for advanced tools during a recent conference, indicating that generative AI could significantly reduce design time and improve productivity. Srouji noted the crucial role of electronic design automation (EDA) firms in supporting the intricate chip design requirements. Major EDA companies like Cadence Design Systems and Synopsys are also looking to integrate AI into their workflows. Although Srouji framed this as a new initiative, reports suggest that Apple has been employing AI in its chip designs through third-party EDA solutions for several years. This move aligns with the broader tech industry's increasing focus on AI, as seen by other major firms ramping up their AI investments and workforce adjustments to integrate AI capabilities effectively.

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