Apple has appointed former Google VP Lilian Rincon as its vice president of product marketing for artificial intelligence, marking a significant leadership change. Rincon joins from Google Shopping, where she served as vice president of product and led global consumer-facing shopping experiences. Her experience also includes work on Google Assistant and previous roles at Microsoft and Skype.

At Apple, Rincon will oversee product marketing and product management for all AI platforms, reporting directly to marketing chief Greg Joswiak. The timing is critical as Apple prepares to roll out an updated chatbot version of Siri in iOS 27. The company faces mounting pressure to catch up with competitors who have deployed more advanced AI features across their operating systems.

Apple's AI efforts come as the company overhauls Siri with a smarter version and a full chatbot competitor to services like Claude, Gemini, and ChatGPT. The first glimpse of these new AI features will arrive at the 2026 Worldwide Developers Conference beginning June 8. With this hire, Apple signals its commitment to strengthening its AI marketing strategy and closing the gap in AI capabilities that has left it trailing Android and Windows platforms.