Apple CEO Tim Cook held an hourlong all-hands meeting in which he told employees that the company needs to win in AI: "Apple must do this. Apple will do this."

Apple CEO Tim Cook boasted about the potential of AI and the company’s approach to developing it in a rare all-hands today that was reported on by Bloomberg. Apple has been slow to roll out some of its AI features and has stumbled with a planned AI-powered upgrade to Siri, which it delayed earlier this year.

Apple CEO Tim Cook has held a company-wide meeting to discuss plans for how it will compete in the AI space after a lackluster showing to date. According to Bloomber g’s Mark Gurman, Cook spent an hour telling the company’s employees that Apple sees the “AI revolution” as being even bigger than that of the smartphone.