Apple Hires Google Exec Lilian Rincon to Lead AI Marketing Ahead of Siri Reboot

Apple is reshuffling its marketing leadership as it prepares a delayed overhaul of Siri. The company has hired Google executive Lilian Rincon as its new vice president of product marketing for AI.



According to Axios (link), Rincon will report directly to Greg Joswiak, Apple's senior vice president of worldwide product marketing. She joins from Google, where she most recently served as vice president of product for Google Shopping. Her background also includes roles at Microsoft and Skype.


The hire comes as Apple works to reset its AI strategy. Rincon's arrival follows the recent hiring of Amar Subramanya, another former Microsoft and Google executive. Apple brought Subramanya on late last year to oversee its AI research, model development, and safety efforts after former AI chief John Giannandrea stepped down.

Much of Apple's near-term work centers on transforming Siri into a more powerful chatbot-style experience. The feature was originally expected earlier this year, but internal testing issues pushed the timeline back. It is now expected to play a key role in iOS 27.

A key part of that effort is a multi-year partnership to run Google's Gemini models on Apple's own devices and servers. Separate reporting indicates Apple also plans to allow Siri to connect to a broader range of AI apps beyond ChatGPT.

Apple is expected to share more details about its AI plans and the Siri revamp at WWDC26, which begins June 8 with a special in-person event at Apple Park.