Generative AI – artificial intelligence which can create media based on text prompts – continues to be a target of investment for big firms despite widespread concerns over its impact of copyright, or ownership. That is because the software “learns” by analysing a massive amount of data often sourced online and people are concerned it draws on their copyrighted work. Companies are pouring money into AI. Amazon announced an investment of up to $4bn (£3.3bn) in San Francisco-based AI firm Anthropic on Monday. That followed Microsoft’s multibillion dollar investment in ChatGPT maker OpenAI in January. Why is Apple hiring while other technology companies are firing ?