(Reuters) - Apple ( AAPL ) will deliver some of its upcoming artificial intelligence features this year through data centers powered by its own in-house chips, Bloomberg News reported on Thursday, as the iPhone maker looks to integrate generative AI in its products.

The company is putting its chips in cloud-computing servers capable of processing advanced AI tasks coming to Apple ( AAPL ) devices, the report stated, citing people familiar with the matter.

Apple ( AAPL ) did not immediately respond to a Reuters request for comment.

The chips are similar to those that power Apple's ( AAPL ) Mac computers, the report said, adding that simpler AI-related tasks will be processed on-device.

The plan to use its own chips and cloud processing for AI tasks was conceived around three years ago, but Apple ( AAPL ) sped up the timeline after the launch of OpenAI's ChatGPT kicked off an AI craze, according to the report.

Earlier this week, Apple ( AAPL ) announced its next-generation chipset, the M4, which will be powering the new iPad Pro models and will support some AI capabilities.