Oddly enough I find Apple's approach to AI more to my liking than Googles. When I do a voice query on Google and all of a sudden every ad on the device is related to what I just did, I feel abused.

I think the confusion here is the difference between data mining and AI. Google is great at data mining and less convincing when it comes to actual learning (Look at Alpha GO, it is an algorithmic exploit of a game, not a breakthrough).

I've been thinking recently that Google is the one with the losing approach. Personally, I have been using Bing a lot more because Google has been pushing the good results to page 2-3. Whatever their big AI is doing seems, at least for me, to not be working.