Or just keep calling it Siri, and announce "hey look, Siri does some cool new things."

AI is a technology, not a product. Consumers don't care about technologies, they care about what the product does versus what they currently have.

I think Jobs was an asshole, but one good thing I can say about him is that he understood the difference between technology and products. Imagine if they had called it the "iPod HDD."

The ergonomics of “the new X” sort of fall apart when you’re releasing it in stages. (Not in EU/only in English) It spawns a lot of conversations like “do you have the new Siri? Uh… I think so? It’s still crap though.” You cart around this bad brand image because you pitch this big watershed moment and 2/3rds of people are still using the “wrong” Siri.

Siri and Voice Control were both usable during the same time and it feels like it could work here too.

Totally agree that AI is just an implementation detail though. IMO that new product name should NOT have “AI” in it at all.