Some Apple iPhone users are aware that Siri, the smartphone's digital assistant, can make appointments and check the weather, but it cannot book a flight or make reservations at your favorite restaurant.

Chances are now that a new version of Siri could actually book a flight to Panama and do much more.

Some former Siri engineers have come together to push their newest version of Apple's digital office assistant to the next evolutionary level: an Artificial Intelligence (A.I.). This "A.I. Siri" might be unique but it will not be alone among other digital giants like Google.

In an interview with Wired early this month, some of the engineers from Siri discussed the dreams and hopes for Siri as the new and improved Viv. This new startup company known as "Viv Labs" assert that they can remove Siri's restrictions. The makers want Viv to learn on its own, and therefore teach itself to become more efficient. The Viv designers want their A.I. to have the ability to answer, complete, and implement almost any and all questions that it is asked to do.

"Siri is chapter one of a much longer, bigger story," Dag Kittlaus said, one of Viv's co-founders. Kittlaus is the man behind the creation of Siri, along with Viv's co-founders Adam Cheyer and Chris Brigham, Wired reported.

Viv's creation has been in secret with very few A.I. experts involved. For over two years this team has been working on this product. One well-known A.I. professional who is head of the Allen Institute for Artificial Intelligence, Oren Etzioni, says that if they are successful then this could be the future of "intelligent agents and a multibillion-dollar industry," Wired reported.

Siri is only four years old. Viv could be the child that far exceeds its parents abilities. The Apple digital voice assistant was first introduced on the iPhone 4S in 2011, and it was all the rage then. The Viv makers claim that it could fly past Microsoft's Cortana, and even Siri itself, TechRadar reported.

"I'm extremely proud of Siri and the impact it's had on the world, but in many ways it could have been more," Cheyer, the Viv Labs co-founder, said. "I want to do something that could fundamentally change the way software is built."

Viv can perhaps do more. The Viv Labs makers posit that their A.I. can interpret voice commands, and it could link and view travel sites such as Kayak, SeatGuru and others to book a flight, TechRadar reported. Viv has access to a "global brain" that assists in powering a million different apps and devices all at once. This global brain could in theory incorporate even more businesses and applications into its networks.

Viv as an A.I. is growing, but the interest of A.I. technology is getting digital international attention. Google recently paid half a billion dollars for a learning company "DeepMind" out of the U.K. And Google also gained and added A.I. experts Geoffrey Hinton and Ray Kurzweil to its headquarters in California, Wired reported.

Even Facebook has its own "deep-learning group" headed by Yann LeCun from New York University. The social media giant wants to create a new generation of A.I. that can perhaps process huge amounts of data which will anticipate and accomplish a users desires, Wired reported.

Viv is also not a unique voice-navigated system. Besides Siri, there is also Google Now and Microsoft. Microsoft has been in the field of machine-learning approaches for decades, and they have most recently launched Cortana. And now Amazon has voice capability with its Fire TV product, Wired reported.

The Viv founders illustrate that those services are limited because it can only do actions in isolation. Cheyer says that "Google Now has a huge knowledge graph -- you can ask questions like 'Where was Abraham Lincoln born?' And it can name the city. You can also say, 'What is the population?' of a city and it'll bring up a chart and answer. But you cannot say, 'What is the population of the city where Abraham Lincoln was born?'"

Viv might have the ability to do both.