Apple is expanding its AI capabilities by integrating Asa, a new AI chatbot, into its internal SEED app for retail employees. Following its recent rollout in the Apple Support app, Asa is designed to enhance sales skills by providing employees with detailed information about Apple products and their advantages. With Asa, employees can ask questions related to product use cases, making it a valuable training tool for refining sales techniques. This innovative feature is currently in the testing phase and aims to help newer employees quickly acquire essential knowledge, especially with the upcoming iPhone 17 launch. Furthermore, Apple is reportedly working on a general-purpose AI chatbot for future Siri enhancements, hinting at broader AI integrations in the company’s ecosystem. As Apple pushes the envelope on AI technology, this initiative signifies a strategic move towards improving customer support and retail employee training.
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