Apple creates Asa chatbot for staff training – Digital Watch Observatory
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Home | Updates | Apple creates Asa chatbot for staff training
The Asa chatbot will allow Apple Store employees to ask open-ended questions and receive tailored training responses.
Apple is moving forward with its integrated approach to AI by testing an internal chatbot designed for retail training. The company focuses on embedding AI into existing services rather than launching a consumer-facing chatbot like Google’s Gemini or ChatGPT.
The new tool, Asa, is being tested within Apple’s SEED app, which offers training resources for store employees and authorised resellers. Asa is expected to improve learning by allowing staff to ask open-ended questions and receive tailored responses.
Screenshots shared by analyst Aaron Perris show Asa handling queries about device features, comparisons, and use cases. Although still in testing, the chatbot is expected to expand across Apple’s retail network in the coming weeks.
The development occurs amid broader AI tensions, as Elon Musk’s xAI sued Apple and OpenAI for allegedly colluding to limit competition. Apple’s focus on internal AI tools like Asa contrasts with Musk’s legal action, highlighting disputes over AI market dominance and platform integration.
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