Apple has introduced “Asa,” an AI chatbot, for its retail employees to enhance product knowledge and sales capabilities, following a prior integration into the Apple Support app for customers.
Asa will soon become widely accessible within Apple’s internal ‘SEED’ application, which serves as a training resource for retail personnel. Screenshots shared by MacRumors analyst Aaron Perris indicate the chatbot’s functionality, which includes explaining Apple advantages and detailing diverse iPhone use cases. Employees can submit any query. This feature remains in a testing phase.
The introduction of Asa, an “AI assistant for Apple sales,” follows the beta feature’s addition to the Support app earlier this month. The internal ‘SEED’ app, where Asa is being tested, is a retail training tool. This development coincides with the upcoming iPhone 17 launch. Apple has not released a general-purpose AI chatbot to the public. Reports suggest Apple may host a version of Google Gemini on its servers for future Siri functionalities.
