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Key takeaways of zdnet
- Apple has allegedly launched AI Chatbot for its retail employees.
- ASA intends to be an automatic digital sales assistant.
- The chatbot comes a few weeks before the launch of iPhone 17.
Apple has reportedly launched a new AI chatbot – not for its employees, not for its customers.
The surname ASA, Chatbot is designed to work as an automatic digital assistant for the company’s retail employees, making them better equipped to sell iPhones and other products according to screenshots. X posted to X On sunday by malsters
Analyst Aaron Paris.
Apple did not immediately respond to the remarks request.
What can Asa do?
According to the Paris post, ASA has been launched within the seed of Apple’s internal app for sales training. It is expected to hit the store at the end of this month with the iPhone 17 – as well as a fleet of new software updates – the company can expect that its new chatbot will provide additional assistance to its global retail team before the expected sale.
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For example, an employee using ASA, it can consult to get a better understanding of how iPhones can be used in various industries, according to one of the screenshots posted in X. This facility is reportedly being tested in beta. Apple also launched an experimental AI chatbot support Assistant Earlier this month, some users within its support app.
Inward-focused AI
At a time when almost every major tech company AI is fulfilling its efforts to push customers, ASA’s launch shows that Apple is looking inside instead, bringing technology to its employees. The company is famously secret, and it is not clear which model the chatbot is based on-thorough it is licensed from proprietary, open the box, or any other developer.
While the details of Apple’s long -term AI strategy are in attention, the company is betting on the fact that the technology can be used to give an edge to its employees.
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Putting AI assistant in the hands of individual retail employees can be a useful strategy. A recent study by MIT found that such bottom-ups, back-office applications were one of the decisive factors, who separated the very small minorities of AI’s successful business applications separately separately from the majority of those who have become completely flat.
Apple’s long -term AI target
Apple also stands out of other major technical developers during the ongoing AI Boom, in which it is chosen (so far, at least) does not build its own, ownership, customer-affected AI chatbott. Instead, as it was clarified during its most recent Worldwide Developers Conference (WWDC) in June, the company is focusing on its efforts to include AI in its existing products.
For example, instead of releasing the AI-powered Swift Assist coding assistant, which was originally declared back to WWDC 2024, Apple introduced Xcode 26 instead-part of the new release bundle required from Apple at the end of this month-which will allow the developers to use a variety of the newly released bundle.
Also: If these iPhone 17 air rumors are real, then my old phone is going to retire.
Tech world has been speculated about the next stages for Apple’s AI as it is yet to unveil its June 2024 of Apple Intelligence with any proprietary customer-facing products. Instead, the company has overshadowed the partnership with OpenaiI, fusing the chat in its on-device voice assistant, Siri.
An advanced version of the Chatgpt-operated Siri, designed to be more aware of individual user reference, is expected to roll out within next year after the delay. Apple is also weighing the possibility of giving strength to the revived Siri with a custom model manufactured as Google’s Gemini, Bloomberg according to,
Openai’s latest model, GPT-5, will be added to the new iOS 26, MACOS 26, and iPad 26, all of which are also slated for release at the end of this month.
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