Apple launches new AI chatbot; but only these people can use it

Apple

Apple is expanding its artificial intelligence initiatives with the launch of a new chatbot named Asa. Unlike customer-facing tools, this AI assistant is designed specifically for Apple’s retail employees to help them improve their product knowledge and sales techniques.

Asa is being integrated into Apple’s internal SEED app, a platform already used by retail staff for training and learning about Apple’s ecosystem. With Asa, employees can ask questions about iPhones and other Apple products, receive guidance on advantages, and learn how to present different use cases to customers. Screenshots shared by analyst Aaron Perris suggest that Asa can also handle open-ended prompts, making it more interactive than static training materials.

The chatbot is currently in testing and is not accessible to the public. Its primary goal is to accelerate training for new employees and provide existing staff with quick access to information that could assist them in guiding buyers during in-store interactions.

This is Apple’s second AI chatbot experiment in recent weeks. Earlier, the company tested a customer-support chatbot inside the Apple Support app. Asa now marks a move toward internal tools aimed at strengthening retail operations.

The timing of Asa’s testing coincides with the upcoming iPhone 17 launch, suggesting that Apple wants its retail teams better prepared for customer queries ahead of the busy sales cycle.

Apple has not introduced a general-purpose AI chatbot for users yet. Reports indicate the company may rely on Google Gemini for powering advanced Siri features in the future. For now, Asa remains an internal resource available only to Apple Store employees, highlighting the company’s cautious but deliberate approach to deploying AI.