Apple has quietly introduced a new AI-powered chatbot within its internal app, SEED (Sales Enablement, Education, and Development), aimed at assisting retail staff. Named Asa (AI Assistant for Apple Sales), this tool is designed to enhance how employees guide customers through product information and sales processes, providing them with faster and more accurate support.
Apple’s Cautious Approach to AI
In contrast to tech giants like OpenAI, Google, and Anthropic, who have launched public-facing AI chatbots, Apple has chosen a more measured approach. Asa is not available for consumers but is instead confined to Apple’s internal operations. This decision underscores Apple’s careful stance on artificial intelligence, particularly regarding concerns over “hallucinations”—instances where AI generates misleading or false information.
By limiting Asa to assist with product details and support, Apple aims to reduce the risk of providing incorrect advice to customers. This cautious strategy reflects a long-standing internal debate at Apple. In fact, reports suggest that former Siri chief John Giannandrea was initially opposed to the idea of releasing a public-facing chatbot. However, with recent changes in leadership, Apple may be reevaluating its stance on AI in the future.
Gradual Rollout and Testing Phase
Asa is currently available to a select group of employees within the SEED app, although not all retail staff have access yet. This suggests that Apple is testing the feature in phases before a wider release. The company has a history of rolling out new technologies slowly, and Asa marks the second internal AI tool deployed by Apple, following earlier AI features introduced in the Support app.
The Future of AI at Apple
For now, Apple seems committed to using AI internally rather than launching a consumer-facing chatbot. However, iPhone users can still experiment with AI through the Shortcuts app, which allows them to integrate external tools like ChatGPT.
Apple’s measured approach indicates that reliability is a priority for the company, as it looks to avoid the potential pitfalls of AI tools that could provide inaccurate information. Whether Asa will eventually pave the way for a more public AI offering remains uncertain, but it’s clear that Apple is taking its time to ensure any future AI products meet its high standards.