Several weeks after implementing an AI support chatbot in the Apple Support app, Apple is taking another significant step in its adoption of artificial intelligence. The company is now testing “Asa,” a virtual assistant designed to help Apple Store employees deepen their product knowledge and enhance their sales techniques.
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A Training Tool Integrated into SEED
This new tool will soon be available within the SEED app, which is used internally by Apple and its authorized resellers. Previously, SEED primarily functioned as a training and product documentation platform. With Asa, employees will have the freedom to ask questions, learn about the comparative advantages of Apple devices, and explore various use cases for the iPhone and other Apple products.
Screenshots shared by analyst Aaron Perris indicate that the chatbot is designed to handle a variety of queries, with the goal of speeding up skill development, especially for new employees.
A Pilot Phase Test
For now, Asa is still in the testing phase and is only available to internal teams. It is not intended for the general public, unlike the chatbot in the Apple Support app, which is already available to users.
The launch of this training tool is significant: it comes just before the unveiling of the iPhone 17, scheduled for September 9. Apple appears keen to ensure that its sales force is fully prepared to assist customers during this key launch.
A Broader AI Strategy
Apple has yet to introduce a general-purpose chatbot for its customers. However, rumors suggest a future version of Siri enhanced by artificial intelligence (not expected before iOS 26.4 next spring), potentially through the integration of a version of Google Gemini hosted on Apple’s servers. In the meantime, the company is focusing on AI internally to boost employee training and efficiency, if not customer service.