Apple Introduces Internal AI Chatbot 'Asa' to Train Retail Staff Ahead of iPhone 17 Series Launch.

Apple is testing an internal AI chatbot named Asa within the SEED app for retail staff training ahead of the iPhone 17 series launch. Asa responds to open-ended questions and provides tailored answers, making the training more interactive. The chatbot is currently in testing and expected to roll out more widely across Apple's retail ecosystem in the coming weeks. Asa is designed to help new retail employees gain product knowledge quickly before interacting with customers.

Apple has been quietly testing an internal AI chatbot named Asa within its SEED app, designed to train retail employees ahead of the upcoming iPhone 17 series launch. The chatbot, which is currently in testing, is expected to roll out more widely across Apple's retail ecosystem in the coming weeks.

Asa is integrated into the SEED app, Apple's training platform for retail employees, authorized resellers, and sales partners. The SEED app provides resources on Apple products, customer support protocols, and company values. The introduction of Asa is expected to make this training more interactive by allowing staff to ask open-ended questions and receive tailored answers [1].

The chatbot can assist employees in learning about product features, device comparisons, and use cases, making it an invaluable tool for new retail employees to quickly gain product knowledge before interacting with customers. Screenshots shared by MacRumors analyst Aaron Perris show Asa responding to various queries, demonstrating its ability to provide detailed and relevant information [2].

For now, Asa is strictly limited to Apple's internal systems and is not intended for public use. Apple has not indicated plans to release a consumer-facing version of the chatbot, but industry reports suggest that the company may explore integrating Google’s Gemini AI into Siri in the future [1].

The timing of Asa's introduction aligns with Apple’s preparations for the iPhone 17 series launch, scheduled for September 9. This internal AI tool is likely to enhance the training process for new retail employees, ensuring they are well-versed in Apple products and ready to assist customers effectively.

References:
[1] https://www.business-standard.com/technology/tech-news/apple-rolls-out-ai-chatbot-but-only-for-internal-staff-training-report-125090100369_1.html
[2] https://9to5mac.com/2025/08/31/apple-new-ai-chatbot-for-support-employees/