According to recent reports, Apple has launched a pilot program that utilizes an Artificial Intelligence (AI) system named Ask. This AI is designed to assist, rather than replace, Apple support workers. For the time being, the tool will be provided to a select group of AppleCare support advisors, with the aim of reducing customer wait times when they have a question for support staff.
Ask, which is similar to ChatGPT but specifically focused on Apple information, is capable of automatically generating answers to customers’ technical questions. Advisors will relay the information provided by the AI to clients, either through online chats or over the phone.
Ask will streamline Apple technical support responses by automatically answering customer inquiries based on Apple’s internal knowledge. Advisors can then relay the information to their customers. They may ask up to five follow-up questions per topic, allowing them to engage in more in-depth conversations based on the client’s concerns and Ask’s provided answers. Currently, advisors can rate the responses as “helpful” or “unhelpful,” and the tool is expected to be expanded to more advisors in the near future.
Apple encourages participating advisors to use the Ask chatbot before resorting to traditional search methods or consulting a senior advisor for information. The tool is reportedly helpful in resolving complex or unfamiliar issues, as well as reducing the time it takes to serve a client. The system is linked to Apple’s internal knowledge base, ensuring that responses are objective, traceable, and useful to advisors.
Bloomberg reports that Apple plans significant advancements in generative AI by 2024. These advances are expected to reach consumers with the future version of its mobile operating system, iOS 18. This version will feature numerous new generative AI functions in Siri, Spotlight, Messages, Health, Numbers, Pages, Keynote, and more. AppleCare’s use of a generative AI to accelerate customer service was also first revealed by Bloomberg, providing the first known details about Apple’s internal “Ask” tool.
On a call with investors earlier this month, Apple CEO Tim Cook mentioned that the company was working on generative AI and would share more details “later this year.” iOS 18 is anticipated to be announced at Apple’s annual Worldwide Developers Conference (WWDC) in June, with an update rollout for compatible iPhone users in September. As a result, Apple is gearing up for a significant leap in AI capabilities, with the iPhone 16 also expected to emphasize various AI-related improvements.
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