Apple deploys AI-generated presenters in Sales Coach app for personalized retail training

Apple will soon start using AI-generated presenters on its Sales Coach app - 9to5Mac

As spotted by Aaron Perris, Apple will soon start using AI-generated presenters in its Apple Sales Coach app. Here are the details. A few months ago, Apple updated its SEED app into the new Sales Coach app, adding a Liquid Glass design. According to the company, the Apple Sales Coach app "delivers sales and technical resources to Apple sales partners around the world," offering "the resources (they) need to be ready for a variety of customer conversations." When Apple revamped the app, it also included an AI-powered chatbot accessible via a new "Ask" tab, which could answer questions based on the company's official materials and documentation. Now, as spotted by Aaron Perris on X, Apple will start using AI on yet another aspect of the app: sales training videos. In a video shared with employees, the company explained why it decided to start using AI-generated presenters in the Apple Sales Coach app: "No training team, no matter how good, could create something truly personal for every one of you. Until now. Apple Sales Coach will use AI to generate short, focused videos, tailored to what you need. The products you sell. The skills you're building. The language you speak. That's something that simply wasn't possible before this technology." Apple notes that videos featuring AI-generated presenters will be clearly marked with an on-screen tag, and that all the material will still be planned, written, and verified by Apple's training team. Finally, Apple says the move to AI-generated personal sales coaches will also bring retail sales representatives more videos with information that is kept even more up to date.

Apple Sales Coach Will Use AI-Generated Video Presenters

The Apple Sales Coach app will begin using AI-generated video presenters to deliver personalized training content to retail salespeople around the world. In a new video message, an Apple trainer said that the update addresses a limitation of traditional training programs: the impossibility of creating truly individualized content for hundreds of thousands of salespeople across different markets, languages, and product focuses. Apple said it will now use AI to generate short, focused videos tailored to the products a seller works with, the skills they are developing, and the language they speak. AI-generated presenters will be identifiable by an on-screen icon, and Apple emphasized that the underlying content remains entirely human-driven. The company's training team apparently writes every script and verifies every detail, with AI serving as the delivery mechanism rather than the author. Apple said the shift will allow it to produce more videos on more topics, faster, and update them more frequently than was previously possible. The company described the move as "just the beginning," noting that Apple Sales Coach improves the more it is used.