Apple is updating its Apple Sales Coach app to use AI-generated video presenters to deliver more personalized retail training to salespeople. Apple says the change addresses a scale problem in traditional training, where it is difficult to create individualized content for large numbers of employees across different regions, languages, and product focuses. With the update, Apple generates short, focused videos tailored to the specific products each salesperson works with, the skills they are developing, and the language they speak.
Apple also says the AI is used for delivery rather than authoring. The company’s training team is reported to write and verify the scripts and details, while AI generates the presentation. The company will mark AI-generated presenters with an on-screen icon so viewers can tell when the presenter is AI-generated.
Apple frames the move as a step toward expanding training coverage. The company says it can produce more videos on more topics, update them more frequently, and generate additional materials faster than previous training methods. The app is also described as improving with continued use.
