Apple to Add AI Virtual Instructors to Sales Coach App for Faster, Personalized Training

Apple plans to add AI-generated virtual instructors to its Apple Sales Coach app for sales training videos. For frontline sales partners, the training content will be more personalized and updated faster. Apple emphasizes that these videos will be clearly labeled as AI-generated, and the content will still be overseen by the internal training team.

Apple Sales Coach, upgraded from the previous SEED app, was revamped a few months ago with a Liquid Glass-style interface. It's a training tool for Apple's global sales partners. Previously, the app already had an AI chatbot where users could get answers from official materials by asking questions; now AI is expanded to generate training videos, which can provide targeted content based on the products employees sell, the languages they use, and the skills they aim to improve, making it more suitable for large-scale distribution across regions and languages.