In a move aimed at refining its support service, Apple is testing “Ask”, an artificial intelligence solution intended to enrich the ability of its AppleCare advisors to respond to users’ technical requests.
The integration of theartificial intelligence at Apple, notably with the “Ask” tool to AppleCaremarks an important step in the evolution of Customer Support. This strategy echoes similar initiatives in the industry, such as that of Nvidia which launched Chat with RTX, a AI chatbot running on PCs equipped with its graphics cards. At the same time, the company is paving the way for its integration into its devices with the introduction of advanced features in iOS 18, expected to improve the performance of iPhone 16 and other devices with sophisticated chips.
Furthermore, Apple recently introduced an image editing service, MGIE, which allows users to edit images via text instructions, demonstrating the AI capability to transform the creative sector. In this dynamic, the “Ask” tool intended for AppleCare represents another facet of the application of artificial intelligenceaimed at improving the technical assistance offered to users, without however entirely replacing human interaction.
Apple wants to use artificial intelligence to improve customer service
Apple recently initiated a pilot program which equips a selection of its AppleCare advisors with “Ask”, a tool thatuse of AI. This is designed to automatically generate responses to technical questions asked by customers based on a rich internal knowledge base to the brand. This chatbot aims to facilitate the work of advisors by providing them with adequate solutions to pass on to customers, thereby improving efficiency and technical support accuracy.
One of the particularities of Ask lies in its integrated evaluation system, allowing advisors to qualify the tool’s responses in terms of usefulness. They also have the possibility of ask additional questions to clarify the answers obtained. Apple encourages the use of this chatbot as first resource before resorting to conventional research methods or the assistance of a supervisor, with the aim of solve independently complex or unknown cases. This project is part of a broader strategy ofintegration of generative AI at the company which announces significant progress in improving its support services.
Source: macrumors