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Apple's new chatbot reportedly rolls out ahead of iPhone 17 - but it's not for you
The company has launched a new beta feature for its retail employees, according to a report, at a time when virtually all of its competitors are investing billions in new customer-facing AI tools.
Nicknamed Asa, the chatbot is designed to serve as an automated digital assistant for the company's retail staff, making them better equipped to sell iPhones and other products, according to screenshots posted to X on Sunday by MacRumorsanalyst Aaron Perris. At a time when virtually every major tech company has been ratcheting up its efforts to push AI products to customers, the launch of Asa suggests that Apple is instead looking inward, bringing the technology to its employees. Instead, as it made clear during its most recent Worldwide Developers Conference (WWDC) in June, the company is focusing its efforts on incorporating AI into its existing products.
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