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24 Jul, 2023
1 min time to read

The chatbot, known as Apple GPT, uses generative AI technology to assist employees within the organization.

According to a recent report by Bloomberg's Mark Gurman, Apple is quietly using its chatbot to help employees with a variety of tasks, including prototyping future features, summarizing text, and providing data-based answers.

Apple is reportedly exploring ways to expand its use of generative AI. One possible use case for the chatbot could be for AppleCare support staff to use it to better assist customers and resolve issues.

However, Apple remains cautious about implementing generative AI in customer support due to the technology's known tendency to produce inaccurate or misleading responses. During a May earnings call, Apple CEO Tim Cook acknowledged that AI presents several challenges that need to be addressed before widespread deployment.

Unlike some competitors who are rushing to incorporate generative AI into their products, Apple is expected to take a cautious and measured approach to its AI plans. Sources at Apple hint that there will be a "significant AI-related announcement" next year.

The company's cautious approach is partly due to concerns over data security. Apple, along with other tech giants like Samsung, has instructed employees to avoid using chatbots due to the risk of sensitive information leaks.

Nevertheless, Apple faces pressure to respond to the AI advancements made by competitors such as Meta and Microsoft.