Apple’s Experiment With ‘Ask’
In a bid to revamp its technical support, Apple Inc. AAPL has rolled out a trial for a new AI tool called “Ask.”
The “Ask” Initiative: The “Ask” tool, resembling OpenAI’s ChatGPT, will be used by a selected group of AppleCare support advisors to craft automatic responses to customers’ technical queries, according to Macrumors.
The tool mines pertinent data from Apple’s internal knowledge base to address queries, with advisors having the option to rate the answers as either “helpful” or “unhelpful.”
Apple is touting the use of “Ask” over traditional search methods for tackling intricate or unfamiliar issues. The responses concocted by the chatbot are factual, verifiable, and valuable, rooted in Apple’s internal knowledge base.
Apple aims to expand the tool to more advisors in the future, post gathering feedback. The company is poised to integrate generative AI extensively this year, with iOS 18 projected to incorporate numerous new generative AI features across various applications.
Making Waves in AI Technology: Generative AI has been in the limelight since late 2022 with the advent of OpenAI’s ChatGPT, a chatbot that interacts with text and voice prompts akin to a human. Apple’s “Ask” tool is perceived as a step in a similar direction.
Apple’s AI Expedition
Strategic Shift: Apple’s CEO, Tim Cook, initially broached the subject of AI during the December quarter earnings call, sparking enthusiasm about the company’s future prospects.
Cook’s allusion to AI was seen as a signal of Apple embarking on a “new growth cycle,” with AI and the iPhone being its two main growth drivers.
In a prior instance, during the third quarter earnings call in August 2023, Cook unveiled Apple’s extensive foray into ChatGPT-like artificial intelligence technology.
The debut of the “Ask” tool aligns with Cook’s earlier proclamation about Apple’s ongoing endeavors in AI, where he underscored the technology’s pivotal role in shaping the future, with continued investment in innovative technologies like these.
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Disclosure: This content was partially produced with the help of Benzinga Neuro and was reviewed and published by Benzinga editors.
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