GoKawiilAs spotted by Aaron Perris, Apple will soon start using AI-generated presenters in its Apple Sales Coach app. Here are the details.
’Delivered in your language, at a scale not possible before’
A few months ago, Apple updated its SEED app into the new Sales Coach app, adding a Liquid Glass design.
According to the company, the Apple Sales Coach app “delivers sales and technical resources to Apple sales partners around the world,” offering ”the resources (they) need to be ready for a variety of customer conversations.”
When Apple revamped the app, it also included an AI-powered chatbot accessible via a new “Ask” tab, which could answer questions based on the company’s official materials and documentation.
Now, as spotted by Aaron Perris on X, Apple will start using AI on yet another aspect of the app: sales training videos.
Apple to Use AI-Generated Presenters for Sales Training Videos pic.twitter.com/6DRkLAvyfm — Aaron (@aaronp613) May 12, 2026
In a video shared with employees, the company explained why it decided to start using AI-generated presenters in the Apple Sales Coach app:
“No training team, no matter how good, could create something truly personal for every one of you. Until now. Apple Sales Coach will use AI to generate short, focused videos, tailored to what you need. The products you sell. The skills you’re building. The language you speak. That’s something that simply wasn’t possible before this technology.”
Apple notes that videos featuring AI-generated presenters will be clearly marked with an on-screen tag, and that all the material will still be planned, written, and verified by Apple’s training team.
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