New AppleCare “Ask” feature showcases Apple’s AI ambitions in customer support

Apple is working on improving its customer support experience with the integration of artificial intelligence (AI) tools. Recent reports unveil the introduction of ‘Ask,’ a cutting-edge AI-powered support tool designed to streamline technical assistance for AppleCare support advisors. This innovative tool harnesses generative AI technology akin to ChatGPT, marking a significant leap forward in Apple’s AI ambitions.

AppleCare Ask

AppleCare gets a boost with “Ask,” reducing wait times and improving accuracy

Apple’s support system is undergoing a significant transformation as AI emerges as a key player. Traditionally reliant on human expertise and basic search methods, the introduction of “Ask” marks a paradigm shift in customer service.

“Ask” is an internal AI tool exclusive to select AppleCare advisors. Leveraging generative AI, it rapidly answers customer queries by drawing from Apple’s extensive knowledge base. Advisors can seamlessly integrate these responses into online chats or phone calls, significantly speeding up resolutions.

Compared to traditional methods, “Ask” offers several advantages. First, it dramatically reduces response times, ensuring customers receive prompt assistance. Second, it empowers advisors to effectively handle complex or unfamiliar issues, leading to higher-quality support overall. Finally, thanks to its connection with Apple’s internal database, the tool guarantees the accuracy and reliability of responses.

This rollout aligns with Apple’s broader AI strategy, which aims to revolutionize various aspects of its offerings. Analysts predict the upcoming iOS 18 release will incorporate generative AI features across multiple applications, including Siri, Messages, and productivity tools like Pages and Keynote.

Apple’s CEO, Tim Cook, has hinted at the company’s relentless pursuit of AI innovation. During a recent earnings call, Cook underscored Apple’s significant investment in AI technologies, foreshadowing forthcoming announcements. This aligns with speculations surrounding iOS 18’s AI-centric enhancements slated for unveiling at the Worldwide Developers Conference (WWDC).

“As we look ahead,” he said, “we will continue to invest in these and other technologies that will shape the future that includes artificial intelligence, where we continue to spend a tremendous amount of time and effort and we’re excited to share the details of our ongoing work in that space later this year.”

“Our MO, if you will, has always been to to do work and then talk about work, and not to get out in front of ourselves and so we’re going to hold that to this as well,” he continued. “But we have got some things that we’re incredibly excited about, that we’ll be talking about later this year.”

(via MacRumors)

About the Author

Asma is an editor at iThinkDifferent with a strong focus on social media, Apple news, streaming services, guides, mobile gaming, app reviews, and more. When not blogging, Asma loves to play with her cat, draw, and binge on Netflix shows.