Apple adds AI-generated presenters to its Sales Coach training app

Apple to Deploy AI-Generated Presenters in Sales Coach App

Apple will begin using AI-generated presenters to create training videos in its Sales Coach app, the company told employees this week. The videos will be personalized based on each sales representative's role, product line, and preferred language.

The move expands Apple's use of AI within the app. Last year, Apple added an AI chatbot to Sales Coach that answers questions drawn from the company's official materials and documentation.

Personalization at scale

Apple's training team explained the rationale in a video shared internally: "No training team, no matter how good, could create something truly personal for every one of you. Until now."

The company will use AI to generate short, focused videos tailored to specific needs - the products being sold, skills being developed, and language preferences. Apple said this capability wasn't possible before.

All videos featuring AI-generated presenters will carry an on-screen label identifying them as such. Apple's training team will continue to plan, write, and verify all material before publication.

Fresher content, faster updates

The shift also means sales representatives will receive more videos with information that stays more current. Apple can update training materials more quickly when it doesn't need to schedule and film human presenters.

Sales Coach launched as a redesigned version of Apple's earlier SEED app, featuring updated design and the AI-powered chatbot. The app serves Apple's retail sales partners globally.

For more on how AI is being applied in sales roles, or to understand generative video technology, explore additional resources.