Apple Sales Coach Will Use AI-Generated Video Presenters - MacRumors
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Apple Sales Coach Will Use AI-Generated Video Presenters

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The Apple Sales Coach app will begin using AI-generated video presenters to deliver personalized training content to retail salespeople around the world.

Apple Sales Coach App
In a new video message, an Apple trainer said that the update addresses a limitation of traditional training programs: the impossibility of creating truly individualized content for hundreds of thousands of salespeople across different markets, languages, and product focuses. Apple said it will now use AI to generate short, focused videos tailored to the products a seller works with, the skills they are developing, and the language they speak.

AI-generated presenters will be identifiable by an on-screen icon, and Apple emphasized that the underlying content remains entirely human-driven. The company's training team apparently writes every script and verifies every detail, with AI serving as the delivery mechanism rather than the author.

Apple said the shift will allow it to produce more videos on more topics, faster, and update them more frequently than was previously possible. The company described the move as "just the beginning," noting that Apple Sales Coach improves the more it is used.

Tag: Artificial Intelligence

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Top Rated Comments

C
cherrypie132
11 weeks ago
I'm sorry, who the hell wants AI generated content to tell them how to do their job?
Score: 37 Votes (Like | Disagree)
R
RedWeasel
11 weeks ago
"This is just the beginning"

Yup that's what I'm afraid of.
Score: 28 Votes (Like | Disagree)
J
jwdsail
11 weeks ago

The Apple Sales Coach app will begin using AI-generated video presenters to deliver personalized training content to retail salespeople around the world.



In a new video message, an Apple trainer said that the update addresses a limitation of traditional training programs: the impossibility of creating truly individualized content for hundreds of thousands of salespeople across different markets, languages, and product focuses. Apple said it will now use AI to generate short, focused videos tailored to the products a seller works with, the skills they are developing, and the language they speak.


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AI-generated presenters will be identifiable by an on-screen icon, and Apple emphasized that the underlying content remains entirely human-driven. The company's training team apparently writes every script and verifies every detail, with AI serving as the delivery mechanism rather than the author.

Apple said the shift will allow it to produce more videos on more topics, faster, and update them more frequently than was previously possible. The company described the move as "just the beginning," noting that Apple Sales Coach improves the more it is used.

Article Link: Apple Sales Coach Will Use AI-Generated Video Presenters ('https://www.macrumors.com/2026/05/12/apple-sales-coach-will-use-ai-generated-presenters/')
Alternative headline:

“A company with more cash on hand than some small countries is too cheap to pay actors scale to appear in their training videos.”

Fixed it.
Score: 22 Votes (Like | Disagree)
M
MaaK
11 weeks ago
I'm shocked.
I worked at an Apple retail store in Sales for 8 years pre-Covid.
We never needed such trainings, because the team helped each other. Also, most employees were Apple fans anyway and therefore knew the features and technology by heart. It seems that most of the employees today have no clue what they sell and how they can cater to their customers.
This AI training won't change that.
Score: 18 Votes (Like | Disagree)
turbineseaplane Avatar
turbineseaplane
11 weeks ago
Jesus this is awful..

Multi TRILLION dollar company won't even buck up for human talent?

And to think this is the company that survived at one point on the backs of creatives continuing to stick with them back in the day.
Score: 16 Votes (Like | Disagree)
M
moiety
11 weeks ago
Make it STOP



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Score: 12 Votes (Like | Disagree)
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