Apple pilots ChatGPT-like tool called ‘Ask’ for customer service

  • Apple has launched a pilot project called “Ask” for AppleCare customer service, assisting representatives in answering user inquiries by automatically generating relevant content from internal knowledge bases.
  • This tool aims to streamline support interactions by providing comprehensive answers to technical questions during online chats or phone calls.
  • Customer feedback will guide future implementations, with plans to expand its availability to more service representatives.

According to the foreign tech media MacRumors, Apple has recently launched a pilot project to provide a new tool called ‘Ask’ for AppleCare customer service to help them answer user inquiries.

According to the report, the ‘Ask’ tool automatically generates relevant operating procedures, troubleshooting, and other content upon receiving technical inquiries from users. Customer service representatives can reply to users based on the content provided by the ‘Ask’ tool during online chats or phone calls.

Also read: Apple launches a new Windows app removing iTunes from PCs

Relevant information retrieves from Apple’s internal knowledge base

‘Ask’ automatically retrieves relevant information from Apple’s internal knowledge base to answer questions, and customer service representatives can rate the answers as ‘helpful’ or ‘not helpful’ to help Apple further improve its functionality.

Advisors can ask up to five follow-up questions on each topic. Apple plans to provide this tool to more customer service representatives in the future after collecting feedback.

As an example: ‘The customer cannot update their device to iOS 13.7. What should they do?’ The tool will automatically provide a comprehensive answer based on the content in Apple’s support documents.


Chloe Chen

Chloe Chen is a junior writer at BTW Media. She graduated from the London School of Economics and Political Science (LSE) and had various working experiences in the finance and fintech industry. Send tips to

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