Apple Sales Coach will integrate AI-generated video presenters to deliver tailored training for retail employees globally. The update addresses a key flaw in traditional programs: the inability to create individualized content for hundreds of thousands of salespeople across diverse markets, languages, and product lines. Apple’s solution uses AI to craft short, focused videos aligned with each seller’s role, skill development, and native language. AI-generated presenters, identifiable by an on-screen icon, will streamline content delivery, though Apple stressed the scripts and details remain human-driven.

The training team writes all material, with AI acting as a delivery tool rather than an author. This shift enables faster production and more frequent updates, allowing Apple to scale training globally without compromising quality. The company called it “just the beginning,” emphasizing that the app’s effectiveness grows as more users engage.

The move highlights Apple’s push to modernize corporate training through technology while maintaining human oversight.