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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.jpg

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.

Article Link: Apple Sales Coach Will Use AI-Generated Video Presenters
 
Article Link
https://www.macrumors.com/2026/05/12/apple-sales-coach-will-use-ai-generated-presenters/
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Reactions: turbineseaplane and jwdsail
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.
 
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Reactions: M4irmidnight, Huck, minik and 6 others
I've watched enough harassment awareness and other compliance training videos to know that it doesn't really matter. Even human actors can be so stiff and uninteresting as to be automatons. Although, I think AI voice over would be sufficient, who needs to see a fake person speaking to them? It's just warping our perceptions of reality.
 
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Reactions: tech_enthusiast_, jwdsail and Sergio The One
MacRumors said:
the impossibility of creating truly individualized content​
Click to expand...
Not impossible. You have a sales person who performs well at their job become a sales manager and coach and train the new hires under them. Same way retail has worked for a hundred years. What is destroying retail is making everything an online training program instead of an in-store, instructor-led training. This is just a way to cut training costs further.
 
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MacRumors said:


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.jpg

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.

Article Link: Apple Sales Coach Will Use AI-Generated Video Presenters
Click to expand...

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.
 
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Reactions: I7guy, Huck, tech_enthusiast_ and 2 others
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.
 
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I wouldn't want an AI-generated video telling me how to do my job at all, but I absolutely wouldn't want it to look like a realistic human. That's just creepy. Just make it be an animated character or something
 
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turbineseaplane said:
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.
Click to expand...
The rational according to the article is not spending the money but the efficiency. But hey one can keep plodding along same as same as, or be brave and try something new.
 
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