Apple Launches New AI Assistant 'Ask' to Provide Support Across Devices

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Apple is taking its first major step into artificial intelligence with the internal testing of a new AI assistant called "Ask." Unlike Siri, which is only available on iPhones, Ask is designed to provide support across Apple's products to a wide audience. 

Ask uses Apple's own database of information to answer customer questions without needing immediate human assistance, similar to OpenAI’s ChatGPT tool but tailored specifically for Apple users. The goal is for Ask to efficiently handle support inquiries, even those on complex or unknown issues. 

The AI system is currently in closed trials with a select group of Apple support staff. Advisors can ask Ask questions to test its responses, and then rate how helpful the answers were. They also have the option to ask up to five follow-up questions on a given topic to further evaluate Ask's abilities. 

Feedback from the initial testing phase will be used to refine Ask before a potential wider rollout. Apple is encouraging support staff to use Ask first for inquiries where possible. One example given was using Ask to address a customer's issue in updating their device to the latest version of iOS. Looking ahead, Apple plans to incorporate generative AI into more of its apps like Siri, Spotlight and Messages through future software updates.