Apple Store app may launch AI shopping assistant

Apple is set to enhance its Apple Store application with a new artificial intelligence-powered shopping assistant. Recently updated privacy policies, dated July 7, indicate the upcoming introduction of a feature named "Virtual Shopping Assistant."

The assistant will collect and store user data, including account information, device identifiers, and potentially location data with user consent. This information will be used to personalize the chat experience, provide relevant responses, and improve the assistant's performance. Apple states that personally identifiable information will be stripped before any data is shared with partners.

Data shared with partners will be limited to assisting Apple in providing conversational replies. Partners will operate under strict limitations regarding data usage. Apple will also retain chat records for user review, business analysis, and potential improvements to the assistant, with users having control over their data's use for model enhancement.

While specific functionalities remain undisclosed, industry observers suggest the assistant could help users find compatible accessories or guide them through selecting devices and configurations via conversational interactions. Apple has previously launched a similar AI assistant in its Apple Support app.