Apple appears to be preparing an AI-powered shopping assistant for the Apple Store app, according to new language added to the app’s privacy policy.
The feature, called the Virtual Shopping Assistant, is not currently available in the Apple Store app. Apple has also not announced when it will launch.
The assistant is expected to let users ask questions about Apple products and receive personalised recommendations through a chat interface.
Apple says the assistant will collect and store users’ account information, device identifiers, carrier information and chat data.
It may also collect location information when users have enabled location access. Apple says it will use the data to personalise the chat experience and provide relevant answers.
Chat transcripts will remain available when users return to the Apple Store app. Apple will also retain them for business analytics and, when users opt in, to improve the shopping assistant.
Apple says it will remove personal identifiers from conversations before sharing them with its partners.
The unnamed partners will use the information only to help Apple provide conversational responses. The reference to partners suggests that an outside company could provide at least part of the AI technology, although Apple has not identified any provider.
Users will not be able to stop the assistant from processing the information required to answer a question once they use it. However, they can prevent Apple from using their conversations to improve the system.
The control is available in the Apple Store app under Account > Settings > Chat Improvements .
The Virtual Shopping Assistant would follow the Support Assistant introduced in the Apple Support app.
That feature uses a conversational interface to answer questions about Apple products and services, but it has not yet reached every user.
A shopping assistant represents a relatively controlled use of conversational AI because it would answer questions about products and services sold directly by Apple.
However, incorrect specifications or unsuitable product recommendations could still create problems for customers.
Apple’s policy says the assistant may use location information and share anonymised chats with unnamed partners.
Although Apple says it removes personal identifiers before sharing conversations, the level of data collection may attract attention because the company has long presented privacy as a central part of its products and services.
AI-generated product advice could also face legal scrutiny if the assistant provides incorrect information.
A Munich court recently ruled that Google could be held responsible for false statements generated by its AI Overviews feature. Google said it would appeal the decision.
Apple has not confirmed the shopping assistant publicly or provided a launch date. Its addition to the Apple Store app’s official privacy policy, however, suggests that the company is preparing to introduce the feature in selected markets.
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