# Apple Store app to introduce AI-powered shopping assistant Apple prepares to offer personalized shopping experiences through its retail app. - **Source:** [9to5Mac](https://brifing.si/source/59447403-ce5b-427c-8132-8614f549929a) - **Published:** 2026-07-22 - **Topic:** [Business](https://brifing.si/c/business) - **Original article:** - **On Brifing:** https://brifing.si/s/b99bf78f-4ac7-45f6-a604-844b752e0122 ## AI hints in privacy policy update Apple's updated Store app privacy policy now includes a 'Virtual Shopping Assistant' section, signaling an upcoming chatbot feature. The AI will use anonymized user data to provide personalized responses. Apple emphasizes it will scrub personal identifiers before sharing chat data with partners. ## Third-party AI model integration References to unnamed partners in Apple's policy suggest the shopping assistant will be powered—at least partially—by external AI technology. Users can review chat histories within the app and optionally contribute conversations to improve the assistant's performance. ## Phased regional rollout strategy Policy language indicates the virtual assistant will debut in select markets, likely English-speaking regions first, before expanding globally. This aligns with Apple's broader retail AI strategy, following recent implementations in employee-facing tools. ## Building on sales training AI Months after adding an AI chatbot to its Sales Coach app for retail partners, Apple now brings similar technology to consumers. The store assistant will leverage Apple's product knowledge to guide purchase decisions, mirroring the employee training tool's functionality. ## AI-powered retail efficiency Bloomberg reports Apple is testing 'Live Notes' AI in select stores to transcribe Genius Bar sessions. Like this internal tool, the shopping assistant aims to enhance retail efficiency—for customers rather than staff this time—through conversational AI interfaces. ## Personalized commerce transformation Apple's shopping assistant represents a strategic push into AI-driven retail, balancing personalization with privacy protections. By learning user preferences while anonymizing data, Apple could set new standards for ethical AI implementation in consumer commerce. ## Sources covering this story - https://9to5mac.com/2026/07/22/apple-store-app-may-soon-get-an-ai-powered-shopping-assistant/ — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._