Apple is running a trial of a "Live Notes" system in some offline stores that uses artificial intelligence to record Genius Bar consultations, it was reported.

On July 19, local time, IT outlet 9to5Mac reported that the system records consultations with customers, then transcribes and summarises the conversation and stores it in an internal support system.

The key to the pilot is a change in how store employees work. Until now, Apple Store staff have had to write up customer consultations themselves, but Live Notes focuses on automating the process. Mark Gurman (마크 거먼) of Bloomberg reported that the feature helps employees "record" conversations with customers "using AI tools" and transcribe and summarise them.

The transcript is stored in Apple's internal Genius Bar system. Apple is known to have introduced the feature so staff can focus more on helping customers than writing notes. Another key aim is to reduce missing records and make it easier to check previous consultation details during follow-up.

The system is not yet automatically applied to all consultations. To record a Genius Bar consultation, both the employee and the customer must agree in advance. Live Notes is not mandatory for now. Setting up a customer consent procedure is seen as a step that considers concerns about personal data and privacy that could arise in stores.

Some staff have also raised concerns about how broadly the system could be used. Apple retail employees are reported to be worried about how Live Notes could ultimately be used. They are concerned it could be used for consultation quality management, internal evaluation or changes in operating standards. It has not been confirmed that Apple has decided to expand the feature to all stores or make it mandatory.

How transcripts will be used is also still unclear. Bloomberg reported that it is "unclear" whether Apple will expand Live Notes to more stores, make it an essential tool, or change how stored records are used. For now, the pilot nature remains strong, and Apple is seen as being at a stage of reviewing on-site feedback alongside operating efficiency.

The trial is seen as a move by Apple to apply generative AI not only to consumer-facing features but also to offline service operations. It is an attempt to integrate AI into store operations and customer service systems beyond competition over product features. Whether it expands will likely depend on how smoothly customer consent procedures work on the ground and how Apple addresses employee concerns.