Viewers can ask questions such as “What is the recipe for the salad you are making in this video?” An AI chatbot lists ingredients. / Photo credit: The Fresh Market
Fresh Market is working with longtime marketing partner Firework to pilot a proprietary artificial intelligence (AI) engine for its video commerce platform, the companies announced Wednesday.
A beta release of new patent-pending technology lets shoppers ask questions and get sophisticated, real-time answers with The Fresh Market’s in-video chat feature. Shoppers will be able to use the chat feature not only while the real-time video is playing, but also after the live stream ends, the companies said.
Viewers can ask questions such as “What is the recipe for the salad you are making in this video?” An AI chatbot lists ingredients.
“The new AI engine utilizes Large Language Models (LLM) and can understand and respond to a wide range of languages, and can be customized to reflect the unique voice of each brand,” the press release said. says.
This new technology is available on The Fresh Market website and shoppable video live commerce retail media network. Kevin Miller, Chief Marketing Officer of The Fresh Market, said in his statement: “Firework’s generative AI technology ensures that customers receive fast, friendly, and personalized support whenever they choose to consume our video commerce content.”
Miller was not immediately reachable for further comment on the technology.
According to Firework CTO Rick Zhuang, the technology offers more flexibility for shoppers who may not have been able to attend the live stream.
“What sets video commerce apart from other media is the potential for immersive and interactive customer experiences,” Zhuang said in a statement. “Traditionally, however, a significant portion of that interactivity was lost the moment a livestream ended. Now, our generative AI-powered livestreams allow shoppers to enjoy personalized, real-time interactivity and support regardless of your We can turn it into an on-demand interactive experience.”
The Fresh Market joins a number of other grocery and delivery services working to incorporate artificial intelligence into their marketing and workflow plans. Instacart, the developer of ChatGPT, is working with OpenAI to develop an artificially intelligent chatbot that can advise shoppers on orders, recipes, and more.
The Fresh Market was one of the first grocers to release AI technology on its website, but likely won’t be the last, according to a Grocery Doppio report published in early March. The report found that 67% of grocers had discussed Chat GPT in the past year, and more than four in five (82%) said they needed to start using AI to move forward. I believe there is.
The move to artificial intelligence isn’t the first move toward enhancing video content at the Greensboro, N.C.-based grocery store. In early March, The Fresh Market launched the first issue of The Magazine, an online-only publication that enables interactive shopping. This publication also includes video content with recipes and resources for shoppers.
