Video commerce company Firework will begin testing its generative artificial intelligence product for its video commerce platform in June.
As more businesses explore live shopping capabilities, the purpose of Firework’s generative AI live shopping solution is to increase consumer engagement and drive conversions, even after the live stream ends. For example, if a consumer asks for a recipe from a video, AI will provide the ingredients and products featured.
Firework co-founder and president Jerry Luk said the data from internal testing has been limited so far, but shoppers will appreciate having AI-powered chat capabilities at their fingertips. says deaf. Providing real-time, personalized responses is expected to drive customer retention and loyalty, driving sales conversions.
“They especially appreciated the always-on nature of the tool, which allowed them to receive accurate, real-time, contextually relevant responses even after the live stream ended,” says Luk. “By turning livestream events and on-demand videos into interactive, always-on shopping experiences that are streamed live on the brand’s website, we are able to connect brands to more moments with in-the-purchase customers. will do so.”
Some say it presents an opportunity to increase engagement in this growing area of social and video commerce, as more agencies and platforms are experimenting with live shopping. Some are testing generative AI and his ChatGPT tool for internal projects, client work and creative content. As her head of U.S. commerce at UM Worldwide, Amie Owen, said earlier, this is where retail media and shoppers “finally come together in one place for her.”
Since interactions with shoppers tend to end after the live stream, Luk believes this feature opens up new possibilities for converting after customers leave. Based on early data, Luk estimates that using the tool will increase engagement from 10x to 50x compared to standard live streams. The AI engine uses a large language model that supports many languages and can be customized to your brand’s voice. Experts at multiple agencies contacted by Digiday declined to comment further as the launch is in its early stages.
But other live shopping platforms are testing similar strategies to boost engagement. Adi Ronen Almagor, CEO of live shopping platform and marketplace Buywith, said sessions on the platform with features like polls, stickers, chat and in-session checkout can have up to 70% more engagement. I have.
“Engagement after the event is a little bit harder, but just as it’s harder to engage with real shoppers after they leave the store, we’ve also developed tools and strategies to help brands do that,” said Almagor. said.
Once the live stream ends, Buywith will send SMS text and email notifications to consumers, offering featured items and coupon codes (if available). “This will help keep users engaged long after that. Additionally, we encourage creators to post session summaries and recommendations on their social media accounts. Conversion rates typically start at 10%. At 40%, a lot of the purchases happen after the show,” added Almagor.
Firework will launch AI chat with existing partner The Fresh Market, and the grocery company will pilot AI live shopping capabilities on its website and live video commerce retail media network. In February, the companies launched a partnership to use a buyable live commerce retail media network that allows brands to place sponsored video ads across live stream content. Most retail media networks tend to rely heavily on static and display advertising.
Kevin Miller, CMO of The Fresh Market, says that customer lifetime value depends on seamless interactions across all channels. Additionally, the intent is to be a proactive or reactive customer with signals or customer initiation. His service must be “100% always excellent” and Firework’s custom AI tools can help improve that experience, Miller says. said Mr.
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