Video commerce platform Firework has released a beta version of possibly the first-ever generative, artificial intelligence live-shopping solution — and the pilot program is with a regional grocery store.
What need this solution addresses
The patent-pending generative AI technology allows customers to use the in-video chat feature on an ongoing, on-demand basis. Long after a livestream has concluded, shoppers can ask questions about the products or services featured therein and Firework’s proprietary AI engine will provide accurate, real-time responses based on user input, the content of the video, and other associated metadata.
How it works
The new AI engine makes use of a large language model (LLM), can understand and respond in a wide range of languages, and can be customized to reflect each brand’s unique voice.
Listen to this episode of "Tip of the Iceberg Podcast": Live, shoppable video — for grocers? Yes, it's a thing
Who’s using it
Firework is launching the beta version of the first-to-market tool with its longstanding partner, The Fresh Market. The specialty grocer will pilot the AI-assisted live-shopping capabilities on its flagship website, www.thefreshmarket.com, as well as on its shoppable video live-commerce retail media network.
“Our customers are looking to engage with our brand in real time, both online and in store,” The Fresh Market Chief Marketing Officer Kevin Miller said in the release. “With Firework’s generative AI technology, we can be certain that customers will receive prompt, friendly and personalized support whenever they choose to engage with our video commerce content. This is yet another example of how the Firework platform has enabled us at The Fresh Market to bring the benefits of in-store shopping to the digital realm.”
For example, a consumer can ask “What is the recipe for the salad being made in this video?,” and the tool will provide the ingredients.
Related: Firework’s social-media-style video content aims to spark sales at Walmart, The Fresh Market
The AI product was developed by Firework AI Labs, a team of core AI and machine-learning experts. The Firework AI Sales Assistant builds on the team’s past successes in AI-driven video commerce enablement, including an array of automated, AI-enabled content creation and editing tools offered in the Firework Creation Cloud.
“What sets video commerce apart from other media is the potential for immersive, interactive customer experiences,” Firework Chief Technology Officer Rick Zhuang said in the release. “But, traditionally, the moment a livestream ended, a significant portion of that interactivity was lost. Now, with our generative AI-powered livestreams, shoppers can enjoy personalized, real-time interactivity and support no matter when they choose to watch. As a result, our customers can get even more lifetime value out of the video commerce content they create — transforming on-demand video into always-on, interactive experiences.”
The awards so far
Firework, in partnership with The Fresh Market, was recognized with the Best Live Video Strategy Award at the 2023 Digiday Video and TV Awards. The partners were awarded for their 2022 Thanksgiving Video Commerce Campaign — the duo's most successful livestream and shoppable video campaign to date, according to a news release.
The award-winning video commerce campaign was a 45-minute livestream cooking demonstration hosted by celebrity chef Anna Rossi on Nov. 3, on TheFreshMarket.com. The numbers were “staggering,” the company said: 7,140 unique viewers tuned in to watch the event live, while an additional 743,698 viewers watched the on-demand, shoppable replay, which remained available through Nov. 21.
Using Firework's video commerce technology, viewers could shop within the live and on-demand video modules, adding items to cart as Rossi introduced them, and even purchasing an entire, ready-made meal kit, including all the necessary ingredients for Rossi's entire Thanksgiving feast.
The Digiday Video and TV Awards program recognizes the companies, campaigns and technologies modernizing video and TV. New to the program this year, the category of Best Live Video Strategy recognizes the live video strategy that has most successfully achieved its set goals.
The Fresh Market operates 159 stores in 22 states across the U.S. The retailer was voted the "Best Supermarket in America" by USA Today's 10 Best Readers' Choice Awards 2022 and 2021, “America's Best Customer Service 2021” by Newsweek and Statista and a top 5 most trusted grocery retail brand for specialty and natural/organic foods in the 2022 BrandSpark Most Trusted Awards.