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Firework is proud to announce the first-ever generative AI product for the video commerce industry. The new live shopping solution brings a whole new level of always-on interactivity to video content on a brand’s website, at scale.

Powering always-on livestreams

The in-video chat feature will allow customers to interact with livestreams on an ongoing, on-demand basis, even long after the livestream has finished.

This is possible thanks to Firework’s proprietary AI engine that will provide accurate, real-time responses based on the user’s input, video content, and other relevant metadata. Therefore, even after the live event has ended, shoppers can ask questions about the products or services featured.

“Shoppers greatly appreciate the interactive nature of live shopping experiences, as it enables them to pose inquiries and obtain immediate responses concerning the products. Utilizing our advanced Gen AI solution, we have the capability to maintain an “always-on” livestream, granting shoppers the convenience of asking questions and receiving answers at any given time.” – Jerry Luk, Co-Founder and President at Firework

The chat feature is powered by a patent-pending generative AI technology from Firework that leverages large language model (LLM). This allows the AI solution to understand and respond in a wide range of languages, along with the ability to be customized in order to reflect each brand’s unique voice.

Launching a beta with The Fresh Market

Supermarket chain and specialty grocer, as well as Firework’s long-standing partner, The Fresh Market will soon be getting hands-on with a beta version of this first-to-market AI tool.

“Our customers are looking to engage with our brand in real time, both online and in store. 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.” – Kevin Miller, Chief Marketing Officer at The Fresh Market

A pilot version of the AI-assisted live shopping capabilities will be launching on The Fresh Market’s flagship website – – as well their shoppable video live commerce (SVLC) retail media network.

Visitors to The Fresh market website will be able to view live event replays and ask questions similar to how they would during the live event itself. For example, a customer can ask for the recipe for the salad being made in the video and the assistant will provide a list of ingredients.

generative ai product for video commerce

AI-assisted shopping experience in action during a live event.

How Firework did it

The generative AI tool has been developed by Firework AI Labs, a dedicated team of core AI and machine learning experts helping to keep Firework at the leading edge of artificial intelligence research and implementation.

“What sets video commerce apart from other media is the potential for immersive, interactive customer experiences. 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.” – Rick Zhuang, CTO at Firework

This new solution builds on Firework AI Labs’ past successes in AI-driven video commerce enablement, including automated, AI-enabled content creation and editing tools offered in the Firework Creation Studio.

Firework partners can now get even more lifetime value out of the live video commerce content they create — transforming on-demand video into always-on, interactive experiences.

Ready to boost engagement, conversion and loyalty with your customers?

Get in touch to see a demo.

About Firework

Firework is the world’s leading video commerce solution built for brands. Leveraging shoppable and livestream video and powerful monetization capabilities, Firework empowers the world’s most dynamic and exciting retailers, consumer brands, and publishers to build engaging video experiences on their owned and operated digital properties and across channels at a global scale. Firework enables organizations to bring new levels of authenticity and connection to online video experiences, speaking to digital natives in the language they understand fully—and taking control of their own customer data. The company employs over 400 professionals across 38 countries and has raised over $235 million in capital to date. To learn more, please visit

About The Fresh Market

Voted as 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, The Fresh Market helps guests discover the best with time-saving meal solutions, unique ingredients, and delicious food for any occasion. From fresh produce and exceptional meat and seafood to signature baked goods and thousands of organic options, the specialty grocer has something to please every palate. The Fresh Market currently operates 159 stores in 22 states across the U.S., inspiring guests to discover new flavors and cook with confidence. For more information, please visit or follow the company on Facebook, Twitter, Instagram and Pinterest.

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