First-Ever Generative AI Product for Video Commerce Launched by Firework

Powering Always-on Livestreams

The in-video chat feature enables customers to interact with livestreams on an ongoing, on-demand basis, even after the livestream has finished. This is possible thanks to Firework's proprietary AI engine that provides accurate, real-time responses based on the user's input, the video content, and other relevant metadata. Therefore, even after the live event has ended, shoppers can ask questions about the products or services featured.

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"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

Advanced AI Technology and Personalization

The chat feature operates on patent-pending generative AI technology that leverages large language models (LLMs). The solution understands and responds in multiple languages while adapting to reflect each brand's unique voice and communication style.

This personalization capability addresses growing consumer expectations, as 64% of consumers are more likely to purchase after watching personalized videos. The technology ensures brand consistency while providing immediate, contextually relevant assistance to customers worldwide.

Implementation costs vary based on business size and complexity, but most providers offer scalable pricing models. The return on investment typically becomes apparent within 6-12 months due to improved conversion rates and reduced customer service overhead

Launching a beta with The Fresh Market

Specialty grocer The Fresh Market, a long-standing Firework partner operating 159 stores across 22 states, used the beta version of this first-to-market AI tool. The partnership demonstrates how established retailers can enhance customer engagement through the use of innovative technology.

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"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

Practical Applications and Customer Experience

The pilot launched on The Fresh Market's flagship website and their shoppable video live commerce (SVLC) retail media network. Visitors can view live-event replays and ask questions, just as they did during the live events.

For example, customers watching a salad preparation video can request the complete recipe, and the AI assistant provides a detailed ingredient list immediately. This seamless interaction bridges the gap between live and recorded content, maximizing the value of every video asset.

Small businesses can also benefit from this technology; the key is to start with popular products and expand based on the results.

How Firework Did It

The generative AI tool developed by Firework AI Labs is led by a dedicated team of core AI and machine learning experts, keeping Firework at the leading edge of artificial intelligence research and implementation.

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"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

Building on Previous AI Successes

This solution was built 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 derive even more lifetime value from the live video-commerce content they create, transforming on-demand video into always-on, interactive experiences. The impact of such innovations is significant, as AI-driven product videos are known to increase conversion rates compared to static images.

Enhancing Customer Engagement and Conversion

Firework's generative AI technology significantly enhances customer engagement and interaction. The introduction of always-on interactivity through advanced AI-powered features, such as real-time, language-agnostic chat functionalities, has improved the way consumers interact with video content. 

This innovation aligns with the growing demand for personalized shopping experiences. It has substantially increased conversion rates and customer satisfaction by maintaining an interactive shopping experience even after the livestream ends.

Driving Brand Loyalty and Market Growth

The ability to customize responses to align with a brand's unique voice also stands to bolster brand loyalty and customer retention, as personalized interactions drive higher engagement levels. By facilitating an immersive shopping experience that extends beyond live events, Firework's technology marks a shift in how brands approach customer interaction strategies. 

This, in turn, has encouraged more brands to adopt video commerce strategies, fueling market growth. Additionally, the technology has encouraged investment in AI-driven solutions, given their capacity to improve conversion rates and streamline the customer journey in an increasingly digital retail environment.