The Fresh Market adds AI capabilities to its shoppable livestreams

In the latest of a string of moves to build upon its retail media game, The Fresh Market has launched the beta release of a generative AI live shopping option which allows online shoppers to use an in-video chat feature — even after its shoppable livestreams have ended. 

Even after a livestream has concluded, shoppers will be able to ask questions about featured products and services, and the AI engine (from video commerce solutions company Firework) will provide real-time responses based on user input, the content of the video, and other associated metadata. 

The new AI engine makes use of a large language model, can understand and respond in a wide range of languages, and will also be customized to reflect the voice of Greensboro, North Carolina-based Fresh Market. 

For instance, similarly to the ChatGPT function Instacart will be rolling out this year — an online shopper can ask ‘What is the recipe for the salad being made in this video?’ and the tool will then provide the ingredients.  

The specialty grocer will pilot the AI-assisted live shopping capabilities on its website 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,” said Kevin Miller, chief marketing officer at The Fresh Market. 

Related:The Fresh Market’s livestreaming continues to strengthen

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