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The Fresh Market Pilots AI-Assisted Live Shopping

The solution, powered by Firework and available on the grocer's website, allows customers to utilize the in-video chat feature even after a livestream has ended.

Specialty retailer The Fresh Market is deepening its relationship with video commerce platform Firework to pilot artificial intelligence-assisted live shopping capabilities on its website (, as well as on its shoppable video live commerce (SVLC) retail media network, launched earlier this year.

fresh market firework

The beta release of the “first-to-market,” patent-pending generative AI live shopping solution allows customers to utilize the in-video chat feature on an ongoing, on-demand basis, according to a media release.

Even after a livestream has concluded, shoppers can ask questions about the products or services featured, and Firework's proprietary AI engine will provide real-time responses based on user input, the content of the video and other associated metadata.

For example, a customer can ask, “What is the recipe for the salad being made in this video?” and the tool will provide the ingredients.

Firework says its new AI engine makes use of a large language model (LLM), can understand and respond in a range of languages, and can be customized to reflect each brand's unique voice.

“Our customers are looking to engage with our brand in real time, both online and in-store," Kevin Miller, chief marketing officer at The Fresh Market, 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."

The solution was developed by Firework AI Labs, a dedicated team of core AI and machine learning experts. The Firework AI Sales Assistant builds on the team's past innovations in AI-driven video commerce enablement, including automated content creation and editing tools offered in the Firework Creation Studio.

"What sets video commerce apart from other media is the potential for immersive, interactive customer experiences,” Rick Zhuang, chief technology officer at Firework, said. "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 Fresh Market first tapped Firework to further its "digital transformation" initiative in late 2021, with the goal of extending its reach to next-generation consumers. Realizing its e-commerce business was flattening out, the retailer at the time was looking for ways to appeal to online customers, which Fresh Market found differed from its typical female, affluent, 50 years or older shopper base.

Kevin Miller recently discussed how the grocer is attracting a younger shopper base and its retail media shoppable video and livestream solution, powered by Firework, with the Path to Purchase Institute. (Watch the conversation here.)

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