Specialty grocer The Fresh Market has introduced a generative AI-powered live shopping feature that allows customers to use an in-video chat function even after shoppable live streams have ended. The tool, developed by video commerce solutions firm Firework, offers real-time responses to questions about featured products and services based on metadata and user input. The AI engine is based on a large language model and has the ability to communicate in multiple languages. The Fresh Market will test the AI-assisted live shopping feature on its website and its shoppable video live commerce retail media network. The grocer’s chief marketing officer, Kevin Miller, said the technology would allow customers to “engage with our brand in real time, both online and in store”.

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