2023年5月8日

電子商務平台煙花測試生成人工智能與新鮮的市場5月8日,2023•3分鍾閱讀•安托瓦內特Siu視頻商務公司煙花將開始測試生成人工智能產品的電子商務平台在6月份開始。隨著越來越多的企業探索生活購物特性,煙花生成人工智能生活購物解決方案的目的是提高消費者參與和推動轉換——甚至在轉播畫麵結束後。例如,如果一個消費者要求的食譜視頻,AI將提供原料和產品特色。煙花的聯合創始人和總裁傑瑞陸說,內部測試到目前為止取得了有限的數據,但期望是,顧客會欣賞有AI-powered聊天功能隨時可用。希望給予實時、個性化反應將推動客戶保留和忠誠,以及提高銷售轉化率。“他們特別珍惜的不間斷特性的工具,使他們獲得準確、實時、上下文相關的反應,甚至在轉播畫麵已經結束,”陸說。”將現場事件和點播視頻交流互動,不間斷的購物體驗,生活在一個品牌的網站,我們正在幫助品牌在更多的時候他們已經連接到客戶購買意圖。“隨著越來越多的機構和實驗平台生活購物,有些人說它提供的機會來提高參與這一日益嚴重的社會和電子商務領域。一些也被測試生成AI和ChatGPT工具對於內部項目,客戶工作和創造性的內容。Amie歐文,美國商務部主管全球嗯,前麵所提到的,這是零售媒體和shoppable最終走到一起在一個地方。因為顧客互動往往結束轉播畫麵後,陸認為這個功能將提供新的潛在消費者轉換後離開。 Based on early data, Luk estimates that using the tool can increase engagement from 10 to 50 times compared to standard livestreams. The AI engine uses a large language model that can respond in many languages and can be customized to match with a brand’s voice. Several agency experts that Digiday contacted did not provide further comment due to the early stage of this launch. But other live shopping platforms have been testing a similar strategy to boost engagement. For Adi Ronen Almagor, CEO of live shopping platform and marketplace Buywith, there can be up to 70% engagement with sessions on its platform — which uses features like polls, stickers, chat and in-session checkout. “While post-event engagement is somewhat challenging — just like engaging with a physical shopper once they leave the store is challenging — we have developed tools and strategies to help brands with that as well,” Almagor said. When a livestream is done, Buywith will send SMS text and email notifications to consumers with the featured items and a coupon code when available. “This way, we keep users engaged after. Additionally, we encourage our creators to post a summary of the session and recommendations on their social media accounts. We see conversions typically between 10% to 40%, with many purchases occurring after the live ends,” Almagor added. Firework will be launching the AI chat with its existing partner The Fresh Market, with the grocery company piloting the AI live shopping capability on its website and live video commerce retail media network. In February, the two companies launched a partnership to use a shoppable live commerce retail media network that allows brands to run sponsored video ads across the livestream content. The majority of retail media networks tend to lean heavily on static and display ads. Kevin Miller, CMO of The Fresh Market, said customer lifetime value relies on seamless interaction on any channel. Additionally, any proactive or reactive customer service through intent signals or customer initiation needs to “be outstanding 100% of the time,” Miller said, adding that Firework’s custom AI tool can help improve that experience. Sponsored This article is part of a limited series exploring the challenges and opportunities associated with commerce media, from e-commerce to retail media networks. More from the series → Sponsored by Wurl Streaming is having its moment in the spotlight. Last year, streaming surpassed cable viewing for the first time. Meanwhile, the number of adults accessing […] A number of factors — economic need, a captive audience and a dearth of data — conspired the last few years to make e-commerce and retail media the hottest parts of the media business. Agencies are scrambling to stay on top of it all.