Firework launches virtual AI shopping assistant ‘AVA’ to improve customer experience
Posted: January 11, 2024 6:38 AM Updated: January 11, 2024 6:42 AM
Correction and fact check date: January 11, 2024, 6:38 AM
briefly
Firework has launched AVA, an AI-generated video sales assistant built specifically for commerce to improve the customer shopping experience.
Both online and offline shopping have their own advantages and disadvantages. Customers in the store have experts present to answer questions about products and services, allowing customers to look at, touch, and try on the products. Conversely, e-commerce offers efficiency and convenience. Customers can shop anytime, anywhere, but it doesn’t offer the same tactile experience or personalized advice as in-store purchases.
To address this gap, video commerce and engagement platform Firework has launched AI Virtual Assistant AVA, an AI-generated video sales assistant built specifically for commerce.
“AVA replicates the experience of speaking with an in-store expert through life-like human avatars and intelligent interactions. AVA answers questions, provides recommendations based on past purchases, and even demonstrates products in real time, all from the convenience of an online platform. AVA is unique among virtual AI assistants in that it is purpose-built for commerce,” Jerry Luk, co-founder and president of Firework, told Metaverse Post.
Firework’s proprietary Large Language Model (LLM) allows AVA to learn and adapt to respond to customer inquiries and provide real-time product demonstrations. AVA can leverage a variety of data sources, including sales data, engagement results, and customer feedback, to improve performance and drive conversions.
Firework’s Jerry Luk added, “We’re enabling consumers to enjoy the speed and convenience of e-commerce without sacrificing the human touch that transformed shopping from a necessity to a source of entertainment and joy.” .
Simplify your customer experienceWith AI assistant
According to the company, AVA’s AI-generated content development approach, with a focus on Retrieval-Augmented Generation (RAG) and model fine-tuning, enhances AVA’s adaptability and personalization capabilities in interactions between brands, consumers, and virtual sales assistants.
Over time, customers can contribute new information to AVA’s knowledge base, which ensures that assistants are always up to date on the latest product details, industry trends, and customer preferences. During conversations, AVA can retrieve and use up-to-date, relevant information thanks to RAG’s continuous expansion of knowledge, which improves the accuracy and situational appropriateness of responses.
“By incorporating training data from one-on-one virtual shopping experiences with human agents, AVA can continuously improve its understanding of consumer behavior and preferences,” Firework’s Jerry Luk told Metaverse Post. “This personalization goes beyond product questions to include tailored communication styles, addresses individual consumer preferences and histories, and fosters a deeper connection between brand and consumer.”
Firework also chose Google Cloud’s Vertex AI for AVA development for its reliability and performance. Vertex AI’s infrastructure ensures reliable and efficient functionality, which is critical to maintaining consistency.
Performance in retail. The collaborative partnership highlights Google Cloud’s response to Firework’s feedback, actively improving Vertex AI to meet AVA’s specific needs, and fostering ongoing innovation.
“Vertex AI’s high performance allows it to process large data sets quickly and accurately, allowing AVA to quickly adapt to changing consumer behavior and preferences, improving the overall effectiveness of the virtual assistant,” said Jerry Luk.
The most striking aspect of AVA is its ability to go beyond the limitations of traditional text-based AI assistants and conduct human-like conversations using voice and visual presence. This approach creates an immersive, interactive shopping experience that resembles a face-to-face interaction with a knowledgeable sales assistant.
“This feature is inspired by the success of Firework’s virtual shopping product, which saw a 10x increase in conversion rates through video interaction and highlighted the importance of visual engagement in increasing consumer trust and decision-making,” Firework’s Jerry Luk told Metaverse Post. .”
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Kumar is an experienced technology journalist specializing in the dynamic intersection of emerging fields including AI/ML, marketing technology, cryptocurrency, blockchain, and NFTs. With over three years of experience in the industry, Kumar has established a proven track record in crafting compelling narratives, conducting insightful interviews, and providing comprehensive insights. Kumar’s specialty is producing high-impact content including articles, reports and research publications for prominent industry platforms. With a unique skill at combining technical knowledge and storytelling, Kumar excels at communicating complex technical concepts in a clear and engaging way to diverse audiences.
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Kumar is an experienced technology journalist specializing in the dynamic intersection of emerging fields including AI/ML, marketing technology, cryptocurrency, blockchain, and NFTs. With over three years of experience in the industry, Kumar has established a proven track record in crafting compelling narratives, conducting insightful interviews, and providing comprehensive insights. Kumar’s specialty is producing high-impact content including articles, reports and research publications for prominent industry platforms. With a unique skill at combining technical knowledge and storytelling, Kumar excels at communicating complex technical concepts in a clear and engaging way to diverse audiences.