The American entertainment news outlet BuzzFeed announced it is partnering with AI retail platform Shopsense AI to create shoppable adverts for readers.
BuzzFeed will align adverts to readers interests and show context-aware product recommendations to its 71 million monthly US readers.
The editorial media brand will use Shopsense AI’s Commerce Operating System (OS) to show products relevant to the brand’s lifestyle, fashion, and entertainment content.
Buzzfeed says it will utilise two types of AI-driven advertisements, including product carousels that align products with article content and fully sponsored ads featuring curated collections from a single brand.
The AI tool updates product selection in real-time, whilst taking into account other considerations like inventory, promotions, and special payment options.
On its website, Shopsense AI says it provides “second-screen shopping experiences, allowing viewers to easily shop for products seen in, and inspired by, their favourite shows, movies, sporting events and live awards shows, all within the safety and security of the broadcaster’s environment.”
The US-based tech firm has typically had customers from the broadcasting and streaming industry, so Buzzfeed will be its first editorial partner.
“For nearly two decades, BuzzFeed has helped audiences navigate the best of the internet – and made culture shoppable along the way,” said Ken Blom, Chief Business Officer of BuzzFeed.
“This partnership brings that mission into the AI era, combining the cultural relevance of our content with a powerful commerce engine. Together, we’re unlocking new revenue streams, deeper brand performance, and a better experience for our users.”
