Firework, a prominent video commerce and engagement platform, announced the launch of its artificial intelligence (AI)- powered virtual shopping assistant, AVA (AI Virtual Assistant). This innovative tool is designed to revolutionize the eCommerce experience for merchants and customers by transforming online stores into interactive virtual shopping environments. AVA comes when retailers increasingly seek new strategies to boost online sales.

AVA is represented as a digital human avatar and is powered by Firework‘s proprietary large language model (LLM). The assistant can act as a brand and product expert, providing personalized recommendations and guidance to shoppers based on their purchase history and preferences. This level of personalization is achieved through adaptive intelligence, which allows AVA to learn and adapt over time by gathering information from various sources, including customer questions, feedback, engagement outcomes, and sales data.

To further enhance AVA’s capabilities, Firework has entered into a partnership with Google Cloud. This collaboration utilizes Google Cloud’s Vertex AI platform to accelerate testing, prototyping, and market initiatives, focusing on developing and training AI and machine learning models. Chris Colyer, head of retail industry partnerships at Google Cloud, expressed excitement about the potential of AI to personalize the online shopping experience in unprecedented ways.