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Firework Unveils AI-Powered Virtual Shopping Assistant – PYMNTS.com

Firework, a video commerce and engagement platform, has unveiled an artificial intelligence (AI)-powered virtual shopping assistant for eCommerce merchants.Dubbed AVA (AI Virtual Assistant), the assistant takes the form of a digital human avatar that uses Firework’s proprietary large language model (LLM) to transform eCommerce sites into virtual stores, the company said in a Wednesday (Jan. 10) press release. With adaptive intelligence, AVA can act as a brand and product expert, offering personalized guidance based on customers’ past purchase history.“With AVA, we are offering brands a truly transformative advantage in the marketplace,” said Firework Co-founder and President Jerry Luk said in a statement. “By seamlessly… 

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