BuzzFeed will use an AI-powered commerce operating system to integrate context-aware product recommendations directly into articles published on its website.

The company, which has partnered with Shopsense AI for the rollout, will be the first media provider to use the technology.

BuzzFeed will use two types of native commerce modules across its content ecosystem.

AI-driven product carousels will showcase relevant items based on the article or image content, while fully sponsored modules will feature curated collections from a single retailer or brand.

The technology will update the product selection in real time, taking into account factors including inventory, promotions, and payment options like Buy Now, Pay Later to keep the experience relevant and geared towards conversion.

Around 71 million people visit Buzzfeed’s website each month, with a strong reach amongst millennials and Gen Z.

“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.”

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