BuzzFeed launches shoppable editorial content for US audience via AI powered Shopsense tie up

BuzzFeed has become the first editorial media brand to partner with Shopsense.

It will use the company’s AI powered Commerce Operating System (OS) to integrate context  aware product recommendations directly into articles, with the aim of giving BuzzFeed's monthly audience of 71 million monthly US visitors a seamless way to explore and purchase products relevant to the lifestyle, fashion, and entertainment content they’re consuming.

“For nearly two decades, BuzzFeed has helped audiences navigate the best of the internet - and made culture shoppable along the way,” says Ken Blom, Chief Business Officer at 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.”

BuzzFeed will activate two types of native commerce modules across its content ecosystem: AI driven product carousels that surface relevant items based on the article or image content, and fully sponsored modules featuring curated collections from a single retailer or brand.

Behind the scenes, Shopsense’s Commerce OS continuously updates product selections in real-time, factoring in inventory, promotions, and payment options like buy now, pay later, to keep the experience relevant, seamless, and geared towards conversion.

“Every piece of content has the potential to drive both commerce and brand value,” says Glenn Fishback, CEO and Co-Founder at Shopsense AI. “BuzzFeed’s influence makes them the perfect partner to show what’s possible when storytelling and shopping are seamlessly connected. For Shopsense, we’re unlocking new revenue across all content formats, from video to editorial.”

RTIH AI in Retail Awards

RTIH, organiser of the industry leading RTIH Innovation Awards, proudly brings you the first edition of the RTIH AI in Retail Awards, which is now open for entries. 

As we witness a digital transformation revolution across all channels, AI tools are reshaping the omnichannel game, from personalising customer experiences to optimising inventory, uncovering insights into consumer behaviour, and enhancing the human element of retailers' businesses.

With 2025 set to be the year when AI and especially gen AI shake off the ‘heavily hyped’ tag and become embedded in retail business processes, our newly launched awards celebrate global technology innovation in a fast moving omnichannel world and the resulting benefits for retailers, shoppers and employees.

Our 2025 winners will be those companies who not only recognise the potential of AI, but also make it usable in everyday work - resulting in more efficiency and innovation in all areas.

Winners will be announced at an evening event at The Barbican in Central London on Wednesday, 3rd September.

This will kick off with a drinks reception in the stunning Conservatory, followed by a three course meal, and awards ceremony in the Garden Room.

Please email our Editor, Scott Thompson, if you have any questions or need further information: scott.thompson@retailtechinnovationhub.com

Key 2025 dates

Friday, 18th July: Award entry deadline 

Tuesday, 22nd July: 2025 finalists revealed

Wednesday, 23rd July - Friday, 8th August: Judging days

Wednesday, 3rd September: Winners announced at the 2025 RTIH AI in Retail Awards Ceremony, to be held at The Barbican in Central London.