Alex Perez-Tenessa, Amazon Prime Video's former vice president, hits play on video shopping for prestige beauty with a twist — AI that personalizes the actual video.
But for Trendio, populating feeds is only part of the equation. The system also reshapes the actual content, programmatically editing videos to suit each user based on the person’s buying, browsing and viewing habits, to craft an experience with singular appeal.
“We track what they do at a very granular level, at a timestamp level, something [most or maybe none of the other] players do. And then we are building and training the models to be able to auto-edit the videos, so that what the customer sees really matches what they’re interested in for any given product,” the CEO said. People can fly through these edited clips, TikTok-style on their phones or watch with friends on television as a form of entertainment in their own right.
“Once they’re with us, we let them choose,” Perez-Tenessa said. Creators work on a commission basis tied to sales, so there are no incentives to hype one product or brand over another. “It’s super important for us not to mandate that…we want to make sure that the products they promote, they truly love.”
Meanwhile, the controversial ByteDance-owned sensation that set off the video sprints has been steadily expanding its maximum length for TikTok videos, likely in service of advancing its own shopping initiative.
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