Shoppable Content: AI App Browzzin

Singaporean social commerce app Browzzin combines artificial intelligence (AI) and visual recognition technology with the power of influencers to drive fashion sales for retailers, both online and in-store.

Launched this May, the app transforms posted images into shoppable content – redirecting shoppers to online and offline products from signed-up retailers – and rewards content creators with commissions.

The free-to-download app encourages established and aspiring influencers to share their own looks or images they find inspiring. They receive up to 10% of any sale made through their account. A direct link to Instagram makes it easy to populate accounts with fashion content.

AI-driven technology automatically recognises styles within the images and provides users with a menu of similar-looking products, making the manual tagging process redundant. Influencers can tag premium products to increase earnings. For those using the platform to shop, products are shown below each image in a carousel that redirects them to transactional websites.

Browzzin currently offers more than two million products from a variety of online shopping platforms including Asos, Puma and UK department store House of Fraser.

Encouraging consumers to go shopping in bricks-and-mortar stores, the app also has an offline discovery feature that tracks their location. It then pushes relevant products to shoppers at the stores closest to them – see also Social Media to Store. Retailers can sign up for free, paying a fee for each sale made through the platform.

See Monetising Social Media 2016, Peer Power: Social E-tail Networks and Blusho: Shoppable Beauty Community.