BuzzFeed, Inc. has announced a new partnership with Shopsense AI to revolutionize content-to-commerce by embedding AI-powered product recommendations directly into editorial content. As the first editorial media brand to partner with Shopsense, BuzzFeed is tapping into the $100 billion digital retail media market, offering advertisers access to its 71 million monthly U.S. visitors.
This collaboration leverages Shopsense’s AI-powered Commerce Operating System (OS), enabling BuzzFeed to deliver dynamic, context-aware shopping experiences across its articles. Readers will discover shoppable items naturally integrated within lifestyle, fashion, and entertainment stories—making product discovery seamless and intuitive.
“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 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 roll out two key native commerce formats: AI-generated product carousels that reflect the context of the article or visuals, and sponsored modules that feature curated product collections from individual brands or retailers. Shopsense’s platform dynamically updates these modules in real-time, factoring in variables like inventory availability, promotional offers, and payment options such as Buy Now, Pay Later.
This partnership underscores a growing trend in media: turning audience engagement into actionable commerce. With over 1,250 retail partners and the largest independent cross-merchant SKU-level database, Shopsense enables brands and publishers to bridge the gap between storytelling and transactions at scale.
“Every piece of content has the potential to drive both commerce and brand value,” said Glenn Fishback, CEO and Co-Founder of 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.”
By embedding shoppable experiences across lifestyle, beauty, fashion, and entertainment content, BuzzFeed and Shopsense AI are setting a new standard for native retail media—connecting users to products right at the moment of inspiration and intent.