Saigon Co.op sold products on TikTok for the first time, experimenting with AI

To meet the shopping needs of the general public, especially Gen Z consumers (those aged 20 and below), Saigon Co.op has officially launched its sales on TikTok since January 25, 2024. At the same time, the company has also deployed AI tech, also known as " Live selling by digital humans" to optimize costs, reduce product prices, and offer nearly 24/7 shopping assistance to customers.

Initially, the AI technology would be tested by Saigon Co.op until the Lunar New Year (February 5th), operating for an average of 10-12 hours per day. After that, the performance would be reassessed, based on successful orders, viewership, reach and engagement rates, and so on, to determine whether it should be implemented on a larger scale. Users can watch the livestreams and purchase products at www.tiktok.com/@co.opmart.official or https://www.tiktok.com/@benthanhliveshopping to enjoy shocking promotions which are only available on the AI-powered livestreams.

To introduce this activity, on January 30, 2024, Saigon Co.op and its operating partner, Vietnam Aeyes streaming Joint Stock Company, held an introductory event for the AI-powered live selling project. The event was attended by representatives of the Ho Chi Minh city Institute for Development Studies.

The form of AI livestreaming is increasingly becoming popular in the world’s online market due to the prominent advantages over its traditional sibling: 24/7 operation, simple management, reduced manpower, and ultimately, offering customers the best possible prices. In addition to boosting sales, AI livestreaming can be utilized for providing customer support, answering inquiries, reviewing products, creating content and more.

Mr. Le Van Tong - Head of Saigon Co.op’s Online Sales Department, declared: “The implementation of AI-powered livestreaming marks a significant milestone in Saigon Co.op's digital transformation journey and positively contributes to Ho Chi Minh City's overall trade development goals. We hope this innovative shopping trend will bring more convenience and save time for the consumers”.

Mr. Nguyen Van Linh - Director of Vietnam Aeyes streaming Joint Stock Company, shared: “AI livestreaming or live selling by digital humans can operate 24/7, optimizing manpower in a way that conventional livestreaming cannot. A digital human must possess 03 key attributes: a realistic appearance, the use of native-like language, and the intelligence to interact authentically with customers throughout the livestream. Retailers can use ‘digital KOC library’ providing a wide variety of characters, outfits, and more”.

"Mr. Truong Minh Huy Vu - Deputy Director of the Ho Chi Minh city Institute for Development Studies, directed that it is necessary to promote the scale of sales using modern technology: “AI livestreaming has been deployed by the city in several projects with positive outcomes. This not only effectively boosts revenue for businesses but also introduces local agricultural produce to a wide range of both international and domestic customers. At the same time, AI technology does not completely replace humans as many of us might fear. Instead, AI technology helps transform and restructure careers, especially in IT industries”.