DirecTV and Glance turns TV into a GenAI shopping engine, solving personalization and discovery gaps in ecommerce.
DirecTV and Glance are enhancing shopping with GenAI. Traditional ecommerce relies on search, filters, and static browsing. This creates friction, especially for users unfamiliar with digital interfaces. Personalization is often shallow, limiting engagement and conversion.
The core challenge is discovery. Shoppers struggle to visualize products on themselves. This leads to hesitation, returns, and abandoned purchases. The new GenAI system solves this by turning TVs into virtual fitting rooms. Users upload a selfie, and the system generates personalized product visuals in real time.
The platform combines multiple GenAI layers. A commerce model understands product relevance. A user model extracts detailed attributes from images. Then, a generative layer creates realistic try-on visuals. This removes guesswork and builds confidence. Instead of imagining outcomes, users see personalized results instantly on a large screen.
The benefits are clear. Users engage longer and explore more products naturally. Conversion rates increase due to higher confidence in purchase decisions. Brands gain stronger intent signals without changing checkout systems. GenAI shifts shopping from active searching to passive discovery, embedded in everyday viewing experiences.
Why it matters
GenAI is transforming commerce from search-driven to experience-driven discovery.
• Solves product visualization gaps with real-time, personalized virtual try-ons
• Increases conversion by reducing uncertainty and improving purchase confidence
• Expands commerce into new interfaces like TV, beyond traditional apps and websites
This case reflects a broader enterprise problem: how to embed GenAI into everyday platforms to drive discovery, personalization, and conversion at scale.
