In this episode of The MadTech Podcast, Kashif Dalvi, digital strategy partner at the7stars, joins ExchangeWire COO Lindsay Rowntree and John Still, head of content.

The first story is Alibaba integrating Qwen into Taobao, its biggest e-commerce platform. They discuss if the future of search lies in fluid conversations, and compare the latest developments in AI and e-commerce across different regions. The second story covers Instagram's plans to expand into long-form CTV content, emulating YouTube.

Finally, Amazon data will become available on Netflix inventory in the UK and wider EMEA region from next week. What can advertisers gain from this integration, and which players stand to lose the most from it?

Alibaba integrates Qwen into Taobao

Alibaba has integrated Qwen, its flagship AI assistant, into its biggest e-commerce platforms. As a result of the integration, users of the Qwen app can find, compare, and purchase products from Taobao and Tmall’s inventory through both voice chat and text. Alibaba believes that the future of online shopping lies in fluid conversations, rather than rigid search terms. 

Instagram eyes long-form CTV content 

Last week at the Scalable Summit, Tessa Lyons, Instagram’s vice president of product, said that long-form content is a key element of the app’s planning, as the company looks to engage audiences and align with evolving industry trends.

Lyons stated that Instagram is looking beyond short-form content to emulate an approach more similar to YouTube in attempts to drive higher engagement from creators. Their aim is for Instagram to become a part of both creators’ long-form and short-form strategies. 

Amazon data to become available on Netflix inventory

It has been confirmed that Amazon data will become available on Netflix inventory in the UK and wider EMEA region from next week, on Monday 18th May. The integration allows advertisers to layer Amazon’s extensive shopping data onto Netflix inventory through the Amazon DSP.