In today’s Digest, we cover Alibaba leaning into AI shopping with a Qwen–Taobao tie-up, Amazon data set to power Netflix ads in the UK from 18th May, and Instagram exploring long-form video on CTV. 

Alibaba pushes ‘Chat-to-Buy’ with Qwen AI

Alibaba Group is integrating its flagship AI assistant, Qwen, into its major e-commerce platforms Taobao and Tmall, signalling a broader shift toward conversational commerce powered by AI. The new features allow users to search, compare, and purchase products through text or voice interactions rather than traditional keyword searches.

Powered by Taobao’s extensive product catalogue and customer review data, the AI assistant can answer shopping-related questions, recommend products based on preferences and budgets, and even manage tasks such as tracking deliveries.

Features including virtual try-ons and automated price comparisons are designed to streamline decision-making and reduce friction in online shopping. The company is betting that conversational assistants will increasingly become a core interface for digital commerce, particularly as users grow more comfortable delegating routine tasks to AI agents.

Amazon Data Coming to Netflix Inventory Next Week

It has been confirmed that the integration of Amazon’s shopping data into Netflix’s ad inventory will become available in the UK and across the wider EMEA region from 18th May. Advertisers will be able to apply Amazon’s shopping data to the streaming giant’s ad inventory through the Amazon DSP. Those buying inventory will be able to use Amazon Audiences for campaign planning and targeting, gaining access to shopping behaviour insights from one of the world’s largest retailers. 

The rollout represents a significant step in combining retail purchase signals with streaming ad inventory to improve audience targeting and campaign performance.

This gives advertisers access to shopping behaviour insights tied to one of the world’s largest streaming platforms. 

Instagram eyes long-form CTV push

Instagram is exploring a renewed push into long-form content as it looks to expand creator engagement and strengthen its position in connected TV (CTV) and streaming environments. Speaking at the Scalable Summit, Instagram vice president of product Tessa Lyons said the platform is evolving beyond its current emphasis on short-form vertical video. The strategy could include greater investment in podcasts, live-streaming, and episodic storytelling formats similar to the mini-dramas that have gained popularity on TikTok.

The move reflects broader industry shifts as platforms compete for creator loyalty and connected TV audiences. Instagram’s updated CTV app, launched last year, already mirrors the interface style of YouTube.