A platform from German firm Showroom.fm lets physical retailers help AI assistants and search engines answer precisely: “Where can I try this today?”

The platform enables physical retailers to publish their on-display inventory in a standard AI-readable format.

As consumers increasingly turn to AI instead of browsing web sites, retailers face a visibility gap. AI systems currently have no structured data showing what is on display in stores. Showroom.fm closes this gap by giving retailers a simple, unified way to create and publish this information so it can be understood by AI assistants and search engines.

Most retailers maintain inventory in PoS or merchandise systems, but these systems do not track what is physically placed on the showroom floor. On display information is rarely published as structured data today, leaving physical retail almost entirely undiscoverable to AI.

Showroom.fm provides retailers with a free account to test the platform with up to ten on-display items. A simple dashboard lets them upload, edit and maintain showroom items. The standardised structured data are built on Schema.org conventions.

The AI-ready on-display object feeds can be read instantly by external systems. Manufacturers can import feeds to answer customer inquiries more accurately. Web agencies can use these feeds to build pages, campaigns and brand worlds around the on-display concept.

The system also provides embeddable showroom modules for the retailer’s own web site. Object-level timestamps signal data freshness and reliability to AI systems. Optional API access gives automated updates at scale. Retailers can update their showroom in minutes without technical knowledge, with changes reflected instantly.

Showroom.fm enables manufacturers and agents to co-curate on display inventory and sponsor selected retailers for increased visibility.

The launch of Showroom.fm aligns with an evolution in Schema.org, the open structured-data framework used across the global web by search engines and AI assistants. Showroom.fm proposed the concept of an on-display property for Schema.org. This concept was refined within the Schema.org community and accepted as the new property name displayLocation, which has been merged into the Schema.org code base and is now scheduled for public release. Retailers, manufacturers, museums and the general public can express their support for the release at www.displaylocation.org.

The upcoming release of displayLocation will allow any web site owner to communicate on-display items using standardised structured data. Showroom.fm is built around this capability, enabling retailers and manufacturers to publish authoritative on-display information in a consistent, machine-readable format.

“Most physical stores still have no practical way to keep the internet updated on what’s actually on display,” said Vasco Sommer-Nunes, founder of Showroom.fm. “Consumers want to experience high-ticket items like furniture, cars or luxury goods before they buy them, but AI systems have very little structured data to work with. Showroom.fm gives retailers a simple way to publish what’s on their floor today.”

Showroom.fm (www.showroom.fm) is a Berlin-based platform that enables physical retailers to make their in-store inventory visible online in a structured, AI-ready format. Retailers use showroom.fm to maintain accurate, up-to-date showroom feeds that search engines, AI assistants, manufacturers and web agencies can reliably consume. These standardised on-display feeds allow manufacturers to support their retailer networks, serve customer inquiries and enable agencies to build pages, campaigns and brand experiences around live showroom data.