Customized e-commerce tags in realtime multimedia content

A system comprising:

• one or more processors, and
• one or more non-transitory computer-readable media storing instructions executable by the one or more processors, wherein the instructions cause the one or more processors to perform acts comprising:
• sending, by at least one server computing device and to a user device of a user, multimedia content, wherein the multimedia content includes a representation of an item;
• receiving, by the at least one server computing device, audio data generated by the user device from a first time to a second time during playback of the multimedia content, wherein the first time is associated with display of the representation of the item by the user device;
• processing, by an automatic speech recognition component associated with the at least one server computing device, the audio data to generate text data representing one or more words spoken from the first time to the second time;
• determining, by a natural language component associated with the at least one server computing device via natural language processing of the text data, a purchase intent to purchase the item;
• responsive to determining the purchase intent to purchase the item, causing display, by the at least one server computing device and via the user device, of an interactive element selectable to purchase the item;
• detecting, by the at least one server computing device, an interaction with the interactive element;
• and
• based at least in part on detecting the interaction with the interactive element, causing display, by the at least one server computing device, of a graphical user interface comprising a selectable icon selectable to initiate payment for the item, wherein the graphical user interface is customized based at least in part on a user profile of the user.

One or more non-transitory computer-readable media storing instructions executable by one or more processors that, when executed by the one or more processors, cause the one or more processors to perform acts comprising:

• sending, by at least one server computing device and to a user device of a user, multimedia content, wherein the multimedia content includes a representation of an item;
• receiving, by the at least one server computing device, audio data generated by the user device from a first time to a second time during playback of the multimedia content, wherein the first time is associated with display of the representation of the item by the user device;
• processing, by an automatic speech recognition component associated with the at least one server computing device, the audio data to generate text data representing one or more words spoken from the first time to the second time;
• determining, by a natural language component associated with the at least one server computing device via natural language processing of the text data, a purchase intent to purchase the item;
• responsive to determining the purchase intent to purchase the item, causing display, by the at least one server computing device and via the user device, of an interactive element selectable to purchase the item;
• detecting, by the at least one server computing device, an interaction with the interactive element;
• and
• based at least in part on detecting the interaction with the interactive element, causing display, by the at least one server computing device, of a graphical user interface comprising a selectable icon selectable to initiate payment for the item, wherein the graphical user interface is customized based at least in part on a user profile of the user.