Leading-edge visual shopping tool debuts during MTV Video Music Awards
Viewers of MTV Video Music Awards were able to shop the outfits they saw in real time during the broadcast.
Media and streaming company Paramount enabled viewers of the MTV Video Music Awards (VMAs) to snap photos of items performers were wearing on their “first screen” (such as a TV or laptop) with their “second screen” (such as a tablet or smartphone), leveraging the new Shopsense AI Lens solution.
Shopsense AI Lens is designed to create seamless shopping experiences curated specifically for individual shows for broadcasters across linear, streaming and their owned and operated content properties. With a digital photo, Lens instantly identifies exact product matches or suggests similar items from the thousands of retailers on the Shopsense AI platform, which users can then shop in an AI-curated digital store.
The Lens-enabled shopping experience for the VMAs took place within an MTV digital storefront without interrupting viewing of the broadcast.
"MTV is home to some of the biggest moments in music and pop culture and has been at the forefront of innovation, pushing boundaries to connect in new and exciting ways,” said John Halley, president of Paramount Advertising. “Shopsense is creating a truly immersive and interactive experience that seamlessly blends entertainment and commerce. We look forward to extending the Shopsense AI Lens to additional Paramount content in the coming weeks and months."
Paramount has been partnering with Shopsense AI for several months.
In April 2024, Paramount provided seamlessly shoppable content using the Shopsense AI retail media platform during the CMT Music Awards red carpet pre-show coverage. During the Shopsense-enabled shopping experience during the red carpet lead-up to the CMT Music Awards live broadcast, viewers were able to visit a dedicated mobile site to browse and buy items from a curated collection of apparel items inspired by what they saw celebrities wearing on-screen.
In addition, viewers of the CBS Sports Golazo Network can seamlessly buy select team-, player- and host-inspired merchandise, and the CBS daytime talk show “The Talk” is shoppable with Shopsense AI technology, offering viewers a curated collection of apparel and accessories inspired by what the hosts are wearing (Paramount is the parent company of TV network CBS).
[READ MORE: Shoppable content – the new omnichannel commerce frontier]
"Content creators want to get closer to the point of purchase, and Shopsense AI has quickly become the new commerce engine for broadcasters," said Glenn Fishback, co-founder and CEO of Shopsense AI. "Shopsense AI Lens effectively merges entertainment with a dynamic shopping experience. Our technology empowers publishers to provide a more immersive and engaging experience for their audiences while driving new revenue streams through seamless product discovery and purchase."
The Lens is expected to roll out to all Shopsense partners in the near future.
