Forget popcorn, the 2024 MTV Video Music Awards is serving up a side of instant shopping thanks to a partnership between Paramount Global and shoppable advertising company Shopsense AI. This collaboration brings “live shopping” to the VMAs for the first time ever, allowing viewers to instantly shop the red carpet looks and designer outfits they see on screen.
The secret weapon: Shopsense’s brand new “Lens” technology
The secret weapon behind this live shopping experience is Shopsense’s brand new “Lens” technology. This AI-powered tool lets viewers snap photos of their favorite looks using their smartphones or tablets. The Lens then springs into action, identifying the exact item or suggesting similar options from a massive database of over 1 billion products across 1,000+ retailers.
“Content creators want to get closer to the point of purchase, and Shopsense AI has quickly become the new commerce engine for broadcasters. I can’t think of a better cultural moment for us to launch the new Shopsense AI Lens than at the “VMAs”, a powerhouse phenomenon of music and fashion that perfectly aligns with our vision of transforming the way viewers interact with content,” said Glenn Fishback, Co-founder and CEO of Shopsense AI.
A seamless shopping experience
Unlike earlier attempts at interactive TV shopping, Shopsense Lens keeps the experience smooth and integrated. Viewers can browse for similar items without interrupting the VMAs broadcast. This seamless approach is key.
“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 can’t wait to see how our fans embrace this new way to engage with the VMAs and look forward to extending the Shopsense AI Lens to additional Paramount content in the coming weeks and months.”
Benefits all around
The Shopsense Lens partnership is a win-win for all parties involved. The viewers get the chance to instantly shop the looks they love, inspired by the VMAs. The retailers gain access to a captive audience at the very moment they’re inspired to buy. Media companies like Paramount can generate new revenue streams by offering this interactive shopping experience.
“We’re turning TV into this retail powerhouse, right?” said Fishback to CNBC. “We’re promoting, enabling and activating and allowing the prospective TV broadcasters to win back the living room and create this curated secondary screen experience. This should be a form of entertainment that not only am I enjoying the shows, I can buy the furniture. I’m a part of it, and that’s what we think the Lens does.”
The future of live shopping
Shopsense doesn’t plan to stop at the VMAs. They’re already in talks with other major media companies to bring their Lens technology to a wider range of programming, including scripted television and sporting events. This could potentially revolutionize the way viewers interact with content, blurring the lines between entertainment and shopping.
Is live shopping the next big thing?
While the success of live shopping remains to be seen, the Shopsense Lens integration at the VMAs marks a significant step forward. The technology offers a seamless and engaging experience for viewers, and its potential to benefit both retailers and media companies is undeniable. As consumer behavior continues to evolve, live shopping powered by AI could very well become the next big thing.
