Shop the Outfits from the 2024 MTV VMAs in Real Time with Paramount’s New AI-Powered Lens

Paramount Global, the parent company of MTV, has partnered with shoppable advertising company Shopsense AI to allow viewers to shop the outfits they see during the 2024 MTV VMAs. This partnership aims to monetize content and provide new revenue streams for both retailers and legacy media companies. The Shopsense AI-powered lens will be launched at the start of the awards show, allowing viewers to snap photos of their favorite looks and browse similar options suggested by the product recognition algorithm. Each time a person buys something through the feature, or even clicks on an item, revenue will go back to Paramount. This integration of shoppable advertising is a game-changer for how viewers experience live events like the VMAs, as it provides brands an opportunity to reach consumers in an actionable environment. It also offers an immediate shopping experience that capitalizes on viewers’ spontaneous desires. The Shopsense software can recognize over 1 billion off-the-rack items, suggesting dupes at various price points for the custom items worn by celebrities. This format is particularly effective for impulse buys, as it leverages limited-time offers and exclusive deals. The TV industry has seen a rebound in the ad market, especially for streaming and digital platforms. Paramount+’s streaming service turned its first profit, driven by subscriber growth and higher prices, even as its traditional TV business experienced a drop in advertising revenue. The Shopsense integration is expected to enhance the viewer experience and generate high conversion rates, bringing consumers into a curated second-screen shopping experience. In the future, Shopsense aims to work with other media companies to enable viewers to shop the exact products featured on various television programs. The partnership with over 1,000 retailers gives them an opportunity to capture customers at the moment of inspiration while watching TV. This integration of AI and shoppable advertising not only makes online shopping more engaging but also helps consumers with product research. The seamless experience provided by the Shopsense software sets it apart from previous attempts by other retailers, as it eliminates friction and allows viewers to shop directly from their phones. In addition to finding the looks they see on TV, viewers can explore curated collections inspired by the content. For example, during the VMAs, Shopsense will feature lookalikes from the previous year’s event and a curated selection from Macy’s that includes red carpet looks, fragrances, and accessories. The marriage of television and retail is a great way to engage consumers and provide them with additional channels for shopping. However, execution is crucial for the success of such initiatives. Overall, the integration of shoppable advertising and AI technology in live events like the VMAs has the potential to revolutionize how brands reach audiences and generate revenue for media companies and retailers alike.