Shopsense AI Lens lets fans snap and shop as it makes debut at 2024 MTV Video Music Awards (VMAs)

Shopsense AI reports the debut of the Shopsense AI Lens, a product recognition technology, during the MTV Video Music Awards (VMAs).

This lets viewers shop their favourite TV shows and live events directly from their second screen.

It enables people to snap what their favourite artists are wearing and then shop the looks they love in an AI curated digital store. The VMAs shopping experience will take place within MTV’s retail ecosystem without interrupting the viewer’s experience.

Using a second screen device, such as a smartphone or tablet, viewers can take a photo of the fashion or product they love on their “first” screens, like a TV or laptop. With a photo, the Lens instantly identifies exact product matches or suggests similar items.

“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,” says John Halley, President at 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."

“Content creators want to get closer to the point of purchase, and Shopsense AI has quickly become the new commerce engine for broadcasters,” says Glenn Fishback, Co-founder and CEO at Shopsense AI.

“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.”

“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 Shopsense AI Lens launch is the latest step in Shopsense’s partnership with Paramount, which began when the company first emerged from stealth in April. Their collaboration initially brought shoppable technology to the CMT Music Awards Red Carpet Pre-Show and live broadcast.

The Lens will roll-out to all Shopsense partners in the near future. It is compatible with both a broadcaster’s linear and streaming TV content, making it instantly shoppable, including live programming, sports, daily talk shows, episodic, and serials.

2024 RTIH INNOVATION AWARDS

AI is a key focus area for the sixth edition of the RTIH Innovation Awards, which is now open for entries.

The awards, sponsored by CADS, 3D Cloud, Retail Technology Show 2025, and Business France, celebrate global tech innovation in a fast moving omnichannel world.

It’s free to enter and you can do so across multiple categories.

Key 2024 dates

Friday, 25th October: Award entry deadline 

Tuesday, 29th October: 2024 shortlist revealed

30th October-6th November: Judging days

Thursday, 21st November: Winners announced at the 2024 RTIH Innovation Awards ceremony, to be held at RIBA’s 66 Portland Place HQ in Central London.