Live Shopping Comes to the MTV VMAs – RetailWire

Viewers of the MTV VMAs can shop the looks they love from the stars they admire this year via Shopsense AI. The cutting-edge product recognition technology states it will “revolutionize how VMA audiences and fans across Paramount’s global network shop products at the moment of inspiration on streaming and broadcast content.”

Therefore, the entire VMA broadcast, which takes place tonight on Sept. 11, will be shoppable for the first time ever. All the best and most trendsetting looks, from the red carpet to the stage, will be available at shop.mtvVMAs.com. 

The Shopsense AI press site explains its technology. “Shopsense’s proprietary, newly launched AI-powered Lens activates viewers to snap what their favorite artists are wearing and then shop the looks they love in an AI-curated digital store. The ‘VMA’ shopping experience will take place within MTV’s retail ecosystem without interrupting the viewer’s experience.”

It continues, “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 just a simple photo, the Lens instantly identifies exact product matches or suggests similar items, offering viewers an unprecedented, interactive shopping experience.”

As reported by CNBC, since many celebrities at the VMAs are expected to wear custom couture, Shopsense software will recommend similar, more affordable alternatives at various price points. Shopsense can identify over 1 billion off-the-rack items, according to the company.

President of Paramount Advertising, John Halley, stated in the announcement, “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. 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.”

Halley also noted that this tech “provides brands an amazing access point and opportunity to reach consumers … in an environment that is actionable to purchase their products,” per CNBC. The outlet reported that Shopsense has partnered with more than 1,000 retailers to spotlight their products on the platform, including Nordstrom, Macy’s, Revolve, and Urban Outfitters.

The 2024 VMAs will air live on MTV and across all Paramount channels on Wednesday, Sept. 11 at 8 p.m. ET, 5 p.m. PT, according to Teen Vogue. This includes BET, BET Her, CMT, Comedy Central, Logo, MTV2, Nickelodeon, Paramount Network, Pop, TV Land, and VH1. Additionally, MTV has teamed up with TelevisaUnivision to provide a live simulcast on Univision, and Paramount+ will provide a recording on-demand on Sept. 12.