ShopSense AI Revolutionizes Red Carpet Shopping at 2024 MTV VMAs

Shopsense AI lets music fans buy dupes inspired by red-carpet looks at the VMAs | TechCrunch

At the MTV Video Music Awards (VMAs) on Wednesday night, new technology allowed fans to shop their favorite artist's styles as they appeared on the screen. Though the drama from last night's event focused on Chappel Roan confronting a rude paparazzi and Sabrina Carpenter's on-stage kiss with an alien, fans were also raving about the extravagant and intricate outfits worn by the industry's most-loved singers. Thanks to a partnership between Paramount, and technology company Shopsense AI, viewers had the opportunity to purchase similar outfits from the service's suggestions. Launched in January, Shopsense AI offers software that allows viewers to capture images of their preferred looks as they appear live on screen and then explore comparable options suggested by Shopsense's detection model. The "AI" in this case refers to a sort of computer vision technology that matches on-screen looks with a database of clothing from online retailers. Currently, Shopsense recognizes over 1 billion items from over 1,000 retailers, including All Saints, Macy's, Nordstrom, Urban Outfitters, Revolve, and more. Viewers can go to shop.mtvvmas.com/vmas and upload a photo of their favorite look from the VMAs or any outfit of their choosing using their phone camera. For Roan's medieval warrior-inspired outfit, the software recommends a $500 All Saints maxi dress or the more affordable $56 Boohoo milkmaid dress. It's worth noting that Roan's outfit comes from the Y/Project Fall 2024 collection, which is quite expensive, which makes having an affordable alternative a nice option. The online storefront doesn't have a built-in checkout feature. Instead, it uses direct links for each product, which allows brands to keep traffic on their respective platforms. Shopsense's technology still has some issues to resolve, we found. During our testing, the suggestions were black dresses instead of the actual deep merlot color. There were also some outliers that didn't seem to match, such as a metallic dress that Shopsense may have pulled from Roan's acrylic nails, which resembled metal armor. However, the company points out that some items are meant to only match the "aesthetic" of the initial look. "We continue to develop the technology," Brian Quinn, president and co-founder, who previously worked at Amazon for over a decade, told TechCrunch. "Some of it has to do with frame rates on TVs, and how images kind of come through, how zoomed in somebody is...In terms of the accuracy of the technology, we benchmarked ourselves against the best [AI models]." Launched earlier this year, Shopsense AI aims to compete with major media companies that have introduced similar shopping technology to drive revenue. Disney recently announced its new shoppable ad format, "Gateway Shop," that enables viewers to buy items without interrupting their viewing experience. Peacock's "Must Shop TV" ads identify shoppable products in content and display a QR code on the TV screen for viewers to purchase the items. Quinn claims that Shopsense's AI model is more cost-effective than other tools. "We can do it for a fraction of the cost," he said. Paramount announced it would be teaming up with Shopsense AI at its annual Upfronts presentation in April. The company first showed off the tech at the CMT Music Awards red carpet event. In the coming months, Paramount is implementing the technology in more of its shows. "We're going to roll it out to a number of different pieces of content across the Paramount portfolio, and so everything from live sports to scripted content to daily shows reality shows. We see this as something that can make all Paramount content shoppable," Quinn added. Additionally, the shoppable technology will not only be limited to apparel. "It's not all about the the drip," Glenn Fishback, CEO and co-founder, told us. "It's for travel locations, it's for sporting equipment, it's for hats...the ultimate goal was always to have the ability to curate items in advance that are thematically aligned with the content." Fishback is a veteran in the e-commerce space, having sold his startup Toplooks to Klarna for $133 million in 2021. Regarding its business model, the company earns a portion of the advertising and commerce revenue from the storefront. For example, MTV's online store featured a collection sponsored by Macy's. Quinn explained that "most of the commerce revenue is done on a cost-per-click (CPC) basis," so when a customer clicks to go to a retailer's store, Shopsense AI earns a share of that click. The other revenue model is based on a share of the purchase volume. So if someone buys something for $100, Shopsense AI shares a portion of that revenue with the broadcaster. The company said it previously raised $2.2 million at a $20 post-money valuation cap.

How retailers and media companies are teaming up to bring live shopping to the 2024 VMAs

When viewers tune in to the 2024 MTV VMAs on Wednesday night, they'll be able to shop the outfits and designer looks they're seeing in real time, as legacy media companies look for new ways to monetize content. As part of a new partnership between Paramount Global -- the parent company of cable TV network MTV -- and shoppable advertising company Shopsense AI, viewers will be able to shop the outfits they're seeing on screen using the startup's new AI-powered lens, which will launch at the start of the awards show, Shopsense told CNBC. The software will allow viewers to snap photos of their favorite looks as they come up on screen and then browse similar options suggested by Shopsense's product recognition algorithm, the company said. The partnership and potential future deals could boost both retailers taking a hit as consumers pull back discretionary spending, and legacy media companies that have tried to maintain profits in a challenging landscape. Each time a person buys something through the new feature, or in some cases even when they just click on an item, some revenue will go back to Paramount, according to Shopsense. "Everyone's got their phone or their tablet in their hand while they're watching TV," Bryan Quinn, a former Amazon executive and Shopsense's co-founder and president, told CNBC in an interview. "This allows folks, in a non-disruptive way ... to go through that shopping journey without pausing the content." Paramount's partnership with Shopsense was a key component of its Upfront presentation in May, a time when media companies make their annual pitch to advertisers. The agreement comes as legacy media companies look to generate new revenue streams and find different ways to monetize their content. While media companies have relied on ad revenue for some time, it's become more important as they look to make their streaming businesses profitable. Paramount -- which recently agreed to a merger with Skydance Media -- will air the VMAs on both MTV and its streaming platform, Paramount+.

Shopsense AI Shoppable Lens Debuts at the 2024 MTV Video Music Awards ("VMAs") By Investing.com

Shopsense AI Lens will give fans the ability to snap and shop the looks they love from their favorite artists on music's biggest night REDWOOD CITY, Calif.--(BUSINESS WIRE)--Shopsense AI today announced the debut of the Shopsense AI Lens, an embedded, cutting-edge product recognition technology, during the MTV Video Music Awards (VMAs). The Shopsense AI Lens will revolutionize how VMA audiences and fans across Paramount's global network shop products at the moment of inspiration on streaming and broadcast content. For the first time ever, the entire VMA broadcast will be shoppable, from the red carpet to the stage, at shop.mtvVMAs.com. The Shopsense AI Lens lets viewers shop their favorite TV shows and live events directly from their second screen. It creates seamless shopping experiences curated specifically for individual shows for broadcasters across linear, streaming and their owned and operated content properties. 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. 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. 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." Shopsense Lens' AI model surpasses conventional matching algorithms. Shopsense has thousands of retailers on its platform with access to over 1 billion shoppable SKUs. It revolutionizes the retail landscape with actionable insights based on nuanced consumer behaviors and preferences. Shopsense AI identifies exact product matches or suggestions of similar items featured on the awards show from the 1,000+ retailers on the Shopsense platform. The Lens is integrated directly into the publisher's Shopsense-powered retail storefront, enhancing user engagement and providing a direct link between content and commerce. It allows publishers to retain traffic on their platforms while offering an enriched, multi-screen experience to their audience. 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. 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 marks a significant step in Shopsense's ongoing 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. According to Shopsense research, nearly 90% of Americans use their smartphones and tablets when browsing products they've seen on their TV screens. 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. About Shopsense Shopsense AI unlocks new revenues for media companies like linear and streaming TV platforms by making their original content instantly shoppable within their own e-commerce sites and mobile apps. The patent-pending, enterprise SaaS solution allows consumers to easily find and purchase AI-curated collections of clothing, home goods, sports gear and other products inspired by what they see on their favorite shows, movies, sports events and livestream broadcasts. Offering a low-lift, no-SDK integration, the Shopsense platform allows publishers to quickly activate second-screen shopping experiences that keep their viewers within their own content and commerce ecosystem, driving revenue, engagement and loyalty. Visit Shopsense.ai to learn more. About Paramount Paramount Global (NASDAQ: PARA, PARAA) is a leading global media, streaming and entertainment company that creates premium content and experiences for audiences worldwide. Driven by iconic consumer brands, Paramount's portfolio includes CBS, Paramount Pictures, Nickelodeon, MTV, Comedy Central, BET, Paramount+ and Pluto TV. Paramount holds one of the industry's most extensive libraries of TV and film titles. In addition to offering innovative streaming services and digital video products, the company provides powerful capabilities in production, distribution, and advertising solutions.

How retailers and media companies are teaming up to bring live shopping to the 2024 VMAs

When viewers tune in to the 2024 MTV VMAs on Wednesday night, they'll be able to shop the outfits and designer looks they're seeing in real time, as legacy media companies look for new ways to monetize content. As part of a new partnership between Paramount Global -- the parent company of cable TV network MTV -- and shoppable advertising company Shopsense AI, viewers will be able to shop the outfits they're seeing on screen using the startup's new AI-powered lens, which will launch at the start of the awards show, Shopsense told CNBC. The software will allow viewers to snap photos of their favorite looks as they come up on screen and then browse similar options suggested by Shopsense's product recognition algorithm, the company said. The partnership and potential future deals could boost both retailers taking a hit as consumers pull back discretionary spending, and legacy media companies that have tried to maintain profits in a challenging landscape. Each time a person buys something through the new feature, or in some cases even when they just click on an item, some revenue will go back to Paramount, according to Shopsense. "Everyone's got their phone or their tablet in their hand while they're watching TV," Bryan Quinn, a former Amazon executive and Shopsense's co-founder and president, told CNBC in an interview. "This allows folks, in a non-disruptive way ... to go through that shopping journey without pausing the content." Paramount's partnership with Shopsense was a key component of its Upfront presentation in May, a time when media companies make their annual pitch to advertisers. The agreement comes as legacy media companies look to generate new revenue streams and find different ways to monetize their content. While media companies have relied on ad revenue for some time, it's become more important as they look to make their streaming businesses profitable. Paramount -- which recently agreed to a merger with Skydance Media -- will air the VMAs on both MTV and its streaming platform, Paramount+. Advertisers and media companies have been leaning into generative AI tools, such as shoppable advertising. Disney announced a similar partnership earlier this year with Gateway Shop, and launched a beta program for its first native streaming shoppable ad format. Across the ad industry, the growth of AI is "revolutionizing how brands reach audiences," said Natalie Bastian, global chief marketing officer at Teads. "The integration of AI is driving measurable outcomes, maximizing media effectiveness and improving return on ad spend across the industry," Bastian said. Since most celebrities attending the VMAs on Wednesday will likely be wearing custom, couture items, the Shopsense software will suggest so-called dupes at a range of price points. It can recognize more than 1 billion items that are sold off the rack, according to Shopsense. "For impulse buys, the immediacy of this format is particularly effective, as it capitalizes on the viewer's spontaneous desires, often triggered by limited-time offers or exclusive deals," said Laura Taylor, retail media investment lead at Goodway Group. TV viewership is largely driven by live events, namely sports, news and awards shows such as the VMAs. As it draws the most eyeballs, live content has attracted the most advertising dollars, even as the ad market is in the midst of a rebound from down years. The ad market slumped soon after the onset of the pandemic, as companies often pull back on advertising spending during times of economic uncertainty. However, companies have reported this year that the ad market is on the rebound, especially for streaming and digital players. While advertising revenue for Paramount's traditional TV business dropped during its second quarter, Paramount+ turned its first profit, driven by subscriber growth and higher prices. Though a wave of consumers has shifted from the pay TV bundle toward streaming, the majority of viewership still comes from traditional TV viewing, said John Halley, president of Paramount Advertising. As Paramount gears up for another major live event, Halley called the Shopsense integration "totally game changing" when it comes to how viewers will experience the VMAs. "It's something that provides brands an amazing access point and opportunity to reach consumers ... in an environment that is actionable to purchase their products," said Halley. "Once you get the consumer into the environment, No. 1, they tend to dwell, so they'll go through and look at a bunch of stuff, and No. 2, the revenue per user in those environments is extremely high. The conversion rates are high," he said. "It's really a matter of bringing the consumer into the second screen experience and the tech does the rest of it." Down the line, Shopsense is looking to work with other media companies and their wardrobe teams so viewers can shop the exact products featured on all sorts of television programs, such as the power blazers featured on HBO's "Industry" or the cookware featured on Fox's "MasterChef." "We're turning TV into this retail powerhouse, right?" said Glenn Fishback, Shopsense's CEO and other co-founder. "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." Quinn declined to say what other broadcasters the retailer is in negotiations with, but did say Shopsense is in "active conversations with all the major media companies." Shopsense has teamed up with over 1,000 retailers, including Macy's, Nordstrom, Urban Outfitters and Revolve, to feature their products in the platform. The partnership gives retailers a chance to capture customers at the moment they're inspired by something they're watching on television. It's another example of how they're leveraging artificial intelligence to make online shopping more experiential and engaging -- though it's unclear whether it drive significant sales. In 2022, Walmart teamed up with Roku to create interactive product ads that allowed viewers to use their remote to click on an item and purchase it. However, the consumer was required to pause the content and use their TV screen to check out, which took them away from what they were watching and wasn't exactly a seamless shopping experience. "The biggest difference here is complete lack of friction. You pull a phone out, you point it at the TV, and here comes the gallery," said Paramount's Halley. "What we've learned over and over and over again is it has to be a seamless experience. You can't require a viewer to take a fundamentally different behavior, right? People are typically watching television with their phones and an opportunity to extend the ... experience right there to the second screen is incredibly compelling." Not only will consumers be able to find the looks they're seeing on television, Shopsense will also feature curated collections inspired by the content. For example, as the VMAs kick off on Wednesday night, it'll feature lookalikes from last year's event and a curated "Get ready with me" selection from Macy's that includes red carpet looks, fragrances and accessories, Shopsense said. "We're often times bringing in similar items that are thematically aligned with the content," said Quinn. For example, a curated selection of winter looks in New York could accompany a season of Disney's "Only Murders in the Building" or a range of burnt-orange clothing could be offered with a Texas Longhorns game. Jessica Ramirez, a senior research analyst at Jane Hali & Associates, said marrying television with retail is a great way to help consumers with product research and reel them in when many are cutting back on discretionary purchases. "When you're watching TV, you're looking at something. 'Oh I really like that lipstick, I like that dress, maybe it's something I want to wear for a wedding' and if there's a way for you to easily browse while you're shopping, it's another channel," said Ramirez. "It's a great idea and it makes sense, but with these kinds of things, execution is crucial."