At the MTV Video Music Awards (VMAs) on Wednesday night, an innovative technology enabled fans to shop for their favorite artists' styles in real-time as they appeared on screen.
While the evening was filled with memorable moments—from Chappell Roan confronting a disrespectful paparazzo to Sabrina Carpenter sharing an onstage kiss with an alien—fans were equally captivated by the extravagant outfits showcased by the industry's most beloved singers.
Thanks to a collaboration between Paramount and Shopsense AI, viewers had the unique opportunity to purchase outfits similar to those worn by the stars. Launched in January, Shopsense AI provides software that allows viewers to capture images of their favorite looks during the live event and explore comparable options suggested by its advanced detection model. This "AI" leverages computer vision technology to match on-screen appearances with an extensive database of clothing from online retailers.
Shopsense currently recognizes over 1 billion items from more than 1,000 retailers, including popular brands like AllSaints, Macy’s, Nordstrom, Urban Outfitters, and Revolve. Viewers can visit shop.mtvvmas.com/vmas to upload a photo of their favorite VMAs outfit or any outfit of their choice using their phone camera. For instance, for Roan’s medieval warrior-inspired look, the software suggests a $500 AllSaints maxi dress or a budget-friendly $56 Boohoo milkmaid dress. Given that Roan’s original outfit hails from the Y/Project Fall 2024 collection, having an affordable alternative is a welcome option.
While the online storefront doesn’t feature built-in checkout, it uses direct links for each product, allowing brands to manage traffic on their respective platforms.
However, Shopsense’s technology does have some room for improvement. During testing, suggestions included black dresses instead of the expected deep merlot tones. Occasionally, mismatches occurred, like a metallic dress that seemed to connect to Roan’s acrylic nails, which resembled metal armor. The company clarifies that some suggested items aim to capture the overall "aesthetic" of the original look.
“We are constantly improving our technology,” said Bryan Quinn, president and co-founder, who has a decade of experience at Amazon. “Factors such as TV frame rates and image clarity play a role. We benchmark ourselves against the best AI models on the market.”
Shopsense AI, which launched earlier this year, is positioning itself to compete with major media companies that have introduced similar shopping technologies to drive revenue. Disney recently unveiled "Gateway Shop," a new shoppable ad format enabling viewers to purchase items without interrupting their viewing experience. Meanwhile, Peacock’s “Must Shop TV” ads identify shoppable products in shows and display QR codes for viewers to seamlessly make purchases.
Quinn asserts that Shopsense’s AI model offers a more cost-effective solution than other tools. “We provide this service at a fraction of the cost,” he noted.
Paramount announced its collaboration with Shopsense AI during its annual Upfronts presentation in April and first showcased the technology at the CMT Music Awards red carpet event. Plans are underway to implement this shopping technology across a wider range of content in Paramount’s portfolio, including live sports, scripted series, daily shows, and reality programming. “Our goal is to make all Paramount content shoppable,” Quinn emphasized.
Notably, this shoppable technology extends beyond fashion. “It’s not just about clothing,” explained Glenn Fishback, CEO and co-founder. “It can also encompass travel locations, sporting equipment, and accessories. The ultimate vision was to curate items in advance that align thematically with the content.” Fishback has significant e-commerce expertise, having sold his startup Toplooks to Klarna for $133 million in 2021.
In terms of its revenue model, Shopsense earns a share of the advertising and commerce income generated from its storefronts. For example, MTV’s online shop features collections sponsored by Macy’s. Quinn elaborated that “most of our revenue comes on a cost-per-click (CPC) basis,” meaning Shopsense AI earns a share whenever customers click through to retailers' stores. The company also benefits from a portion of the purchase volume, so if a customer buys an item for $100, Shopsense AI receives a share of that revenue alongside the broadcaster.
The company recently raised $2.2 million at a $20 million post-money valuation cap.
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