MTV VMA viewers could digitally shop apparel items.

MTV Video Music Awards viewers were able to shop for items featured during the broadcast using digital photos.

Media and streaming company Paramount enabled viewers of the MTV Video Music Awards (VMAs) to snap photos of items performers were wearing on their “first screen” (such as a TV or laptop) with their “second screen” (such as a tablet or smartphone), leveraging the new Shopsense AI Lens solution.

Shopsense AI Lens is designed to create seamless shopping experiences curated specifically for individual shows for broadcasters across linear, streaming and their owned and operated content properties. With a digital photo, Lens instantly identifies exact product matches or suggests similar items from the thousands of retailers on the Shopsense AI platform, which users can then shop in an AI-curated digital store.

The Lens-enabled shopping experience for the VMAs took place within an MTV digital storefront without interrupting viewing of the broadcast. 

“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 look forward to extending the Shopsense AI Lens to additional Paramount content in the coming weeks and months.”