September 11, 2024

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

Paramount Global has partnered with shoppable advertising company Shopsense AI for the 2024 MTV VMAs so viewers can shop the red carpet looks they’re seeing in real time. Shopsense is debuting its new “Lens” at the start of the awards show, which will allow viewers to snap photos of outfits on screens and get product recommendations. The company said it is in discussions with other major media companies and aims to bring the tech to a range of programming, including scripted television and sporting events.