MTV VMAs Introduces Real-Time Shopping With AI That Lets Users Shop for Outfits on TV in Real-Time

Thanks to a partnership between Paramount Global and Shopsense AI, MTV's 2024 VMAs will feature a new shopping experience. Viewers can use Shopsense’s AI-powered lens to snap photos of outfits on screen and shop similar items in real time. This move aims to boost revenue for retailers and legacy media companies amid shifting consumer habits. The new feature supports Paramount’s strategy to monetize its content across traditional TV and streaming platforms. Shopsense, working with over 1,000 retailers, plans to integrate its tech into more media and retail partnerships.