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.
"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.
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. 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.