At the recently concluded MTV Video Music Awards (VMAs), audiences were not only captivated by the stellar performances of celebrities but also marveled at their extravagant outfits. To enable fans to replicate these glamorous red carpet looks, Paramount has partnered with tech company Shopsense AI to introduce a new technology.
This technology allows viewers to capture their favorite looks during the live broadcast and find similar garments through Shopsense's system.
Shopsense AI was launched in January, offering software that enables viewers to capture images of their preferred styles as they appear on screen in real time, and then explore similar options suggested by Shopsense's detection model. In this context, "AI" refers to a computer vision technology that matches the appearance on screen with a database of clothing from online retailers.
Shopsense can already identify over 1 billion items from more than 1,000 retailers, including AllSaints, Macy's, Nordstrom, Urban Outfitters, Revolve, and more.
Viewers can simply visit shop.mtvvmas.com/vmas, upload their favorite red carpet look photos using their mobile camera, and receive a series of recommendations.
For instance, for Chappell Roan's medieval warrior-inspired gown, the system recommended an AllSaints gown priced at $500 and a more affordable Boohoo mini dress at $56. Considering Roan's outfit was from Y/Project's 2024秋冬系列, these alternatives are particularly considerate.
However, Shopsense's technology still needs to improve in accuracy. Tests found that sometimes the system would recommend a black dress instead of the actual deep burgundy, and some items did not quite match the original look, such as a metallic dress, possibly due to a misjudgment from Roan's nail color. Nevertheless, Shopsense states that some recommendations simply match the "aesthetic" of the original look.
Bryan Quinn, co-founder of Shopsense, said they are continuously improving the technology to enhance matching accuracy. Their goal is to compete with other media companies that are also launching similar shopping technologies. For example, Disney has just announced a new shoppable ad format where viewers can purchase products directly while watching.
Moreover, Shopsense AI's technology is not limited to clothing; its applications will extend to travel destinations, sports equipment, and other fields. CEO Glenn Fishback mentioned that their goal is to seamlessly connect various content with shopping.
Regarding the business model, Shopsense AI earns revenue through cost-per-click (CPC) and sales commissions. They previously raised $2.2 million with a valuation of $20 million, showing promising market potential.
Key Points:
🌟 Shopsense AI partners with Paramount, allowing viewers to instantly purchase clothing similar to celebrity looks during the VMAs.
🛍️ Viewers can upload photos to receive recommendations for similar items to celebrity looks, including both high-end and affordable options.
📈 Shopsense AI plans to expand beyond clothing to other areas such as travel and sports for product recommendations.