Celebrities looked stunning on the red carpet at the MTV Video Music Awards (VMAs). To make it easy for viewers to copy these fashionable looks, Paramount and technology company Shopsense AI have teamed up to launch an innovative technology. This technology allows viewers to quickly find similar clothing by taking photos of their favorite looks and using the Shopsense AI system, bridging the virtual world and real-life shopping experiences, providing a new way of interaction for fashion enthusiasts. This technology is not only convenient and fast, but also reflects the perfect integration of technology and fashion, bringing new possibilities to the future fashion consumption model.
At the just-concluded MTV Video Music Awards (VMAs), the audience was not only attracted by the stars' wonderful performances, but also praised their gorgeous costumes. To allow fans to replicate these red carpet looks, Paramount has partnered with technology company Shopsense AI to launch a new technology.
The launch of this technology gives viewers the opportunity to take photos of their favorite looks at any time while watching the live broadcast and find similar clothing through Shopsense's system.
Launched in January, Shopsense AI offers software that allows viewers to capture an image of a look they like as it appears on screen in real time, and then explore similar options suggested by Shopsense’s detection model. In this case, "AI" refers to a computer vision technology that matches on-screen looks to the online retailer's clothing database.
Shopsense can already identify more than 1 billion items from more than 1,000 retailers, including AllSaints, Macy's, Nordstrom, Urban Outfitters, Revolve and more.
Viewers only need to visit shop.mtvvmas.com/vmas, use their mobile phone camera to upload photos of their favorite red carpet looks, and get a series of recommendations.
For example, for Chappell Roan's long dress inspired by medieval warriors, the system recommends an AllSaints maxi dress priced at $500 and a more affordable Boohoo miniskirt priced at $56. Considering that Roan’s clothes are from Y/Project’s 2024 autumn and winter series, this alternative is particularly thoughtful.
However, Shopsense’s technology leaves much to be desired in terms of accuracy. During testing, we found that sometimes the system would recommend a black dress instead of the actual deep burgundy color, and some products did not quite match the original look, such as a metallic skirt. This may be a misjudgment caused by Roan's nail color. Still, Shopsense says some recommendations simply match the "aesthetics" of the original look.
Bryan Quinn, co-founder of Shopsense, said they are constantly improving their technology and trying to improve the accuracy of matching. They aim to compete with other media companies that are also launching similar shopping technology. For example, Disney just announced a new shoppable ad format that allows viewers to purchase items directly while watching.
In addition, Shopsense AI’s technology is not limited to clothing, its applications will also be extended to travel locations, sports equipment and other fields. CEO Glenn Fishback mentioned that their goal is to make all kinds of content seamlessly connected to shopping.
Regarding the business model, Shopsense AI generates revenue through two methods: pay-per-click (CPC) and sales sharing. They had previously raised US$2.2 million, with a valuation of US$20 million, showing good market potential.
Highlight:
Shopsense AI has partnered with Paramount to allow viewers to instantly purchase celebrity lookalikes while watching the VMAs.
?️ Viewers can upload photos to get product recommendations similar to celebrities’ looks, including high-end and affordable options.
Shopsense AI is not limited to clothing, but also plans to expand to product recommendations in other fields such as travel and sports.
This technology from Shopsense AI provides viewers with an unprecedented shopping experience that perfectly blends fashion and technology. Although the technology still needs to be perfected, its innovation and market potential cannot be ignored, and future development is worth looking forward to. This indicates that the integration of media content and e-commerce will be closer in the future, bringing consumers a more convenient and personalized shopping experience.