The big screen is coming to your closet

Thanks to a newly launched AI media platform, Chappell Roan’s medieval VMA getup and Taylor Swift’s punk aesthetic are now only a click away.

Introducing: Shopsense, a US company that allows viewers to shop their favorite celebrities’ looks in real time using AI – without even having to pause the TV.

How it works: With a phone, users snap a picture of an outfit they like. From there, Shopsense’s AI technology sorts through billions of products to surface similar items – but at actually affordable, normal-people pricepoints.

The company partnered with Paramount Global to introduce the technology at last month’s VMAs, but hopes to eventually expand to scripted TV.

• “Look at an old sitcom like Friends,” CEO and co-founder Glenn Fishback told VideoWeek. “Imagine this shoppable capability back then! Everyone wants to have that haircut or the sweaters and the looks. We’re putting a modern twist on that.”

👀 Zoom out: As video and commerce continue to converge, Paramount isn’t the only studio leaning into in-program shopping. Disney and Peacock also recently announced new shoppable ad formats.