Music fans watching the VMAs can now instantly shop for affordable alternatives inspired by red-carpet fashion, thanks to a new partnership between Paramount and the retail-tech startup Shopsense AI.
Expanding the Shoppable Entertainment Frontier
Paramount intends to scale this technology across its entire content portfolio, moving well beyond music awards shows. The strategy aims to transform live sports, scripted series, daily talk shows, and reality programming into interactive, shoppable experiences for viewers.
The technology is designed to be versatile, moving beyond just clothing and apparel.
More Than Just Fashion: A Broad E-commerce Vision
“It’s not all about the drip,” Glenn Fishback, CEO and co-founder of Shopsense AI, explained. The company is actively integrating the platform for travel destinations, sporting equipment, and accessories. The core objective is to curate items that are thematically aligned with the content on screen in advance.
Fishback brings significant experience to the venture, having previously sold his startup, Toplooks, to Klarna for $133 million in 2021.
How the Business Model Works
Shopsense AI generates revenue by securing a portion of advertising and commerce proceeds from the integrated storefronts. A prime example includes MTV’s online store, which recently showcased a collection sponsored by Macy’s.
According to the company, the majority of commerce revenue operates on a cost-per-click (CPC) basis. When a viewer clicks a product link to visit a retailer’s website, Shopsense AI collects a share of that click. Additionally, the platform utilizes a commission model based on purchase volume; if a user makes a purchase, Shopsense AI splits a percentage of that transaction revenue with the broadcaster.
To date, the startup has secured $2.2 million in funding, reaching a $20 million post-money valuation cap.
