CMT Music Awards Introduces Shoppable TV Experience

The recent CMT Music Awards, a favorite among country music fans and newcomers alike, introduced a new interactive feature for viewers. In partnership with retail media company Shopsense AI, Paramount integrated QR codes into the award show’s red carpet pre-show, allowing viewers to shop for outfits and products similar to those featured on screen.

How Shoppable TV Works

When viewers scan the QR codes displayed during the program, they are directed to an online store populated with items curated by Shopsense’s AI technology. The AI-powered platform analyzes the clothing and products featured in the show and presents viewers with similar options at various price points.

Expanding Shoppable TV to Other Paramount Properties

Paramount plans to extend this shoppable TV experience to other properties in the future. The daytime talk show “The Talk” has already begun leveraging Shopsense’s technology, with more programs expected to follow suit.

The Paramount-Shopsense AI Partnership

The collaboration between Paramount and Shopsense AI originated from discussions at CES, the annual Consumer Electronics Show. The decision to launch the partnership during the CMT Music Awards was a strategic move to showcase the technology during a high-profile event, just in time for the upfronts.

Tailoring the Shopping Experience

To ensure a seamless and relevant shopping experience for CMT Music Awards viewers, Shopsense executives worked closely with Paramount to understand the fashion trends from the previous year’s event and anticipate what might be popular this year. This information was then fed into Shopsense’s AI platform, which generated a variety of looks at different price points for the custom CMT online store.

The Future of Shoppable TV

As the entertainment industry continues to evolve, shoppable TV experiences like the one introduced at the CMT Music Awards are expected to become more common. This innovative approach to viewer engagement allows fans to directly interact with and purchase products related to their favorite shows, creating a more immersive and personalized viewing experience.

Benefits for Advertisers and Retailers

Shoppable TV presents new opportunities for advertisers and retailers to reach consumers in a targeted and engaging manner. By aligning products with popular television programs and celebrities, brands can effectively showcase their offerings to a highly interested and receptive audience.

The introduction of shoppable TV at the CMT Music Awards marks a significant step forward in the convergence of entertainment and e-commerce. As Paramount continues to expand this technology across its properties, viewers can expect more interactive and personalized experiences that bridge the gap between watching and shopping. The partnership between Paramount and Shopsense AI demonstrates the growing potential for AI-driven retail solutions in the television industry.