Shopsense AI lets music fans buy dupes inspired by red-carpet looks at the VMAs
At the MTV Video Music Awards (VMAs) on Wednesday night, new technology allowed fans to shop their favorite artists' styles as they appeared on the Thanks to a partnership with Shopsense AI and Paramount, viewers watching the VMAs could purchase similar outfits to replicate their favorite artist's style.
At the MTV Video Music Awards (VMAs) on Wednesday night, new technology allowed fans to shop their favorite artists’ styles as they appeared on the screen.
Though the drama from last night’s event focused on Chappell Roan confronting a rude paparazzi and Sabrina Carpenter‘s onstage kiss with an alien, fans were also raving about the extravagant and intricate outfits worn by the industry’s most-loved singers.
Thanks to a partnership between Paramount and technology company Shopsense AI, viewers had the opportunity to purchase similar outfits from the service’s suggestions.
Launched in January, Shopsense AI offers software that allows viewers to capture images of their preferred looks as they appear live on screen and then explore comparable options suggested by Shopsense’s detection model. The “AI” in this case refers to a sort of computer vision technology that matches on-screen looks with a database of clothing from online retailers.
Currently, Shopsense recognizes more than 1 billion items from over 1,000 retailers, including AllSaints, Macy’s, Nordstrom, Urban Outfitters, Revolve, and more.
Viewers can go to shop.mtvvmas.com/vmas and upload a photo of their favorite look from the VMAs or any outfit of their choosing using their phone camera. For Roan’s medieval warrior-inspired outfit, the software recommends a $500 AllSaints maxi dress or the more affordable $56 Boohoo milkmaid dress. It’s worth noting that Roan’s outfit comes from the Y/Project Fall 2024 collection, which is quite expensive, which makes having an affordable alternative a nice option.
The online storefront doesn’t have a built-in checkout feature. Instead, it uses direct links for each product, which allows brands to keep traffic on their respective platforms.
Shopsense’s technology still has some issues to resolve, we found.
During our testing, the suggestions were black dresses instead of the actual deep merlot color. There were also some outliers that didn’t seem to match, such as a metallic dress that Shopsense may have pulled from Roan’s acrylic nails, which resembled metal armor. However, the company points out that some items are meant to only match the “aesthetic” of the initial look.
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