Paramount integrated Shopsense AI's retail media platform into its broadcasts and streaming content, allowing viewers to use a second-screen device — such as a smartphone — to shop for products inspired by what they see on screen. The partnership launched in April 2024 with the CMT Music Awards as the first event.

Shopsense AI announced Paramount Global as its inaugural launch partner in April 2024. The platform uses AI to curate product collections inspired by specific shows, movies, and live events, letting viewers browse and purchase items via a mobile storefront without interrupting the viewing experience. The Shopsense AI Lens, debuted at the 2024 MTV VMAs, uses image recognition to let viewers photograph on-screen fashion and be matched to shoppable products. Paramount's SVP of Advertising Leo O'Connor confirmed the partnership in a press release. Walmart was the first retail partner in the pilot program.