New App Aims to Create 'Shoppable TV'
A new application developed by former Google executives aims to merge editorial content with e-commerce through shoppable television. The technology allows brands to make campaign films, runway shows, and other video content interactive and directly purchasable. This development signals a further convergence of entertainment and retail, requiring campaign strategies that integrate commercial immediacy from conception.
- The app, named TheTake.ai, was founded in 2013 by Tyler Cooper, formerly of MGM Studios, alongside Vincent Crossley and Jared Browarnik. The company's technology uses AI to analyze video content and tag products, which viewers can then click to purchase. - In early 2020, TheTake.ai announced a partnership with LG to embed its shoppable technology directly into LG's new webOS Smart TVs, alongside content partnerships with media companies like WarnerMedia, A+E Networks, and NBC Universal. More recently, at CES 2025, the company announced expanded partnerships with both LG and Samsung to create more integrated shoppable experiences. - TheTake.ai's AI-driven platform is designed to identify and tag hundreds of products within a single episode of television or thousands in a movie. The technology can be integrated into streaming services and connected TV apps through a software development kit (SDK). - While the concept of shoppable video has been around for several years, with brands like Ted Baker and Burberry experimenting with it as early as 2016, the technology is gaining new traction. Luxury brands, initially hesitant to embrace e-commerce, are now turning to shoppable video to replicate the high-touch, personalized experience of in-store shopping online. - The broader "social commerce" market, which encompasses shoppable media, is projected to grow significantly. Some market analyses estimate the global social commerce market could reach over $26 trillion by 2034, indicating a major shift in how consumers make purchases directly through content. - The rise of AI in fashion marketing extends beyond shoppable video, with brands using it for hyper-realistic campaign visuals, predicting trends, and personalizing customer outreach. McKinsey estimates that generative AI could add up to $275 billion to the fashion and luxury sectors' profits within the next few years. - Competitors in the shoppable video and AI-driven e-commerce space include companies like Firework, which works with brands to create shoppable video and livestreaming solutions on their own websites, and various platforms that enable live shopping events. - The technology allows for a direct-to-consumer model within video content, moving beyond traditional ad formats. For brands, this offers detailed conversion metrics and a new revenue stream, while for media companies and TV manufacturers, it provides a way to increase viewer engagement and open up new advertising opportunities.
