The entertainment provider recently partnered with Shopsense AI to integrate mobile shopping opportunities into its content

With social apps leading the charge in shoppable content, more traditional entertainment firms like Paramount are seeking new solutions to hold their own amid the rise of commerce-integrated media.

The entertainment provider recently partnered with Shopsense AI, an artificial intelligence-powered retail media platform to integrate mobile shopping opportunities into its content, both televised and streamed. In an interview with PYMNTS, Bryan Quinn, president and co-founder at Shopsense AI, spoke about the opportunity this presents for traditional media giants.

There is this fight going on in the living room for that consumer’s attention where they have the big screen on, but they also have their second screen device on, Quinn said. As we talk to broadcasters there is a real desire to win back that attention of the living room and get back to where they are not competing with TikTok and with Google and with Amazon for the attention of that user.

Moreover, Glenn Fishback, the firm’s CEO and co-founder, noted that integrating retail opportunities into a given platform helps it get closer to being a super app — a single, unified platform for a broader range of consumers’ day-to-day digital needs. He cited his experience as global head of commercial for Klarna Media, launching the financial services firm’s retail media arm.

Shopping was a great way to allow them to build a super app kind of mindset, Fishback added. Tiktok’s doing it today. They have been showing that shoppable videos are big. They are building a huge business off of that. Why can’t the streamers do the same thing?

Quinn argued that movies and series are already playing a large role in influencing consumers’ purchasing, for example crediting Yellowstone with the growing popularity of Carhartt.  As such, Fishback added, the media firms behind this increased demand, having invested in creating the content, should “have the first bite of the apple” when it comes to the retail sales it generates.