ITV has partnered with Boots to launch its first foray into shoppable television, starting with reality show Love Island.
The first-of-its-kind service will allow viewers to buy products directly from the television screen.
It uses AI technology built into LG TV sets that identifies and tags products during programmes and notifies shoppers about what is available.
If a viewer is interested or wishes to buy, they can then select the product to view more information and purchase the item via Boots’ website or a link sent to their phone.
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