Max Launches AI-Powered Shoppable Ads Ahead of Black Friday

Moments can go hand-in-hand with Shop with Max, which utilizes AI to identify items within television shows and films and pair them with related items in an advertiser’s catalog via a QR code, taking consumers to a second screen and allowing them to purchase without interrupting the viewing experience. Additionally, a mobile shop offers a selection of products inspired by the content being watched and connected to the advertiser’s website. 

Explaining how the offerings will appear to viewers, Gould noted that Wayfair is already utilizing the formats as a presenting sponsor for Food Network’s Holiday Baking Championship.

In addition to upfront messaging noting that Wayfair is provided a limited advertising shopping experience in the show, Gould said viewers can “essentially shop the show.” Pausing the show can bring up a catalog of Wayfair products, which are contextually relevant and identified by the metadata from objects in the show. Meanwhile, a midroll ad will highlight products and offer a QR code for a second-screen experience.

Gould noted brand safety was built into the ad experience. For instance, travel advertisers won’t have to worry about showing up in shows or movies that depict travel disasters, and car dealers won’t be showcasing their wares around Max’s The Penguin after someone gets stuffed in a trunk.

“We definitely have the ability to only target into brand-suitable moments,” Gould said.

Max isn’t the first streamer rolling out contextually-based shoppable advertising. For instance, Peacock announced it was using KERV’s tech for its Must ShopTV offering in 2023. However, Gould noted that the breadth, depth, and scale of Max’s offering sets it apart.

According to Gould, the company not only utilizes KERV’s tech but has built proprietary ad products on top of it, all the while leveraging its content library for precise targeting.

“What sets us apart is the scalability of it, matched with the premium nature of our content environment,” Gould said. “What we hammer home is a seamless ad experience that doesn’t detract from the viewing experience.”