ITV has announced that it will launch shoppable TV, allowing viewers to discover and shop items from its programmes directly on the screen. The service launches during Love Island on ITV2 with Boots UK as the first confirmed launch partner. Using the on-screen shopping interface, viewers can scroll through products, which will refresh when different products and characters are shown during a programme

The interactive system uses AI technology from The Take, a contextual product discovery company. The Take’s technology is built directly into LG TV sets in the UK. Viewers can initiate the shopping interface at any time by using their LG remote but must actively opt-in to receive the notifications and use the service.

Bhavit Chandrani, ITV, Director Digital and Creative Partnerships, said: “This is a unique commercial opportunity and the next natural step in what we can offer to brands. Love Island has been a fantastic platform for innovation in how we work with commercial partners over the past few years and is the perfect show to introduce shoppable TV before we roll it out across other programmes.”