Shopping for items we see on TV has long been an industry fantasy—a great idea in theory that’s been hard to pull off. Now, two former Google executives believe they’ve solved it. Josh Lanzet, who spent 13 years at Google leading media and entertainment partnerships for streaming, and Jason Fahlstrom, who spent 11 years working on AI strategy at the tech giant, have spent the last two years using the latest AI and computer vision technology to build Silvr. Their startup aims to make shoppable TV a reality through an app launching on February 24. Last month, angel investors from Netflix, Disney, Google, and LinkedIn backed the company in a friends-and-family funding round. The founders are now preparing to raise $3 million in pre-seed investment.
Silvr’s consumer app lets viewers point their phone camera at a TV or laptop screen to instantly identify and shop for the exact item a character is wearing. They’re also building a white-label B2B platform to enable instant shopping for streamers like Netflix and HBO Max, allowing viewers to pause and click on-screen to buy products.
“For the longest time, the ‘where did you get that?’ question has been a visual one answered with text,” says Lanzet. “Now our consumer app matches it with a visual answer. There’s been object recognition, but not fashion recognition—that’s what Silvr brings.”
Fashion brands and streaming platforms are taking notice. Ahead of its launch, Silvr has partnered with over 300 fashion brands, including Alexander McQueen, Isabel Marant, Etro, Alo Yoga, Nike, New Balance, and Ganni. It has also onboarded major retailers like Nordstrom, Macy’s, and Amazon; resale and vintage platforms like The RealReal and 1stDibs; and affiliate networks such as Impact.com, CJ, and Rakuten. Lanzet and Fahlstrom add that they’re in “active discussions” with all major streaming platforms for their B2B product, with one already having signed a letter of intent.
The founders say the launch aligns with recent rapid advances in AI and computer vision, growing consumer interest in shoppable entertainment like live shopping, and the rising use of visual search. AI models have improved significantly over the past two years, enabling better interpretation of visual context. So-called “multimodal” search is now possible through leading AI chat platforms, Google Lens, and Pinterest Lens—meaning viewers can already point their cameras at screens to identify products in films, at least in theory.
Younger generations are especially driving visual search adoption—for example, 10% of Gen Z now start Google searches with a photo. This isn’t the first attempt to crack shoppable TV: Netflix partnered with Google Lens in late 2024 to offer “pause ads” for shopping items from Emily in Paris. Paramount has teamed up with Shopsense AI to let viewers scan QR codes and shop live during events like the VMAs. Amazon began testing shoppable video as early as 2021, while startups like Seek, TheTake, and Beamly have all shut down after trying to enable shoppable TV.
Previous efforts have struggled to gain widespread traction because results aren’t always accurate, and the user experience tends to be clunky, involving multiple steps that deter all but the most determined viewers. But Silvr’s founders say their technology is different.This is the most accurate fashion technology yet. “We stand on the shoulders of many who have tried this before—in fact, founders from two of those companies informally advise us—but I believe we’re benefiting from where consumer behavior and technology are today,” says Lanzet. “TV and movie viewing is now fully centered on streaming apps via phones, laptops, or TVs; platforms like Instagram and TikTok have trained consumers—especially Gen Z—to know how and want to shop from the media they’re watching; and computer vision is better than ever.”
Josh Lanzet, CEO and co-founder of Silvr, adds, “We’re beneficiaries of where consumer behavior and technology are at the moment.”
Lanzet and co-founder Jason Fahlstrom explain that their model is built using the latest computer vision and AI, trained exclusively on fashion and accessories—similar to Daydream’s fashion discovery platform. This allows it to understand garment details, style nuances, and accessory specifics, which are crucial for accurate product identification.
They have also focused on partnering directly with brands and retailers so that full product catalogs are available in the app. Users can see trending products and shows on their homepage, and the more they interact by searching, the more personalized their Silvr feed becomes. When users click on identified products to purchase, they are sent directly to the brand’s site rather than through a Silvr intermediary—a feature the founders say is a major draw for brands. Eventually, Silvr plans to integrate checkout so shoppers won’t need to leave the app.
“If you look at Silvr 10 years from now, our goal is to completely remove friction in the shopping journey,” says Jason Fahlstrom, co-founder and CTO.
Silvr will earn revenue through a B2B licensing fee for its white-label technology, and from affiliate partnerships with brands for both its consumer app and B2B platform. It will also charge streamers and brands for access to aggregated, anonymized data to understand how different consumer groups use the platform. Brands will have the option to pay for priority placement in search results, similar to Google shopping ads.
Currently, the founders are focused on scaling their consumer app to reach the critical mass of photo uploads needed to improve AI recognition and encourage user engagement. Long-term, they hope their B2B technology becomes widespread, eventually serving as the underlying tech that lets people shop anything they see.
“In the future, we’ll likely see fewer people taking pictures specifically of TV and movies in the app, and more focus on social media and real-life fashion,” Fahlstrom says. “Beyond that, our future isn’t just app-based. If you look at Silvr 10 years from now, our goal is to completely remove friction in the shopping journey.”
Fahlstrom envisions a world where consumers can scan anything they see to instantly shop for it. As tech founders develop AI-powered wearables that reduce our reliance on separate devices, this aligns with the broader industry vision for e-commerce that blends seamlessly into the real world.
“The idea is to create action and remove all boundaries for the consumer,” Fahlstrom says. “That’s where AI will be the big service for the future of commerce.”
Frequently Asked Questions
FAQs The New TV Shopping App
Beginner General Questions
1 What exactly is this new TV shopping app
Its a mobile application that syncs with your television When you see a product you like on a TV show commercial or movie you can use the app to instantly identify and purchase it
2 How does it work
You open the app while watching TV It uses your phones microphone or a simple sync feature to listen to or recognize whats on screen It then finds the exact or similar products and provides direct links to buy them
3 Do I need a special TV or smart device
No you dont need a special TV The app works on your smartphone or tablet It interacts with the audio or visual signal from your regular TV streaming device or cable box
4 Is the app free to download and use
Yes the app itself is free to download You only pay for the products you choose to purchase through the links it provides
5 What kind of products can I shop for
You can shop for a wide range clothing and accessories worn by actors furniture and home decor from shows specialty foods electronics and even the makeup or skincare products used
Benefits Features
6 Whats the main benefit of using this app
It eliminates the hassle No more trying to describe what you saw pausing and taking blurry screenshots or spending hours searching online It turns a moment of inspiration into a purchase in seconds
7 Does it work with streaming services like Netflix and Hulu
Yes its designed to work with live TV recorded programs and major streaming platforms The app identifies products based on audiovisual cues not the broadcast source
8 Can I use it for things in movies or older shows
Yes the apps database includes products from a vast library of current and past content However for very old or obscure items it may suggest visually similar modern alternatives
9 Are there exclusive deals or discounts
Often yes Brands and retailers frequently partner with the app to offer special promotions discount codes or bundled deals for users who shop directly through these identified links
Privacy Practical Concerns
10 Is my privacy protected Does the app always listen to me
The app