Warner Bros. Discovery is putting artificial intelligence to work creating ads that showcase products people see on their favorite TV shows. One of two new ad-based services, Shop with Max, uses machine learning to fuel shoppable content, identifying items within films and TV shows and pairing them with advertiser catalogs. A QR code takes viewers to a second screen where they can learn more about products and even purchase them. Another solution, called Moments, aligns brands with thematic content in 40 identified areas, including cooking, real estate, gaming and science.

Using audio and visual cues to identify contextually relevant material, Moments let advertisers “reach audiences engaged with specific topics that align tonally with their messaging across the entire Max portfolio,” WBD explains in a news post.

WBD’s partner in the new ad experiences is KERV, a “digital transformation” company specializing in interactive advertising that lists Nike, NBCUniversal and The Walt Disney Company among its clients.

Online retailer Wayfair is the first company to take advantage of both new ad units. The e-retailer’s head of brand marketing, Kara O’Brien, shares via the Max announcement that such in-stream pitches “make it easy for viewers to discover and purchase items for their homes inspired by the content they’re viewing and enjoying.”

“We see an opportunity to broaden how we make ads more relevant to our consumer, especially in streaming,” WBD Head of Digital Ad Sales Ryan Gould told Variety.

TV Technology calls Shop with Max “a suite of state-of-the-art ad formats designed to accelerate the path from viewing to purchasing,” explaining that it “features two new ad innovations. The first is Product Showcase, a first-of-its-kind dynamic mid-roll ad format that presents relevant catalog items inspired by on-screen content,” that via the QR code lets viewers explore items on their mobile devices.

The second is Mobile Shop, “a curated second-screen experience offering a selection of 12-20 products inspired by the content being watched and connected to the trusted point of purchase on the advertiser’s website,” TV Tech reports.

Media Play News points out that the Max ad initiative lets Max streamers “purchase, in real-time, select products marketed on select programming heading into the Black Friday (November 29) retail weekend.”

In other Max news, Warner Bros. Discovery has partnered with Google for Max captions generated by Google’s Vertex AI platform, CNBC reports.