The service will be inaugurated during Love Island on ITV2, with Boots UK being the first confirmed partner.

Viewers can activate the service at any time by using their LG remote control.

Contextual product discovery company, The Take, developed the AI technology for the system that is built directly into LG TV sets in the UK. It is being used for the first time in this country by ITV.

The interface finds and tags the products that appear during programmes for viewers and informs them of their availability. If interested, they can then choose to view more information and purchase via the vendor’s website or through a link sent to their mobile phone.

The list of products will refresh in realtime as the programme cuts between the different characters and products. A list of all the products seen in the episode will also be available for viewing.

Paul Ridsdale, ITV, Acting Chief Marketing Officer, said: “Shoppable TV is a wonderful innovation to allow ITV viewers to be able to shop directly from their TVs, filling a real gap currently in the market.

“We know ITV viewers enjoy being able to purchase items featured in our programmes and this makes doing that smoother and easier than ever before.”

ITV will continue to roll-out the service across programmes of various genres throughout 2021.