The Take

ITV to launch shoppable TV during Love Island

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.