https://variety.com/2024/tv/news/warner-bros-discovery-max-shoppable-ads-consumer-moments-1236216363/

"Using artificial intelligence, the company can create an advertising unit that identifies items within television shows and films and pairs them with related products from an advertiser and then sets up a QR code that can help a consumer go to a specific second screen where they can learn more and make a purchase," explains Variety's Brian Steinberg. "Another format now available identifies specific moments in Max content that are tied to particular consumer interests, such as cooking, real estate, gaming or science."