https://techcrunch.com/2024/04/24/diddos-new-funding-will-bring-its-shoppable-tv-api-to-streaming-platforms/

Diddo is an API for streaming services and other platforms to integrate shoppable video, enabling consumers to buy their favorite characters’ clothing and accessories directly on their screens. The company announced Wednesday that it raised $2.8 million in seed funding.

Diddo was founded in late 2022 by Rishi Nair, Ryan Sullivan, and Pamela Chen. Funnily enough, it started as a Google Chrome extension built for Nair’s and Sullivan’s mothers, “Selling Sunset” fans who wanted to dress like their favorite reality TV stars. Now, the company has developed an API that uses proprietary computer vision AI technology to identify products in TV shows and movies. The AI also pulls comparable products so shoppers can buy lower-priced dupes if, for instance, Kim Kardashian’s $700 Balenciaga t-shirt is outside of their price range.