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Elon Musk has decided to collaborate with American socialite Paris Hilton, heiress of Hilton Hotels. With Hilton, who has more than 16 million followers, users will be able to test live shopping on the social media platform. The new feature will allow Twitter users to watch a live video, chat with others and shop at the same time.

Twitter's technology infrastructure for live shopping was built in the pre-Musk era. Twitter/X CEO Linda Yaccarino announced the partnership with Hilton's media company 11:11. News of the Hilton deal follows Musk's announcement that Twitter plans to innovate beyond being just a microblogging site to becoming a place that caters to creators and allows them to monetize their fan bases.