Google’s AI try-on app Doppl adds a shoppable discovery feed

Googling announced Monday that it’s introducing a shoppable discovery feed to Doppl, the experimental app that uses AI to visualize how different outfits might look on you.

The tech giant says the idea behind the new feed is to display recommendations so users can discover new items and try them out virtually. Almost everything in the feed is available for purchase, with direct links to sellers.

The discovery feed contains AI-generated videos of real products and suggests outfits based on your personal style. Google determines your style by analyzing the preferences you share with Doppl and the items you interact with.

The move comes as short video feeds, especially on TikTok and Instagram, have conditioned users to scroll through visual feeds and buy what they see. However, unlike TikTok and Instagram, where real influencers showcase products, Google’s new feed consists only of AI-generated content.

While some may not be crazy about an AI-generated feed, Google likely sees it as a way to highlight products in a format that people are already used to. Furthermore, it makes sense for the company to try a new e-commerce strategy, especially as it continues to lose ground to the likes of Amazon and social media platforms.

It’s worth noting that AI-generated videos are not new to Doppl. While the app takes images of a virtual version of yourself wearing different outfits, it can convert these static images into AI-generated videos. The purpose of this is to give you a better idea of ​​what the outfit would look like in real life.

The new discovery feed is rolling out in the US to Doppl on iOS and Android for users 18 and older.

While a feed consisting solely of AI-generated content would have seemed strange a year ago, the idea is now gaining traction. For example, OpenAI launched Sora, an AI-only social media platform, in September. Meta also has a short video feed of AI-generated videos called “Vibes” in the Meta AI app.