Google is pushing deeper into AI-driven shopping experiences with the launch of a new shoppable discovery feed inside Doppl, its experimental AI try-on app. Announced on Monday, the upgrade is designed to help users browse, discover, and instantly shop clothing items, all through AI-generated visuals.
The new feed showcases recommended fashion pieces tailored to each user’s style. Nearly every item displayed links directly to retailers, allowing shoppers to move seamlessly from inspiration to purchase without leaving the app.
Google says the feed uses AI to generate videos of real products and match them with outfits that align with your personal taste. Doppl determines this style profile through the preferences you submit and the fashion items you interact with while using the app.
AI Replaces Influencers in Google’s New Shopping Experience
This update lands at a time when short-form video platforms like TikTok and Instagram have conditioned users to discover products through rapid visual scrolling. But unlike those platforms, where influencers, creators, and stylists drive trends, Google’s Doppl feed consists entirely of AI-generated content, not human models.
Although some users may hesitate at the lack of real influencers, Google sees an opportunity. AI-generated fashion feeds let the company surface more product options quickly and consistently, without relying on creator partnerships or physical shoots. It also aligns with Google’s broader effort to regain momentum in e-commerce as competition intensifies from Amazon and major social platforms.
AI video content isn’t new for Doppl. The app already allows users to generate a virtual version of themselves wearing outfits. Now, Doppl can turn these still images into AI-powered videos, aiming to give a more realistic sense of how clothing would move or look in real life.
The new discovery feed is launching for users 18 and older on both iOS and Android across the United States. Google has not yet announced when the feature will expand internationally.
In the broader tech landscape, AI-only content feeds are quickly becoming mainstream. OpenAI launched Sora in September, a social platform made entirely of AI-generated videos. Meta followed with Vibes, a short-form AI video feed within the Meta AI app.
What once seemed experimental is becoming a new normal. Google’s Doppl update is just the latest sign that AI is rapidly reshaping how we browse, discover, and shop online.
