Google introduced a shoppable discovery feed in Doppl, its experimental artificial intelligence (AI) powered try-on application, on Monday.
The new feed gives users merchandise recommendations and allows them to virtually try on clothing items. Most items within the feed are shoppable and include direct links to merchants.
The discovery feed presents AI-generated videos of actual products and suggests outfits based on a user’s personalized style. Google determines user style by analyzing preferences shared within Doppl and interacted items.
The launch comes as short-form video feeds, prevalent on platforms like TikTok and Instagram, have accustomed users to visual scrolling and impulse purchases. However, unlike these platforms where human influencers display products, Google’s new feed exclusively features AI-generated content.
The company likely views this AI-generated format as a method to present products in a familiar user experience. This e-commerce strategy also aligns with Google’s efforts to compete with companies like Amazon and various social media platforms in the retail sector.
AI-generated videos are not a new feature for Doppl. The application generates images of a virtual user wearing different outfits and can convert these static images into AI-generated videos. This functionality aims to provide a more realistic visualization of how an outfit would appear in person.
The new discovery feed is rolling out to Doppl users aged 18 and above on both iOS and Android platforms in the United States.
While an exclusively AI-generated content feed would have seemed unusual previously, the concept has gained momentum. OpenAI, for example, launched Sora in September, a social media platform featuring only AI videos. Meta also includes a short-form video feed of AI-generated videos, named “Vibes,” within its Meta AI application.
