Google Launches AI-Powered Shopping Feed in Doppl App

Google announced on Monday the launch of a shoppable discovery feed within its experimental app, Doppl, which uses artificial intelligence to visualize how clothing items would look when worn.

According to the company, the purpose of the new feed is to display personalized recommendations, allowing users to discover products and try them on virtually. Nearly every item in the feed is shoppable, with direct links to retailer websites.

The feed features AI-generated videos based on real products and suggests outfits aligned with each user’s personal style. This style profile is determined by analyzing preferences shared within Doppl and the items users interact with.

This move by Google responds to the popularity of short-form video feeds, particularly on TikTok and Instagram, where users have grown accustomed to scrolling through visual content and making impulse purchases. However, unlike those platforms where real influencers showcase products, Google’s new feed is composed entirely of AI-generated content.

While some may be wary of a fully automated feed, Google likely sees it as an opportunity to present products in a format that audiences already find familiar. Furthermore, it makes strategic sense for the company to experiment with new e-commerce approaches, especially as it faces increasing competition from giants like Amazon and social media platforms.

It’s worth noting that Doppl already utilizes AI for video generation. Beyond creating static images for virtual try-ons, the app can convert these images into short videos, giving users a better sense of how garments look in motion.

The new shopping feed is rolling out to Doppl on iOS and Android for users aged 18 and above in the United States.