Google announced on Monday that its experimental app Doppl has officially introduced a new "shoppable discovery feed," allowing users to purchase corresponding products directly while browsing AI-generated outfit videos, further integrating virtual try-on with e-commerce.
Doppl focuses on AI-powered outfit visualization, generating photos of users wearing different clothing and automatically converting them into dynamic videos to help users better understand the real-life appearance. The newly added feed extends this experience into a complete shopping scenario:
Most products in the feed can be purchased directly;
Each product comes with a merchant's redirect link;
All content consists of AI-generated videos, not real models or influencers;
The system provides personalized outfit recommendations based on users' preferences and interaction records within Doppl.
Google stated that this feature draws inspiration from the shopping path seen on platforms like TikTok and Instagram—“watch short videos → view outfits → purchase directly”—but the key difference is that Google's content is entirely AI-generated. Although the all-AI feed may still feel unfamiliar to some users, Google believes it is a new display method that aligns with current consumer habits, as well as a necessary attempt to explore e-commerce growth amid competition from Amazon and social media platforms.
Notably, AI-generated content feeds are becoming increasingly common. OpenAI launched an AI video platform called Sora in September, and Meta also introduced a dedicated "Vibes" feed for AI videos within its Meta AI. The industry trend is becoming clearer: AI is gradually becoming the star of content presentation and consumption.
Currently, Doppl's shoppable feed is available in the U.S. for iOS and Android users, and users must be at least 18 years old.
