Google announced the launch of the "Shoppable Discovery Feed" within its AI try-on experimental app Doppl, initially rolling out to iOS and Android versions for users aged 18+ in the United States. The new feed consists entirely of AI-generated videos, allowing one-click navigation to brand websites for checkout, marking Google's first attempt to integrate the entire loop of "short videos + AI-generated content + instant purchase" into its own e-commerce experiment.
Swipe and Shop: 15-Second AI Video → Direct Checkout
Mechanism: AI reads users' style preferences and historical clicks within Doppl, generating 15-second fashion videos automatically. Clicking on the card will redirect to the merchant landing page.
No real people, no influencers: Unlike TikTok or Instagram, all content is created by Doppl's generative AI — from the model's appearance and body type to the scene lighting, everything is algorithmically synthesized.
Inventory: Almost 100% of products are available for immediate purchase. Google has integrated real-time inventory APIs with retailers, avoiding the situation where "you can see it but not buy it."
Technical Foundation: Static Try-On → Dynamic Video
Doppl first generates a 3D virtual model from the user's avatar, then overlays 2D clothing slices, and finally uses a diffusion model to convert the "static image" into a 15-second 60fps video, with frame consistency over 92% and rendering time under 3 seconds.
Business Motivation: Regain Search Shopping Lost to TikTok
Google's U.S. search ad revenue growth has declined for five consecutive quarters; TikTok's social shopping GMV is expected to exceed $30 billion in 2025.
The new feed allows Google to mass-produce short video SKUs without signing influencers, reducing content costs by more than 70%.
Retailer side: Charged by "click-through" CPC, same backend as Shopping Ads, no additional materials required.
Potential Controversy: Full AI Stream = Information Cocoon?
Transparency: Each video is labeled "AI-generated" below, but there is currently no option to switch to a "real person mode."
Diversity: The algorithm generates content based on personal preferences, which may lead to style cocoons; Google says it will add a "discovery slider" to adjust novelty later.
Regulation: FTC has started an opinion gathering on "AI-generated ads," requiring platforms to clearly label them and prohibit misleading demonstrations.
Next Steps
Google revealed that in Q1 2025, it will expand testing to the UK and Canada, and introduce "brand-custom templates," allowing merchants to upload their own color schemes and logos to mass-produce AI videos with brand visuals. AIbase will continue to monitor its CPC pricing, conversion rate data, and regulatory developments.
