Google has introduced a shoppable discovery feed for its Doppl app, enabling users to virtually try on clothing through AI-generated content, marking a significant enhancement to the app’s functionality.
The new feed is designed to display personalized recommendations, allowing users to discover and virtually try on new items. Most items featured in the feed are shoppable, providing users with direct links to merchants, thereby streamlining the shopping experience. The discovery feed leverages AI-generated videos of actual products and suggests outfits based on user-defined preferences and interactions within the Doppl app. This approach not only enhances user engagement but also aligns with the evolving e-commerce landscape.
Google’s initiative is a strategic response to the growing popularity of short-form video feeds on platforms like TikTok and Instagram, where users can scroll through visual content and make purchases seamlessly. Unlike TikTok and Instagram, which often feature human influencers, Google’s new feed exclusively utilizes AI-generated content. This strategy is aimed at surfacing products in a familiar format, thereby supporting Google’s e-commerce efforts amid increasing competition from Amazon and social media platforms.
It’s worth noting that AI-generated videos are not a new feature within Doppl. The app already employs this technology to convert static images of virtual outfits into AI-generated videos, providing users with a more realistic preview of products. The new discovery feed is set to launch on both iOS and Android versions of Doppl in the U.S., targeting users aged 18 and older. The concept of feeds composed solely of AI-generated content is gaining traction, as evident from OpenAI’s September launch of Sora and Meta’s “Vibes” short-form video feed within its Meta AI app.
