Google has announced a new shoppable discovery feed within Doppl, its experimental AI-powered fashion app designed to help users visualise how clothing might look on them. The update brings an AI-generated short-video experience that displays outfit recommendations and direct shopping links, mirroring the scrollable formats popularised by TikTok and Instagram.
AI-generated outfits now offered as shoppable video clips
The new discovery feed presents AI-created videos of real apparel products, offering users the ability to browse, discover, and virtually try on items in a format optimised for quick visual decision-making. Almost every entry in the feed is shoppable, with direct links guiding users to external retailers.
Google determines each user’s style profile through the preferences shared during onboarding and the items they interact with in the app. These factors inform the personalised outfits suggested in the feed, which is aimed at helping users explore new looks with minimal effort.
Following social media trends, but with AI as the influencer
Short-form videos have become the dominant force in digital commerce, with platforms like TikTok and Instagram driving impulse purchases through creator-led content. Google’s approach differs in one major way: the entire feed comprises AI-generated videos rather than influencer-driven product showcases.
Although some users may be hesitant about AI-only content, Google views it as a natural extension of existing shopping behaviour, providing a familiar browsing format without relying on human creators. The move also comes as the company seeks fresh strategies in the e-commerce space, where it faces strong competition from Amazon and social platforms with built-in buying tools.
Virtual try-on now moves from images to dynamic videos
AI-generated visuals are not new to Doppl. The app already produces realistic images of a virtual version of the user wearing selected outfits. With the new update, these static images can now be transformed into videos that more accurately represent how clothing might move on the body, offering a deeper sense of fit and drape.
This feature builds on Doppl’s core aim: using generative AI to help users preview outfits on a lifelike avatar, reducing uncertainty when shopping online.
Rollout begins for iOS and Android users in the U.S.
The shoppable video feed is now rolling out to Doppl users in the United States who are aged 18 and above. Google says it will continue refining the experience as early adopters test the feature.
The launch reflects a broader industry trend toward AI-generated content feeds. OpenAI’s Sora platform, introduced in September, consists entirely of AI-created videos, while Meta has debuted a similar feed called Vibes within its Meta AI app. Together, these developments point to a shift in how people may discover products, entertainment, and information in the future—led not by human creators but by generative models.