Google on Monday announced the introduction of a shoppable discovery feed in Doppl, its experimental app that uses AI to visualize how different outfits might look on you.
The tech giant says the idea behind the new feed is to display recommendations so users can discover and try new items virtually. Almost everything in the feed can be purchased, with direct links to merchants.
The discovery feed features AI-generated videos of real products and suggests outfits based on your personalized style. Google determines your style by analyzing the preferences you share with Doppl and the elements you interact with.
The move comes as short-form video streams, particularly on TikTok and Instagram, have conditioned users to scroll through visual feeds and buy what they see. However, unlike TikTok and Instagram, where real influencers showcase products, Google’s new feed consists solely of AI-generated content.
Even if some don’t like AI-generated feeds, Google probably sees it as a way to present products in a format that people are already accustomed to. Plus, it makes sense for the company to try a new e-commerce strategy, especially as it continues to lose ground to companies like Amazon and social media platforms.
It should be noted that AI-generated videos are not new to Doppl. While the app creates images of a virtual version of yourself wearing different outfits, it can transform these static images and convert them into AI-generated videos. The goal is to give you a better idea of how the outfit will look in real life.
The new discovery feed is rolling out to Doppl on iOS and Android in the US for users 18 and older.
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Although a feed consisting solely of AI-generated content would have seemed strange a year ago, the idea is now catching on. For example, OpenAI in September launched Sora, a social media platform consisting solely of AI videos. Meta also offers a short-form video stream of AI-generated videos called “Vibes” in the Meta AI app.
