Google is turning its experimental AI try-on app Doppl into a shoppable discovery platform, introducing a feed of AI-generated videos that lets users virtually try on outfits and purchase them directly from merchants. The move signals a new approach to e-commerce where AI-generated content replaces human influencers as the discovery layer for products.
What is Google Doppl and how does the new feed work
Google launched Doppl in June 2025 as an experimental app that uses AI to visualize how different outfits might look on you. The app creates a virtual version of yourself and generates images of you wearing various clothing items. It can also convert these static images into AI-generated videos to give users a better sense of how outfits would look in motion.
The new discovery feed builds on this foundation. It displays AI-generated videos of real products, suggests outfits based on your personalized style, and includes direct links to merchants for nearly everything shown. Google determines your style preferences by analyzing what you share with the app and the items you interact with over time.
Google's answer to TikTok and Instagram shopping
The strategic logic is clear. Short-form video feeds on TikTok and Instagram have trained users to scroll visual content and purchase what they see. Google is applying the same behavioral pattern, but replacing human influencers with AI-generated content. This gives the company control over the entire experience while surfacing products in a format consumers already understand.
The approach makes strategic sense for Google, which continues to lose e-commerce ground to Amazon and social media platforms. Rather than compete directly on influencer content, Google is betting that personalized AI visualization will prove more compelling than watching someone else wear the clothes.
AI-generated feeds are becoming normal
A year ago, a feed consisting entirely of AI-generated content would have seemed strange. That threshold has shifted. OpenAI launched Sora in September, a social media platform featuring only AI-generated videos. Meta introduced "Vibes," a short-form video feed of AI-generated content within the Meta AI app. Google's Doppl feed follows the same trajectory, normalizing synthetic content as a discovery mechanism.
For businesses building social commerce strategies, this shift matters. The discovery layer between consumers and products is increasingly AI-mediated. Brands that optimize for AI-generated visual content, not just traditional influencer partnerships, will capture attention in these new environments.
What this means for commerce operators
The Doppl update represents a broader pattern: AI is inserting itself between consumers and purchase decisions. Whether through ChatGPT grocery shopping, AI product recommendations, or virtual try-on experiences, the path to purchase now runs through intelligent systems that personalize what you see.
For SEO and discovery optimization, this creates new considerations. Product data, imagery, and metadata must work not just for traditional search, but for AI systems that generate personalized visual content. The merchants who appear in Doppl's feed are those whose product information integrates cleanly with Google's AI infrastructure.
The new discovery feed is rolling out to Doppl on iOS and Android in the U.S. for users 18 and above.
Key takeaways
- Google Doppl now features a shoppable discovery feed with AI-generated videos of real products.
- The feed personalizes outfit recommendations based on user preferences and interaction history.
- Nearly all items in the feed link directly to merchants for purchase.
- Google is betting on AI visualization rather than influencer content to compete in e-commerce.
- AI-generated content feeds are becoming normalized across OpenAI, Meta, and now Google.
Frequently asked questions about Google Doppl's shoppable AI feed
What is Google Doppl?
Doppl is an experimental Google app that uses AI to visualize how different outfits might look on you. It creates a virtual version of yourself and generates images and videos of you wearing various clothing items before you buy them.
How does the Doppl discovery feed work?
The feed displays AI-generated videos of real products and suggests outfits based on your personalized style. Google analyzes your preferences and interaction history to determine what to show you. Nearly everything in the feed includes direct links to purchase from merchants.
Is the Doppl feed content created by influencers?
No. Unlike TikTok and Instagram where real influencers showcase products, Google's Doppl feed consists entirely of AI-generated content. The videos are synthetic, created by AI to display real products on virtual models.
Why is Google building an AI-generated shopping feed?
Google continues to lose e-commerce market share to Amazon and social media platforms. By creating an AI-powered discovery experience that mimics the scroll-and-shop behavior users learned from TikTok and Instagram, Google is attempting a new approach to compete in online retail.
Where is the Doppl discovery feed available?
The new discovery feed is rolling out on Doppl for iOS and Android in the United States. Users must be 18 years or older to access the feature.
Work with Trending Society
As AI reshapes product discovery from search results to personalized visual feeds, brands need commerce systems built for this new reality. Our Social Commerce & Shopify Builds service helps you create product experiences that work across traditional e-commerce, social platforms, and emerging AI discovery channels. We build the infrastructure that positions your products where customers are actually looking.
The line between content and commerce continues to blur. AI is becoming the curator, the visualizer, and the recommendation engine all at once. Brands that treat product data as a creative asset, not just inventory management, will win in this new environment.
