Google’s Doppl App Adds AI-Generated Shoppable Discovery Feed
The update replaces influencer-driven shopping with endless AI-made outfit videos tied to real, instantly purchasable products.
Google is doubling down on AI-powered fashion. On Monday, the company announced a new shoppable discovery feed for Doppl, its experimental app that lets you visualize how different outfits would look on your body using generative AI.
The new feed is designed to mimic the way people already browse TikTok or Instagram, by scrolling. Every item shown is linked to a real product, and most are directly shoppable. But unlike TikTok Shop or Instagram Reels, there are no influencers here. The entire feed is made up of AI-generated videos showcasing the clothes.
Google then builds a personalized style profile by tracking how you use Doppl: the outfits you try on, the pieces you tap, and the preferences you share. The result is a continuous stream of AI-generated outfit videos tied to real items you can buy instantly.
It’s not hard to see the strategy behind this. Short-form video commerce is exploding globally, especially among Gen Z. TikTok Shop is reshaping shopping in markets like the U.S., U.K., and across Asia. Even in Africa, Instagram Shops and TikTok storefronts have become key discovery channels for fashion brands. Google, which has struggled to compete with Amazon in traditional e-commerce, is betting that AI-driven visuals can give it a new entry point.
Doppl already lets users place outfits on a virtual version of themselves, but the update goes further by converting static images into dynamic AI-generated videos. The goal is to make the “try-on” look more natural and help users gauge how clothing might move in real life.
The new feed is rolling out now to Doppl users in the U.S. on iOS and Android, limited to those 18 and older. A year ago, an all-AI shopping feed would’ve felt strange. Today, it fits the moment. OpenAI launched Sora, a social platform featuring only AI-generated videos. Meta followed with Vibes, its own TikTok-style AI video feed inside the Meta AI app. Now Google is joining that wave.
The takeaway
Google is testing what could become the next chapter of online shopping: AI influencers without the influencers. Instead of paying creators or relying on user-generated content, the company can generate unlimited shoppable videos on demand.
If it works, Doppl could shift how online fashion discovery happens, replacing traditional lookbooks and creator videos with algorithm-generated outfit clips. And in markets like Africa, where fashion discovery flows through Instagram and TikTok, this could inspire local apps or retailers to experiment with AI-powered try-ons and video commerce.
Whether people actually trust or enjoy a fully AI-generated shopping experience is the open question. But Google is betting big that they will.
Kelechi Edeh
