Google said on Monday that it’s adding a shoppable discovery feed to Doppl, its experimental app that uses A.I. to let you see how different outfits might look on you.
The tech giant says its new feed is designed to showcase insights so users can find and virtually try on new merchandise. Almost everything in the feed is shoppable via direct links to retailers.
On the discovery feed, AI-generated videos of actual products appear, and it recommends outfits based on your personalized style. Google decides your style by looking at anything you tell Doppl and things you touch.
The change is significant because short-form video feeds, Instagram and TikTok in particular, have conditioned people to scroll through visual feed after visual feed and buy what they see. But unlike on TikTok and Instagram, where flesh-and-blood influencers show off products, Google’s new feed contains only AI-generated content.
And while some may not be a fan of the AI-generated feed, from Google’s perspective, that might well be an attempt to bring products to the surface in a blueprint that people are already trained in (if you can forgive that AI language). And it’s logical that the company wants to test a new e-commerce strategy, as sales continue to slump compared to companies like Amazon and social media platforms for eyeballs.
AI-created videos aren’t new to Intelligentsia either, by the way. Although the app generates images of what you would look like in those clothes, in dressing room style, it can take static images and turn them into AI-generated videos. The point of this is to help you better understand how the outfit would look on you in real life.
The new discovery feed is now live on Doppl for iOS and Android in the U.S. , available to users 18 years and up.
While a feed made entirely of AI-generated content would have seemed odd a year ago, the concept is now catching on. For instance, in September, OpenAI debuted Sora, a social media platform composed entirely of AI-generated videos. It also offers a short-form video feed of AI-generated content called “Vibes” in the Meta AI app.
