Google has launched a new shoppable fashion discovery feed within Doppl, its experimental AI-powered app designed to help users explore and visualize their personal style. The update, now available on iOS and Android in the U.S. for users aged 18 and over, introduces an AI-driven feed that showcases virtual outfit recommendations through dynamic, AI-generated videos of real products. Nearly every item featured in the feed is directly shoppable, with instant links to retailers, enabling users to discover and purchase new clothing with minimal effort. The core idea behind the discovery feed is to blend visual discovery with practical shopping, leveraging AI to deliver personalized fashion suggestions. Doppl builds a user’s style profile by analyzing the preferences they share and the items they interact with in the app. Based on this data, the system recommends outfits that align with individual tastes, creating a tailored shopping experience. The AI-generated videos go beyond static images by showing how garments move and drape on a virtual version of the user, offering a more realistic preview than traditional photos. This innovation reflects a broader trend in digital commerce: the rise of short-form video as a primary tool for product discovery. Platforms like TikTok and Instagram have trained users to scroll through visually engaging content and make impulse purchases based on what they see. Google’s new feed taps into this behavior but replaces human influencers with AI-generated content. While this approach may raise questions about authenticity or creativity, Google sees it as a strategic move to meet users where they already spend time—scrolling visual feeds—and to compete with Amazon and social media giants in the fast-evolving e-commerce space. AI-generated videos are not entirely new to Doppl. The app has long used AI to create animated versions of users wearing different outfits, transforming static images into lifelike clips that simulate real-world movement. The new discovery feed enhances this capability by turning these animations into a curated, continuous stream of fashion content. This shift allows users to explore entire looks, not just individual pieces, and see how items might work together in a cohesive wardrobe. The launch also signals Google’s growing interest in AI-driven commerce. While the company has historically focused on search and advertising, it has increasingly explored ways to integrate AI into shopping experiences. The introduction of the discovery feed in Doppl aligns with similar moves by other tech giants: OpenAI launched Sora, a social platform centered on AI-generated videos, while Meta has introduced “Vibes,” a short-form video feed of AI content within its Meta AI app. Despite the novelty, the approach is not without controversy. Some users may be skeptical of a shopping feed powered entirely by AI, particularly when it comes to authenticity and representation. However, Google likely views the risk as worth taking, especially as consumer habits continue to shift toward visual, on-demand content. The company is also testing new ways to monetize its AI tools, and a shoppable feed could open new revenue streams through affiliate sales and partnerships with retailers. Ultimately, Google’s Doppl update reflects a broader transformation in how people discover and buy fashion. By combining AI personalization with immersive video content and seamless shopping, the company aims to create a frictionless experience that mirrors the addictive nature of social media feeds—but with a focus on style and self-expression. As AI becomes more central to digital life, innovations like this could redefine the future of e-commerce, blending imagination, technology, and retail in new and unexpected ways.