Google announced on Monday that it’s introducing 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 virtually try on new items. Nearly everything in the feed is shoppable, 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 items you interact with.

The move comes as short-form video feeds, particularly on TikTok and Instagram, have conditioned users to scroll visual feeds and buy what they see. However, unlike on TikTok and Instagram, where real influencers showcase products, Google’s new feed only consists of AI-generated content.

While some may not be fond of an AI-generated feed, Google likely sees it as a way to surface products in a format that people are already used 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’s worth noting that AI-generated videos aren’t new to Doppl. While the app creates images of a virtual version of yourself wearing different outfits, it can turn these static images and convert them into AI-generated videos. The purpose of this is to give you a better sense of how the outfit would look on you in real life.

The new discovery feed is rolling out to Doppl on iOS and Android in the U.S. for users 18 and above.

Although a feed consisting solely of AI-generated content would have seemed strange a year ago, the idea is now gaining traction. For example, OpenAI in September launched Sora, a social media platform of just AI videos. Meta also has a short-form video feed of AI-generated videos called “Vibes” in the Meta AI app.

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