Google was announced on Monday it’s unveiling a shoppable discovery stream on Doppl, its experimental app that uses artificial intelligence to visualize how different outfits might look on you.
The tech giant says the idea behind the new feed is to show recommendations so users can discover and try new items virtually. Almost everything in the stream is available for purchase, 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 streams, particularly on TikTok and Instagram, have conditioned users to scroll through visual streams and buy what they see. However, unlike TikTok and Instagram, where real influencers showcase products, Google’s new feed consists only of AI-generated content.
While some may not love an AI-generated feed, Google probably sees it as a way to display products in a format that people are already used to. Additionally, it makes sense for the company to try a new e-commerce strategy, especially as it continues to lose ground to the likes of 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 clothes, it can transform these still images and turn 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 Stream is rolling out to Doppl on iOS and Android in the US for users 18 and older.
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While a feed made up entirely 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 networking platform made up only of artificial intelligence videos. Meta also has a short-form video feed of AI-generated videos called “Vibes” in the Meta AI app.
