Google just rolled out a shoppable discovery feed for Doppl, its experimental AI fashion app that's been quietly testing virtual try-on technology. The update transforms the app into a personalized shopping platform where users can discover outfits, see how they'd look virtually, and buy directly from merchants. It's Google's latest push into AI-powered commerce, targeting the multi-billion dollar fashion discovery market.
Google is making its move in AI-powered fashion with a major update to Doppl, the experimental app from Google Labs that's been quietly building virtual try-on technology. The company just launched a shoppable discovery feed that transforms how users find and buy clothes online.
The new feed represents Google's most ambitious attempt yet to blend AI recommendations with direct commerce. Users can now scroll through personalized outfit suggestions, virtually try them on, and purchase items with direct links to retailers - all within a single app experience. According to Google's announcement, nearly everything in the feed is shoppable.
What sets Doppl apart is its use of AI-generated videos showing real products. The app creates personalized style profiles based on user preferences and interactions, then generates video content showing how specific outfits might look on individual users. It's a significant technical leap from static product images that dominate most fashion e-commerce.
The timing isn't coincidental. Fashion discovery apps have been struggling to crack the personalization code, while AI companies race to find practical consumer applications beyond chatbots. Google's betting that combining its AI capabilities with shopping infrastructure could create a new category in fashion tech.
Doppl's approach differs from virtual try-on competitors like Sephora's makeup tools or Warby Parker's glasses fitting. Instead of just visualizing how products look, it's creating an entire discovery engine powered by AI recommendations and real-time video generation.
The app launches today on iOS and Android for US users over 18. Google's restricting the initial rollout as it tests how users interact with AI-generated fashion content and tracks conversion rates from discovery to purchase.
For Google, Doppl represents a testing ground for AI commerce integration that could eventually influence its broader advertising and shopping products. The company's been experimenting with visual search and product discovery across Google Images and Shopping, but Doppl offers a controlled environment to test more aggressive personalization.
