Google Reinvents Shopping With AI-Generated Fashion Videos

Google's experimental Doppl app just took online shopping into uncharted territory. The tech giant unveiled its "Shoppable Discovery Feed" - a stream of fashion videos where everything from the models to the outfits is generated by artificial intelligence.

Swipe, Watch, Buy

The experience feels familiar yet futuristic: swipe through 15-second clips of trendy outfits, tap when something catches your eye, and land directly on the retailer's checkout page. What makes this different? There are no human influencers or photographers involved.

"We're essentially teaching algorithms to become stylists," explains a Google product manager familiar with the project. The system analyzes your browsing history and preferences within Doppl to serve personalized fashion content.

Behind the Virtual Curtain

The technology builds on Doppl's existing virtual try-on features:

• Creates 3D avatars from user photos
• Layers clothing items digitally
• Uses diffusion models to animate static images into smooth videos (60 frames per second)

The result? Convincing fashion clips rendered in under three seconds with over 92% frame consistency.

Why AI Models Make Business Sense

This move comes as Google faces stiff competition from TikTok Shop:

• U.S. search ad growth slowed for five straight quarters
• TikTok's shopping revenue could hit $30 billion next year The AI approach cuts content production costs by 70% compared to traditional influencer campaigns.

Retailers pay per click (CPC) through the same system as Google Shopping Ads - no extra work required on their end.

The Authenticity Debate

The fully automated feed isn't without controversy:

• Every video carries an "AI-generated" label (though you can't filter them out)
• Style recommendations might create fashion echo chambers
• FTC is already examining disclosure rules for AI advertising

Google promises upcoming features like a "discovery slider" to introduce more variety into recommendations.

The company plans UK and Canada launches in early 2025, along with tools letting brands customize video templates with their logos and color schemes.

Key Points:

• Instant gratification: Nearly all shown items are in stock and purchasable
• No middlemen: Skips influencers entirely while maintaining visual appeal
• Regulatory watch: Comes as governments scrutinize AI content disclosures
• What's next: International expansion and brand customization tools coming soon