Google expands Doppl with shoppable AI discovery feed as virtual try-on trend accelerates

Google is broadening the capabilities of its experimental fashion app Doppl, introducing a shoppable discovery feed that brings AI-generated outfit recommendations directly into a TikTok-style scrolling interface. The update reflects the company’s latest push into e-commerce as virtual try-on tools become increasingly common across both luxury and mass-market retail.

Doppl, available in the U.S. for users 18 and older, allows people to visualize how clothing might look on them using a full-body photo or an AI-generated model. Unlike retailer-specific virtual try-on tools, Doppl aggregates items from multiple merchants. After users answer questions about their style and select sample looks, the app generates personalized outfit ideas and surfaces garments available for immediate purchase.

The new discovery feed expands this approach by presenting continuous recommendations paired with AI-generated videos of real products, most of which link directly to sellers. Google uses in-app interactions to refine each user’s style profile, adjusting suggestions accordingly.

The update represents Google’s attempt to adapt to consumer behavior shaped by TikTok, Instagram Reels, and other visual shopping channels. However, in Doppl, all content—videos, models, and outfit presentations—is generated by AI rather than human creators. Google positions this as a way to scale recommendations and surface a wide range of products without relying on influencer culture.

The company is not the only one moving toward AI-only content feeds. OpenAI recently launched Sora, a social platform made entirely of AI-generated videos, while Meta is experimenting with a similar short-form feed called Vibes within the Meta AI app.

Doppl enters a crowded market of virtual try-on tools that have gained traction across fashion, beauty, and retail. Luxury labels such as Gucci, Dior, Louis Vuitton, and Prada use AR to let shoppers preview sneakers, sunglasses, and accessories. Major retailers including Walmart, ASOS, H&M, and Target deploy virtual try-on features for apparel, beauty, and home goods. Athletic brands like Nike and Adidas have also integrated AR sizing and try-on technology into their mobile apps.

Google’s latest experiment differs by combining style discovery, virtual try-on, and merchant links into a single, platform-level experience rather than relying on brand-specific implementations.

The new shoppable discovery feed is rolling out now to Doppl on iOS and Android in the United States. The app remains an experimental project from Google Labs, with no timeline yet announced for expansion outside the U.S.