Google unveiled an AI-powered, shoppable discovery feed called Doppl on Monday—an experimental app that visualizes how different clothing items would look on you.

The tech giant explained that the new feed is designed to help users discover and virtually try on fresh fashion picks, with nearly all content directly purchasable via merchant links.

The discovery feed features AI-generated videos of real products, tailored to your personal style. Google determines your aesthetic by analyzing the preferences you share with Doppl and the items you engage with.

This move comes as short-form video feeds—especially on TikTok and Instagram—have conditioned users to scroll through visual content and instantly shop what they see. Unlike those platforms, which rely on real influencers to showcase products, Google’s new feed is composed entirely of AI-generated content.

While some may be skeptical of AI-curated feeds, Google likely sees this as a way to present products in a format users already embrace. Given the company’s ongoing battle to regain e-commerce ground lost to Amazon and social media rivals, experimenting with novel shopping strategies makes strategic sense.

It’s worth noting that AI-generated videos aren’t new to Doppl. While the app can generate static images of your virtual avatar wearing various outfits, it now transforms those images into dynamic AI-powered videos—aiming to give users a more realistic sense of how garments move and drape in real life.

The new discovery feed is now rolling out to Doppl users aged 18 and older on both iOS and Android devices in the United States.