Google announced On Monday it’s introducing a shoppable discovery feed in DoppL, its experimental app that uses AI to imagine how different outfits might look to you.

The tech giant says the idea behind the new feed is to display recommendations so users can explore and try on new items virtually. Almost everything in the feed is shoppable, with direct links to merchants.

Discovery Feed includes AI-infused 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 has come as short-form video feeds, particularly on TikTok and Instagram, have conditioned users to scroll through visual feeds and buy what they see. However, unlike TechTalk and Instagram, where real influencers showcase products, Google’s new feed consists only of AI-infused content.

While some may not be fond of the AI ​​infilled feed, Google likely sees it as a leveling off of the look that people are already used to. Also, it makes sense for the company to try a new e-commerce strategy, especially as it continues to lose ground to companies like Amazon and social media platforms.

It is worth noting that AI-infused videos are not new to DOPPL. While the app creates images of virtual versions of yourself wearing different outfits, it can transform these still images and turn them into AI-infused videos. The purpose of this is to give you a better sense of how the garment will look on you in real life.

The new Discovery Feed is headed to DuPL on iOS and Android in the US for users 18 and up.

While a feed consisting entirely of AI-generated content may have seemed strange a year ago, the idea is now gaining traction. For example, Openi launched Sura, a social media platform for AI-only videos, in September. Meta also has a short form video feed of AI-infused videos called “vibes” in the Meta AI app.