In the current era of deep integration of e-commerce and technology, major platforms are constantly exploring innovative shopping models to attract users and seize the market. On December 9, 2025, Google announced in a tweet on its official account on the famous social media platform "X" that it has launched a highly innovative feature in its AI try on experiment application Doppel - the "Shoppable Discovery Feed", which has caused new waves in the e-commerce field.
New features launched, covering multiple platforms
Google has launched the "Shopping Discovery Stream" for users aged 18 and above in the United States on both iOS and Android versions. This new feature marks the first time that Google has integrated the complete loop of "short video+AI generation+instant purchase" into its own e-commerce experiment, bringing users a brand new shopping experience.
Unique shopping mechanism, convenient direct checkout
The shopping mechanism of 'shopping discovery flow' is very convenient. AI will read the style preferences and historical click records left by users in Doppel, and then automatically generate a 15 second short fashion video. Users only need to click on the video card to directly jump to the merchant's landing page for checkout, truly realizing the smooth shopping process of "sliding to buy".
Fully AI generated content, breaking traditional models
Unlike platforms such as TikTok and Instagram, all content in Doppel's "shopping discovery stream" is completed by generative AI. From the appearance and figure of the models to the lighting arrangement of the scene, they are all synthesized through algorithms, without real models or internet celebrities promoting their products. This new content generation method not only reduces the cost of content production, but also brings users a brand new visual experience.
Real time inventory protection to avoid shopping regrets
During the shopping process, users often encounter situations where they can see but cannot buy, which greatly affects the shopping experience. Google has integrated real-time inventory APIs with retailers, enabling almost 100% of the products in the "shopping discovery stream" to be purchased instantly, effectively avoiding this problem and allowing users to make purchases with confidence.
Powerful technical support to achieve dynamic display
Doppel's ability to transition from static fitting to dynamic video is inseparable from its powerful technological foundation. It first generates a 3D virtual model of the user's avatar, then overlays 2D clothing slices, and finally converts the "static image" into a 15 second 60fps videothrough a diffusion model. Moreover, its inter frame consistency exceeds 92%, and the rendering time is less than 3 seconds, presenting users with smooth and realistic dynamic display effects.
Clear business motives to cope with market competition
Behind Google's launch of this feature, there is a clear commercial motive. In recent years, the growth rate of Google's US search advertising revenue has declined for five consecutive quarters, while TikTok has developed rapidly in the field of social shopping. It is expected that the GMV of social shopping will exceed 30 billion US dollars by 2025. In order to regain the search and shopping users who were taken away by TikTok, Google has implemented a "shopping discovery stream" that allows for mass production of short video SKUs without the need to sign up with internet celebrities, reducing content costs by over 70%.
Retailer cooperation model, convenient and efficient
For retailers, cooperation with Doppel is also very convenient and efficient. Retailers are charged based on the CPC (cost per click) for "click to jump" and use the same backend as Shopping Ads, without the need to prepare additional materials, greatly simplifying the cooperation process.
Potential controversies draw attention, platforms actively respond
However, this all AI generated content stream has also sparked some potential controversies. Among them, the issue of information cocoons has attracted much attention. Although "AI generated" is marked below each video, users are currently unable to switch to "live mode".
Moreover, the algorithm generates content based on personal preferences, which can easily form a style cocoon. In response to this issue, Google stated that it will add an "exploration slider" in the future, allowing users to adjust the novelty of content. In addition, the regulatory aspect cannot be ignored. The FTC has launched a solicitation of opinions on "AI synthesized advertising", requiring platforms to prominently label and prohibit misleading demonstrations.
Future planning, continuous innovation and development
Google has revealed that it will expand its testing scope in the UK and Canada in the first quarter of 2025 and introduce "brand customization templates". Merchants can upload exclusive color schemes and logos, generate AI videos with brand visuals in bulk, and further enhance brand influence.
The "Shopping Discovery Stream" launched by Google in Doppel undoubtedly brings new ideas and directions to the e-commerce industry. Although facing some potential controversies and challenges, with the continuous advancement of technology and platform optimization, we believe that this feature will play a greater role in the e-commerce field, bringing more value to users and merchants.
