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Google’s AI try-on app Doppl adds a shoppable discovery feed

Read the full articleGoogle’s AI try-on app Doppl adds a shoppable discovery feed on TechCrunch
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What Happened

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

Our Take

Google built an AI try-on app and added shopping. They're betting discovery-to-purchase sticks. Problem: Google doesn't need this.

They own search and Commerce APIs already. This smells like a skunkworks project dying in 18 months when it doesn't move retail numbers.

The tech is real (AR try-on is hard), but unit economics are trash unless they're taking commission. Fashion apps fail at discovery constantly.

What To Do

Retailers: don't wait for Doppl; build your own try-on instead—keeps the commission.

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