Google has made another ambitious move to solidify its presence in the digital shopping market by introducing a new feature to its AI-driven try-on app, Doppl. As a female entrepreneur bootstrapping startups in Europe, I view this development as not just fascinating but also a critical indicator of the direction technology-driven commerce is taking globally. Doppl’s shoppable discovery feed isn’t only reshaping how people shop online, but it’s also creating opportunities for startups to rethink their approach to fashion, personalization, and customer engagement.
What Makes Doppl’s New Feature Stand Out?
Doppl first emerged as an experimental app allowing users to predict how clothing items would look on them using AI-generated visuals. This feature itself was impressive, but the latest update takes it a step further. The new shoppable discovery feed promises to redefine the browsing and purchasing experience by combining virtual try-on functionality with seamless product discovery and instant shopping.
Here is how it works:
- Users upload photos of themselves, and Doppl uses generative AI to create dynamic outfit visuals that show how clothes would look and flow on their body.
- A personalized style profile is created based on each user's interactions, preferences, and browsing patterns within the app.
- The new feed offers AI-generated videos of recommended outfits linked directly to online retailers, allowing users to purchase items instantly from a single platform.
Reading reports like this article on Doppl by TechCrunch, it is hard not to notice Google’s intent to step into the heart of e-commerce where leaders like Amazon, TikTok, and Instagram currently dominate.
Business Lessons for Female Founders in Europe
Being a bootstrapped founder, I’ve always looked at market shifts as windows of opportunity. This Doppl update offers plenty of lessons for entrepreneurs, especially women entering industries currently reinvented by AI. Here are my takeaways:
1. Prioritize Personalized Solutions
Doppl isn’t reliant on generic items; it curates a unique experience adapted to users' specific preferences. As business owners, we need to ask, how well do we understand our customers? Are we offering solutions that feel personal, or are we banking too much on one-size-fits-all models?
2. Leverage Consumer Behavior Trends
People now demand instant, interactive, and captivating digital experiences. Doppl’s feed aligns with Gen Z and Millennials' affinity for short-form, visually engaging media. Consider how your business can integrate video, interactivity, or other innovative touchpoints into your workflow.
3. Experiment with AI-Based Technology
Sure, Doppl is a Google project that can tap into almost limitless resources. But the real value of this feature came from Google Labs, a segment that thrives on user feedback during early trials. Start small, test ideas, and improve based on your community's responses, just as I did while building the Fe/male Switch startup game. Your customers are your best resource for insights and refinement.
Common Mistakes to Avoid
While Doppl is making headlines, it’s important to recognize the pitfalls that similar AI-driven projects might face. Here's what anyone venturing into this space should be cautious about:
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Overlooking Accessibility
Google made Doppl available only in the U.S. to users aged 18 and above, likely a test strategy. That’s sensible for Google but tricky for startups. Without broad accessibility, you could alienate a key audience segment or fail to collect diverse feedback. -
Prioritizing Features Over Problems
It’s tempting to implement cool functions simply because they’re technically possible, but always come back to the problem you’re solving. Doppl's integration of shoppable content isn’t about pushing AI, it’s about solving the shopping pain point of knowing whether clothes fit and flow before buying. -
Assuming AI is Enough
A well-designed product incorporates human touchpoints to build trust and authenticity. While AI-generated recommendations are great, they lack human empathy. Don’t make the mistake of completely eliminating the human angle.
How to Incorporate Learnings Into Your Startup or Business
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Enhance Personalization
Use tools to track user behavior or conduct surveys to understand their needs. For example, if you’re developing a product related to fashion or e-commerce, think about how you can adapt AI into your offering to better serve your audience. -
Build with Feedback Loops
Google has a winning playbook with Doppl: Release, learn, build, repeat. As a participant in multiple accelerator programs and the creator of an incubator that does the same through gamification, I can’t stress the importance of iterative development enough. -
Create Instant Feedback Systems
Actively track how your customers interact with your products. There are plenty of tools that make user behavior analysis simple; you don't need to develop custom AI models, but focus on creating meaningful interactions, which can be as simple as pop-up quizzes or post-purchase surveys. -
Structure for Scalability Without Compromising Ethics
As seen with Doppl, the integration of an entirely AI-driven feed raises questions of over-commercialization. If you’re building consumer-focused products, don’t push users too quickly toward purchasing without genuinely addressing their needs or maintaining transparency about how your tech works.
Lessons for Female Entrepreneurs
There’s a strong parallel here between Google’s bold move and the challenges many bootstrap founders face, including myself. When I launched CADChain, we didn’t have Google’s budget or resources, but what we did have was the ability to identify gaps and deliver solutions for them. Women entrepreneurs in Europe have the unique advantage of thinking differently and combining perspectives across disciplines. Google’s strategy may look like a big corporate move, but behind it are principles that anyone can learn from, no matter the size of their venture.
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Stay on Top of Trends, But Don’t Chase Them Blindly.
Whether it’s AI, e-commerce, or any other “hot topic,” focus on how a trend can benefit your users. Doppl’s success stems from recognizing that consumers want to see clothes virtually modeled on themselves, and made actionable through purchases in a few clicks. -
Combine Ideas Across Disciplines.
This is where women can thrive. Whether you’re knowledgeable in tech, fashion, or other areas, the overlaps often hide opportunities. My experience across linguistics, AI, and even intellectual property shaped my startups. How can you remodel your expertise in innovative ways? -
Bootstrap First, Scale With Feedback.
It’s no secret, bootstrapping is tough, but there’s gold in staying lean. Doppl initially launched as a beta because even Google can’t risk deploying resources on an untested product. Why should we?
In the shifting sands of digital commerce, the key is preparation. Google’s Doppl isn’t just a fashion app, it’s a case study in aligning user needs with technology advancements. Whether or not your business delves into AI, there’s a valuable lesson here: Be bold, but always build from a place of empathy and innovation. If your target audience is European female entrepreneurs like me, keep them at the core of every decision.
Want to see exactly what Doppl can do? Read TechCrunch's detailed Doppl analysis. Also, if you’re curious about “gamepreneurship” and how we encourage women into tech, connect with F/MS Startup Game. Let’s move fast by learning fast.
FAQ
1. What is Doppl, and how does it work?
Doppl is an experimental virtual try-on app developed by Google Labs. It uses AI-generated visuals to show users how clothing would look and move on their body in the form of dynamic videos. This helps users visualize outfits before making a purchase. Learn more about Doppl
2. What is the shoppable discovery feed in Doppl?
The shoppable discovery feed provides personalized outfit recommendations through AI-generated videos. Users can virtually try on the outfits and purchase them by following links to online retailers, all within the app. Read about Doppl’s discovery feed
3. How is Doppl different from other virtual try-on services?
Unlike basic try-on features or influencer-driven platforms, Doppl is fully AI-powered. Its feed consists of AI-generated short videos tailored to users’ style preferences, offering a unique mix of technology and personalization. Discover how Doppl stands out
4. Who can use Doppl?
As of now, Doppl is available to users aged 18 and above in the U.S. on both iOS and Android devices. Check eligibility for using Doppl
5. How does Doppl personalize recommendations?
Doppl builds a style profile for each user by analyzing their interactions within the app, including items they try on, their preferences, and browsing behavior. Learn more about Doppl’s personalization
6. Can users buy directly through Doppl?
Yes, almost every item featured in Doppl’s discovery feed is shoppable. Users are redirected to retailer websites for purchases directly from the app. Read more about Doppl’s shopping feature
7. What are the technological advancements in this update?
The new addition includes dynamic AI-generated videos of outfits, which provide a realistic sense of how clothes fit and move, making it more interactive than static images. Explore Doppl’s advancements in AI
8. Does Doppl replace influencers with its AI features?
Yes, Doppl’s feed uses AI models instead of influencers. This synthetic approach reduces dependency on influencer networks and provides a scalable solution for fashion recommendations. Learn about AI models in Doppl
9. What competitive advantages does Doppl offer?
Doppl uses a fully AI-curated approach to deliver a personalized, visual shopping experience integrated with seamless purchase options. This positions it to compete with platforms like TikTok, Instagram, and Amazon. Read about Doppl’s competition
10. What future updates can we expect from Doppl?
Future enhancements may include better body modeling, advanced measurement features, more realistic fabric dynamics, and expanded integration with e-commerce platforms. Learn about Doppl’s future potential
About the Author
Violetta Bonenkamp, also known as MeanCEO, is an experienced startup founder with an impressive educational background including an MBA and four other higher education degrees. She has over 20 years of work experience across multiple countries, including 5 years as a solopreneur and serial entrepreneur. Throughout her startup experience she has applied for multiple startup grants at the EU level, in the Netherlands and Malta, and her startups received quite a few of those. She’s been living, studying and working in many countries around the globe and her extensive multicultural experience has influenced her immensely.
Violetta Bonenkamp's expertise in CAD sector, IP protection and blockchain
Violetta Bonenkamp is recognized as a multidisciplinary expert with significant achievements in the CAD sector, intellectual property (IP) protection, and blockchain technology.
CAD Sector:
- Violetta is the CEO and co-founder of CADChain, a deep tech startup focused on developing IP management software specifically for CAD (Computer-Aided Design) data. CADChain addresses the lack of industry standards for CAD data protection and sharing, using innovative technology to secure and manage design data.
- She has led the company since its inception in 2018, overseeing R&D, PR, and business development, and driving the creation of products for platforms such as Autodesk Inventor, Blender, and SolidWorks.
- Her leadership has been instrumental in scaling CADChain from a small team to a significant player in the deeptech space, with a diverse, international team.
IP Protection:
- Violetta has built deep expertise in intellectual property, combining academic training with practical startup experience. She has taken specialized courses in IP from institutions like WIPO and the EU IPO.
- She is known for sharing actionable strategies for startup IP protection, leveraging both legal and technological approaches, and has published guides and content on this topic for the entrepreneurial community.
- Her work at CADChain directly addresses the need for robust IP protection in the engineering and design industries, integrating cybersecurity and compliance measures to safeguard digital assets.
Blockchain:
- Violetta’s entry into the blockchain sector began with the founding of CADChain, which uses blockchain as a core technology for securing and managing CAD data.
- She holds several certifications in blockchain and has participated in major hackathons and policy forums, such as the OECD Global Blockchain Policy Forum.
- Her expertise extends to applying blockchain for IP management, ensuring data integrity, traceability, and secure sharing in the CAD industry.
Violetta is a true multiple specialist who has built expertise in Linguistics, Education, Business Management, Blockchain, Entrepreneurship, Intellectual Property, Game Design, AI, SEO, Digital Marketing, cyber security and zero code automations. Her extensive educational journey includes a Master of Arts in Linguistics and Education, an Advanced Master in Linguistics from Belgium (2006-2007), an MBA from Blekinge Institute of Technology in Sweden (2006-2008), and an Erasmus Mundus joint program European Master of Higher Education from universities in Norway, Finland, and Portugal (2009).
She is the founder of Fe/male Switch, a startup game that encourages women to enter STEM fields, and also leads CADChain, and multiple other projects like the Directory of 1,000 Startup Cities with a proprietary MeanCEO Index that ranks cities for female entrepreneurs. Violetta created the "gamepreneurship" methodology, which forms the scientific basis of her startup game. She also builds a lot of SEO tools for startups. Her achievements include being named one of the top 100 women in Europe by EU Startups in 2022 and being nominated for Impact Person of the year at the Dutch Blockchain Week. She is an author with Sifted and a speaker at different Universities. Recently she published a book on Startup Idea Validation the right way: from zero to first customers and beyond, launched a Directory of 1,500+ websites for startups to list themselves in order to gain traction and build backlinks and is building MELA AI to help local restaurants in Malta get more visibility online.
For the past several years Violetta has been living between the Netherlands and Malta, while also regularly traveling to different destinations around the globe, usually due to her entrepreneurial activities. This has led her to start writing about different locations and amenities from the POV of an entrepreneur. Here’s her recent article about the best hotels in Italy to work from.
About the Publication
Fe/male Switch is an innovative startup platform designed to empower women entrepreneurs through an immersive, game-like experience. Founded in 2020 during the pandemic "without any funding and without any code," this non-profit initiative has evolved into a comprehensive educational tool for aspiring female entrepreneurs.The platform was co-founded by Violetta Shishkina-Bonenkamp, who serves as CEO and one of the lead authors of the Startup News branch.
Mission and Purpose
Fe/male Switch Foundation was created to address the gender gap in the tech and entrepreneurship space. The platform aims to skill-up future female tech leaders and empower them to create resilient and innovative tech startups through what they call "gamepreneurship". By putting players in a virtual startup village where they must survive and thrive, the startup game allows women to test their entrepreneurial abilities without financial risk.
Key Features
The platform offers a unique blend of news, resources,learning, networking, and practical application within a supportive, female-focused environment:
- Skill Lab: Micro-modules covering essential startup skills
- Virtual Startup Building: Create or join startups and tackle real-world challenges
- AI Co-founder (PlayPal): Guides users through the startup process
- SANDBOX: A testing environment for idea validation before launch
- Wellness Integration: Virtual activities to balance work and self-care
- Marketplace: Buy or sell expert sessions and tutorials
Impact and Growth
Since its inception, Fe/male Switch has shown impressive growth:
- 5,000+ female entrepreneurs in the community
- 100+ startup tools built
- 5,000+ pieces of articles and news written
- 1,000 unique business ideas for women created
Partnerships
Fe/male Switch has formed strategic partnerships to enhance its offerings. In January 2022, it teamed up with global website builder Tilda to provide free access to website building tools and mentorship services for Fe/male Switch participants.
Recognition
Fe/male Switch has received media attention for its innovative approach to closing the gender gap in tech entrepreneurship. The platform has been featured in various publications highlighting its unique "play to learn and earn" model.
