Tech Giants Push AI-Powered Visual Search for Enhanced Online Shopping

Leading tech companies are doubling down on AI-powered visual search tools, aiming to reshape how consumers find products online. Google’s visual search tool, Lens, now handles nearly 20 billion monthly searches, with 20% dedicated to shopping. As Silicon Valley pushes to shift consumer habits from text to camera-based search, the move has sparked questions about whether shoppers will embrace the new behavior and how effective it will be in driving sales.

Google’s Vision for AI-Driven Visual Search

Google is expanding its AI-powered visual search capabilities, allowing users to take a photo of a product to instantly access details, prices, and purchasing options. The feature is particularly popular for fashion and home decor, where images provide a more precise search experience than keywords alone. Additionally, Google’s Circle to Search feature lets users shop directly from videos and social media, seamlessly linking content with eCommerce, all without switching apps. The update has rolled out across Android and iOS devices, initially focusing on popular holiday shopping categories such as toys, electronics, and beauty.

“AI-powered visual search is a step forward in eCommerce, making it easier for shoppers to browse and discover new products,” said Joe Kwong, head of business development at Agora. However, he notes that it’s currently more of a browsing tool than a major driver of sales.

Visual Search: A New Tool for Discovery

Visual search not only helps consumers find items they’re already interested in but also introduces them to new brands and products. For example, Poshmark’s Posh Lens tool enables users to search for secondhand fashion items by simply uploading photos, addressing a common consumer frustration: spotting items they like but struggling to locate them online.

Greg Zakowicz, an eCommerce expert at Omnisend, highlights the potential of AI-powered search to deliver personalized recommendations based on past search and purchase history:

“AI search can display relevant results and predictive product suggestions...helping to increase search sales, add-on sales, and increase new product and brand discovery,” Zakowicz said.

The Path Forward for Retailers and Manufacturers

To fully harness the potential of AI visual search, retailers and manufacturers must adapt by presenting product images in a way that’s both visually appealing and AI-recognizable. Anthony Miyazaki, a marketing professor at Florida International University, points out that social media and search algorithms already deliver results based on prior viewing and purchase behavior, allowing for greater personalization.

“AI image searches will provide consumers with the exact item, down to the brand, model, style, and color scheme,” Miyazaki explained. He compared this process to Amazon’s suggestion algorithms, which refine search results based on related items and customer preferences.

How to Try Google Lens

Using Google Lens on Android

• Open the Google app: Most Android devices come with the Google app pre-installed.

• Tap the Camera icon: In the search bar, tap the Google Lens icon (it looks like a small camera).

• Grant Permissions: If this is your first time using Lens, you may be asked to grant camera access.

• Point and Search: Point your camera at the object or text you want information about, and Lens will display details, such as product options, links, or translations.

• Alternative for Android Photos: Open any image in the Google Photos app and tap the Lens icon to identify items in saved images.

Using Google Lens on iOS

• Download the Google App: If it’s not already installed, download it from the App Store.

• Open Google Lens: Open the Google app, and tap the Lens icon in the search bar.

• Point and Search: Point your camera at any object, landmark, or text to search, identify, or get more information.

• Alternative for iOS Photos: Use Google Photos to open any saved photo and tap the Lens icon to search based on image content.

With Google Lens, users can search visually to identify products, translate text, and explore information with a tap, whether browsing live or using saved photos.

AI Visual Search and the Future of eCommerce

Although AI-driven visual search tools open doors for greater product discovery, Kwong suggests that influencers and live shopping experiences are still more effective for driving direct purchases. Visual search enhances browsing and exploration but doesn’t yet match the impact of interactive or influencer-driven shopping, which creates urgency and connection for buyers.

As tech companies refine their visual search tools, consumer acceptance and technology advancements will determine whether these AI-powered features become central to online shopping. With Google, Amazon, and other tech giants leading the charge, visual search may soon redefine how people shop—shifting eCommerce from search boxes to smartphone cameras.

Editor’s Note: This article was created by Alicia Shapiro, CMO of AiNews.com, with writing, image, and idea-generation support from ChatGPT, an AI assistant. However, the final perspective and editorial choices are solely Alicia Shapiro’s. Special thanks to ChatGPT for assistance with research and editorial support in crafting this article.