Google introduces AI-Powered Multisearch in Lens

Google this week introduced AI-Powered Multisearch in Lens, leveraging generative AI to provide more comprehensive and informative search results.

When users point their camera at an object or scene and ask a question, Google will now provide an AI-powered overview that combines text and images from across the web.

This means that users can now ask more complex questions about what they see and get more detailed answers. For example, if they see an unfamiliar board game at a yard sale, they can take a picture of it and ask "How do you play this?" and Google will provide a detailed overview of the game, including rules, instructions, and reviews.

Google gives an example: imagine you’re at a yard sale and you come across an unfamiliar board game. There’s no box or instructions, so immediately some questions spring to mind: What is this game and how is it played? This is where the new multisearch experience can help.

Google Lens is a visual search technology developed by Google that uses artificial intelligence to analyze images and text. It was first introduced in May 2017 at Google I/O. Google Lens can be used to identify objects, translate text, and find information about places and things. It can also be used to scan QR codes and barcodes.

Google this month introduced as well Circle to Search, enabling users to search for information on their Android phone screen without switching apps. By simply circling, highlighting, or scribbling on an image, text, or video, users can get relevant search results without leaving the app they're currently using.

Impact on Marketing

These new search features have the potential to revolutionize the way marketers reach their target audience and deliver relevant content. By making it easier for users to find information in a more natural and intuitive way, Google is making it more likely that they will encounter and engage with marketing messages.

In particular, Circle to Search could be a valuable tool for marketers who want to reach users on social media or in video content. By allowing users to search for information directly within the app, Circle to Search could help marketers capture their attention and drive traffic to their websites or landing pages.

AI-Powered Multisearch could also be a powerful tool for marketers who want to provide more personalized and relevant experiences for their customers. By understanding the context of a user's search, AI-Powered Multisearch could deliver more targeted and useful information, which could lead to increased conversions and customer satisfaction.

Overall, Google's new search features are a step forward in the evolution of search technology. By making it easier for users to find information in a more natural and intuitive way, Google is making it more likely that they will engage with marketing messages and ultimately achieve their goals.