A picture is worth a thousand words. Thanks to Visual Search - now it really is.
While we look to Voice Assistants like Siri and Alexa to be the (eventual) replacement of the Google search bar, improvements in technology are creating another form of search while we wait.
Visual Search.
Simply, I can now take a photo of something that I want, like a new pair of Nikes, and the technology will instantly recognize them, showing Visual Search results based on the photo.
In an instant, it will show me a link to the Nike Store, as well as a link to a similar pair of Adidas in the same color-way for half the price. It will also showcase a heap of other similar shoes that might inspire, and take me on my favorite journey of spending more than I should in a few clicks. See below example.
How does it work?
Visual Search is possible due to Machine Learning. Machine Learning tells the computer (being my phone) that the image I've taken is of a pair of shoes, and that it has seen these shoes before across the vast interwebs. The exciting part is that it doesn't just recognize them as just any pair of old shoes. It uses a million data points to ensure it's identifies the right color, the right fade, size, brand and everything else - all in about a second. Impressive.
Previously, this technology has been listed as a work in progress, but a few companies are now getting the hang of it – which leave a big opportunity for both brands and customers.
Who is driving it?
The most impressive use of Visual Search is through a platform where it's right at home - Pinterest.
Pinterest has a mandate to inspire and create discovery, and they released 'Lens' a few months ago to capture an audience that are visually-led. Just look at Snap or Instagram Stories for this type of person. They can snap a photo of whatever they like, in Pinterest's case, mostly design, home-ware or stylish clothing, and boom - here's more inspiration at your finger tips.
The most compelling case connected to this is the potential to revolutionize the shopper journey - allowing people to shop for anything they see (and take a photo of) and be within the e-store in an instant. Talk about an e-commerce dream. Brands are starting to take notice, with Target in the US recently embedding the technology with their app suite and product list too.
Google aren't far behind here with Visual Search either, as you'd expect with any technology that will impact their search bar. At their developer conference earlier in the year (see below) they spoke to their 'Lens' product too, and although it's listed as Coming Soon - I'd expect we may see it within the next Google Pixel phone due out at the end of 2017.
The internet is, and always will be a place of discovery. As technology evolves, the way we do this will change. Visual Search is one to keep an eye on.