Google has launched a new feature for Google Lens that allows in-store shoppers to receive tailored search results, making the shopping experience more seamless by blending the best of online and offline browsing. This update enables users to take a picture of an item in-store and instantly access a wealth of product information, including reviews, price comparisons, and lists of similar items available within that store.
Personalized Shopping Experience at Your Fingertips
The new feature is designed to enhance the in-store shopping experience by showing shoppers relevant information based on what they are holding. For example, if a shopper is considering a Play-Doh set for a child, they can take a photo of the box with Google Lens to instantly see product reviews, compare prices with other stores, and discover similar items available right there in the store. This functionality is currently available for beauty products, toys, and electronics, with plans to expand to other categories in the future, according to Lilian Rincon, Google’s VP of product management.
Bridging the Gap Between In-Store and Online Shopping
This move comes in response to growing trends in consumer behavior, with over 70% of American shoppers using their smartphones while browsing in-store, according to a survey by Google and Ipsos. By offering a bridge between in-person and online shopping, the updated Google Lens aims to make in-store shopping more informed and efficient without changing the natural flow of a shopper’s experience. “It’s about how do we incorporate AI in the everyday workflow to make it a much more useful, helpful tool for consumers,” Rincon explained.
A More Efficient Shopping Tool Powered by AI
The feature is powered by Google’s Gemini generative AI model, though the AI aspect is kept behind the scenes to preserve the simplicity and user-friendliness of the experience. The new Lens function is available to all Google app users who have opted into location sharing and works with retailers that have provided their inventory data to Google.
For more details on Google Lens’ new shopping capabilities, visit Marketing Dive.