Source: Unsplash
In August 2024, Google launched two AI-powered features that make it easier for customers to find and compare products online. One of them is a Google Lens feature new to desktop, while the other allows for comparison between products open on your tabs. Find the full rundown of what they do and how you can use them here.
Upgrading Online Business
We have covered extensively how new technology, and specifically generative AI, is upgrading the retail sector. That’s just one kind of business model that is benefiting from AI, as everything from artistry to navigation is also getting smarter. Thanks to a new generation of AI-powered tools, building and dealing with online businesses is going to get better for everybody involved.
Online business is booming and will only get even bigger in the coming years. As more industries go online, AI tools will help with the seamless integration of products/services with everyday life. We have already seen several industries created by the internet, most notably online streaming and iGaming. Through them, users watch TV or can access a library of online slot games that wouldn’t exist without the internet. These internet-native services, e-commerce included, will be the first to embrace new technologies that make them more efficient, and more appealing to customers.
Google Lens Desktop Integration
The first retail-friendly upgrade from Google is Google Lens desktop integration. Initially released for mobile in 2017, Google Lens uses machine learning to identify objects visually and then find information about said objects online. In a retail context, it enabled users to see an item in an image on their phone, scan it using its intuitive ‘Circle to Search’ function, and find a store page where they could buy the item.
Now this feature has made its way to the desktop, occupying a new place on the right side of the address bar. Desktop integration has been a long time coming, as many Google Lens features have already made their way to other services like Google Photos and, of course, as part of Google Gemini’s smart search functionality.
According to retail trend data from HubSpot, a narrow majority of 34{7df079fc2838faf5776787b4855cb970fdd91ea41b0d21e47918e41b3570aafe} find new products by searching the internet. Behind that, an even 26{7df079fc2838faf5776787b4855cb970fdd91ea41b0d21e47918e41b3570aafe}-28{7df079fc2838faf5776787b4855cb970fdd91ea41b0d21e47918e41b3570aafe} spread chose retail stores, social media, TV ads, and word of mouth. This was to be expected, but Google’s new search features will definitely have a profound impact on how users find products online. If image search features like Circle to Search go mainstream, it could also reshape how stock images and affiliate advertising work at a fundamental level.
Google’s New Tab Comparison Feature
While Google Lens’ image search is an old friend, Google’s Tab Compare feature is a brand-new tool that makes product research easier for customers. With this tool, you can use AI to scan your open tabs and scrape information about the products on them. This means you can open multiple Amazon, Shopify, and other storefront pages, activate this tool, and get a quick and readable breakdown of each product compared to one another.
To do this, Google creates a simple table that lists the name, source, price, reviews (out of five stars), and a summary of the product itself. For electronic devices, it’ll even find and display power output information, estimated battery life, and shipping weight. Avid shoppers know that this is only part of the buyer’s journey, but it’s made all the easier thanks to Google’s Tab Compare feature. With this feature, store owners and SEO experts should focus on making product information clear on-page for Google’s AI to find. That way, they can battle competitors directly in this nifty AI-generated comparison table.
These features are live for US users right now and will most assuredly make their way to other countries if they prove to be successful. While they might not arrive with much fanfare, both can change the retail landscape online in profound ways if they become the new way to shop.
