Google expands AI for Search and Lens - and starts placing ads
Key Points
- Google is introducing new AI-powered features for web search and Google Lens that will allow users to analyze video content, use voice input and get more detailed product information.
- The Circle to Search feature lets users identify songs they hear in videos, movies or on websites without having to switch apps. Users in the US will also see a new AI-powered results page for recipes and food inspiration on mobile devices.
- Google is integrating advertising into AI overviews and visual search with Google Lens. By the end of the year, shopping ads will appear above and alongside Lens search results, connecting advertisers with users who are ready to buy.
Google is rolling out new AI-powered capabilities for its search engine and Google Lens. Users can now analyze video content, use voice input, and receive AI-generated summaries of search results.
According to Liz Reid, VP of Google Search, Lens now handles nearly 20 billion visual queries monthly. A new feature lets users ask questions about videos they capture with Lens by holding the shutter button in the Google app and speaking. The system then analyzes both the video and question to generate an AI summary.
Users can also now ask voice questions about any photos taken with Lens. This works globally in the Google app on Android and iOS, but only for English queries initially.
Shopping features in Lens are improving too. Users get more detailed product info when capturing items with the camera, including reviews, price comparisons and purchase options. A new "Circle to Search" function lets users identify songs playing in videos, movies, or websites without switching apps.
Video: Google
For general web searches, Google is introducing an AI-organized results page in the US, starting with recipes and food queries on mobile.
Ads coming to AI features
Google also announced it will integrate ads into AI summaries and Lens results. This is active in the US and expanding to other countries soon. Ads will be clearly labeled as "Sponsored."
Shopping ads will appear above and beside Lens visual search results later this year. Google says this will connect advertisers with purchase-ready users. Existing AI-enhanced search, Shopping and Performance Max campaigns will automatically extend to the new formats.
Video: Google
An updated AI overview design that's been in testing is now rolling out widely. Google claims it drives more traffic to sources than the previous version, but didn't provide specific metrics.
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