Google has introduced a new feature for its Lens app aimed at enhancing the in-store shopping experience. This update allows users to take a photo of an item and receive tailored search results specific to the store they are visiting. The information provided includes product details, reviews, price comparisons, and a list of similar items available in-store. Currently, this feature is available for beauty products, toys, and electronics, with plans to expand to other categories in the future.
The new Lens feature seeks to combine the best of both in-store and online shopping by addressing the habits of modern consumers. A recent survey by Google and Ipsos reveals that over 70% of Americans use their smartphones while shopping in physical stores. The feature allows shoppers to access online reviews and price comparisons on the spot, enhancing their shopping experience without leaving the store. For example, a customer considering a Play Doh set can instantly view reviews and alternative product suggestions by simply snapping a picture.
Googles approach focuses on improving the brick-and-mortar shopping experience by providing information only on items available in-store, excluding products that are exclusively online. This strategy aims to maintain the traditional shopping experience while integrating useful digital enhancements. The updated Lens feature leverages Google’s Gemini generative AI model but does not emphasize the AI aspect, allowing users to interact with the app as they normally would.
The update is designed to seamlessly integrate AI into everyday shopping without altering how consumers use their phones. It is available to all Google app users who have opted to share their location data and works with retailers that have shared their inventory data with Google. This reflects Googles broader strategy to use AI to make consumer tools more helpful and intuitive, enhancing the shopping experience by providing relevant, real-time information.