As people, we gather information using multiple senses and inputs. While it’s always been hard for computers to make sense of the world in this same way, we’re getting closer, thanks to developments in computer science.
At Google, we started with text search, and over the years, we’ve introduced other natural ways of exploring information, like searching what you see using your phone’s camera, asking questions aloud with your voice, or even humming to figure out the name of a tune stuck in your head.
At our recent Search On event, we shared how we’re going even further beyond the traditional search box to create search experiences that help people make sense of the world in more natural and intuitive ways. Here are some highlights and a look at what these changes mean for marketers.
Helping people make sense of the world in natural, intuitive ways
People naturally use a combination of inputs to explore information. That’s why, earlier this year, we introduced multisearch, a new way to search using images and text simultaneously, similar to how you might point at something and ask a friend a question about it. Multisearch is available globally in English, and we’re excited to be expanding it to over 70 new languages in the next few months.
Part of making search more natural is making it more visual. Google Maps is becoming more immersive, so people can get a feel for a place before they even go there. And, using advanced computer vision, we’re making it magically seamless to translate pictures with Lens.1
Creating a more visual Search is particularly helpful for shopping, so we’re making it even easier for people to shop online, whether they know exactly what they’re looking for or are seeking inspiration on Google. Now when people type the word “shop” followed by whatever they’re looking for, they’ll get a shoppable display of products from retailers and brands — just like they’re window shopping online.2
These announcements, along with many others from Search On, show how we’re transforming search to go beyond the traditional search box to be more natural and intuitive.
What this means for the future of advertising
For marketers, the evolution of search means new opportunities to connect with customers in similarly more natural, intuitive ways.
For example, now, when shoppers look for products, they can scroll through visual results with more browseable product images across free listings and, soon, ads. We’re continuing to make products more discoverable by providing new ways to surface product images, lifestyle shots, and helpful information through your Shopping ads.3