Thanks to the advancement of artificial intelligence (AI), the way consumers interact with brands and products is changing
According to Adweek, from 2021, 35% of marketing professionals are already planning to optimize their strategies with visual search in the coming months. Traditional text-based searches, that for so long have been the pillar of digital interactions, are being seen as inefficient and not very intuitive to meet the needs of current consumers
Why Visual Search is Gaining Strength
What drives visual search to a prominent level in marketing is its ability to solve a central issue: convenience. Consumers, especially Generation Y, they are increasingly eager for direct interactions, quick and that involve minimal cognitive effort. The simple fact of using an image to find a product eliminates the complexity of describing with words what, many times, it's easier to show
The rise of visual search also coincides with the saturation of textual content online. On one hand, the keyword was the main currency of exchange on the internet, on the other, visual search is redefining this relationship. The consumer no longer needs to formulate long sentences or find the right words to describe what they are looking for. Just point your phone at an object and let the AI do the rest
Fashion, furniture and much more
Industries such as fashion and furniture were the first to embrace visual search marketing, and it's not hard to understand why. When a consumer comes across a piece of furniture or a clothing item that they like, the emotional connection is instant, and the faster he is guided from discovery to purchase, greater chances of conversion
But visual search is not limited to just these industries. Sectors such as automotive and electronics are experiencing growth in the adoption of this technology. In the automotive parts sector, for example, visual search eliminates ambiguity in the identification of components, while in the electronics sector, it facilitates the visual comparison of models and accessories
Success stories: from Google Lens to GPT-4
Some of the largest global players have already incorporated visual search into their platforms. Google Lens is one of the most well-known, allowing users to identify objects, translate texts and even search for information about products through images. The tool offers an experience that combines practicality with precision
Pinterest, in turn, took this technology to another level. With Pinterest Lens, users can identify more than 2,5 billion objects, connecting visual search directly to the buying journey. Imagine the power of this for brands: transforming a captured image into instant conversion is the type of engagement that every marketing professional desires
On the same path, Amazon innovated with StyleSnap, a tool that uses visual search to recommend fashion items to consumers. And Snapchat, with its advanced technology, it already allows the recognition of food packaging and even wine labels, opening new horizons for brands in these segments
Finally, the recent release of GPT-4, from OpenAI, designed with robust vision features. This AI model has the potential to elevate marketing to an even more sophisticated level, integrating vision and text in a fluid and powerful way
The Future of Visual Search and the Challenge for Brands
The visual search, meanwhile, also brings challenges. For the brands, the issue is not just adopting the technology, but ensure that it is used strategically, creating a truly integrated and consumer-centered experience
To prepare for the era of visual search, brands should optimize their images with detailed descriptions and invest in AI technologies that improve the accuracy of searches and recommendations. Be present on platforms like Google Lens, Pinterest and Amazon are essential for increasing visibility and facilitating the direct transition from visual search to purchase, creating a smooth and intuitive user experience
Furthermore, educating the public about the use of visual search and analyzing data generated by this interaction allows for effective adjustment of marketing strategies. This helps position brands ahead of the competition, leveraging the power of visual search to increase engagement and conversion
Those who are quick to recognize opportunities will have a significant competitive advantage. But it takes more than just adopting the technology – it is necessary to use it creatively, intuitive and, above all, focused on solving real problems for consumers
Everything indicates that the future of digital interaction will be increasingly visual. Companies that can fully explore the potential of visual search will be better positioned to capture customers' attention, they seek agile and efficient experiences
