Google has introduced a new feature to Google Lens, allowing shoppers to receive tailored search results based on their location within a store. This update, announced on Tuesday, aims to enhance the in-store shopping experience by providing shoppers with immediate access to product details, reviews, price comparisons, and suggestions for similar items available in-store.
Personalized Shopping at Your Fingertips
Now, when in-store shoppers use Google Lens to take a photo of a product, they can instantly access information about that item, including how it compares to competitors, reviews, and similar products that are available at that very store. The feature is currently available for beauty products, toys, and electronics, with plans to expand into more categories soon, according to Lilian Rincon, Google’s VP of product management.
The updated Lens search function merges the convenience of online shopping with the experience of browsing in physical stores, making it easier for customers to find the best deals and make more informed decisions while shopping in person.
A New Shopping Experience for the Digital Age
According to a Google and Ipsos survey, over 70% of Americans use their smartphones while browsing in stores. Rincon emphasized that while shopping in-store offers unique experiences, many people rely on reviews and price comparisons before making a purchase. With this new Lens feature, a customer shopping for a Play-Doh set, for instance, can snap a photo and immediately access relevant reviews, price comparisons, and discover other available toys.
This in-store functionality does not highlight the use of generative AI, powered by Google’s Gemini model, focusing instead on enhancing the shopping experience without changing how consumers already use their phones. “It’s really about incorporating AI into everyday workflows to make it more useful and helpful for consumers,” Rincon said.
Available Now with a Simple Opt-In
Google Lens’ new feature is available to all users of the Google app who have opted into sharing location data. It will work at any retailer that has shared its inventory data with Google, ensuring a seamless integration into the shopping experience.
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