Google is leveraging its latest Gemini model to add new AI-powered elements to search, providing an enhanced search experience.
This will ideally encourage more users to continue searching on Google and also make them less likely to shift their search behavior to something like ChatGPT instead. Modern AI chatbots pose an existential risk to Google’s core business, because the more they are activated, the more they will be discovered elsewhere.
Of course, Google wants to curb this as much as possible.
First, Google is adding a Google Lens search feature to its desktop Chrome browser, allowing you to perform searches based on anything you see on your screen.
As seen in the video overview, you can now tap on the Lens icon and select anything on your desktop screen to perform a Google search of that object.
According to Google:
“Google Lens already makes it easy to search what you see on your phone, and in the next few days, our latest Chrome update will bring the same functionality as Google Lens directly to your desktop browser, meaning you can easily select, search, and ask questions about anything you see on the web, without having to leave your current tab.“
This can be a great help for people looking for a specific item to buy, as they can easily search based on visual cues. It also helps Chrome users establish new discovery habits, as the Lens button is always easily accessible.
Google is adding new AI-powered integrated product listings to Google Shopping results.
As you can see from this example, if you have multiple tabs open when searching for a particular product, Google can generate a comparison page to make it easier to compare them side by side.
“Imagine you are searching for a new Bluetooth portable speaker for your upcoming trip. However, product details and reviews are scattered across different pages and websites. Soon, Chrome will offer to generate a comparison table with suggestions on the side of the tab. By bringing all the important details like product specs, features, price, and ratings in a single tab, you can easily compare and make an informed decision without having to switch between tabs multiple times.”
This can be a great help for shopping and an easy way to improve your Google product search experience over potential competitors.
Finally, Google is using conversational queries to make it easier for you to find pages you’ve visited in Chrome so you can get back to them.
“Just access your history and type something like, ‘Where was that ice cream shop I saw last week?’ and Chrome will surface relevant pages from your browsing history. Using this feature is entirely optional and you can easily turn it on or off in Settings. This feature does not include any Incognito browsing data.”
These are clever additions that leverage Google’s existing market dominance to enhance its search tools.
That’s what Google really needs to do: it’s already where the vast majority of people search, and if it can continue to enhance the service with new AI-based features, it will be able to remain a leading destination even as the search race heats up.
From a marketing perspective, there isn’t much to be gained from these updates as they are based on product information that may already be on the page. However, if you haven’t included all of your product details and comparisons to competitors, then you may want to consider a second element.
But again, we want to keep Google top of mind for product search, so we’ll continue to optimize our Google listings for the foreseeable future.
