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In today’s Google I/O 2017 keynote, the company is touting its advancements in machine learning and artificial intelligence — one of which is a new visual search tool called Google Lens.
Google CEO Sundar Pichai described Lens as “a set of vision-based computing capabilities that can understand what you’re looking at and help you take action.” The tool, he said, will initially be available in Google Assistant and Google Photos (both of which received several other updates, too).
In one example, Pichai showed Lens being able to identify a flower from a smartphone’s camera and offer additional information on the flower like you’d find in a Knowledge Panel. In another, he took a photo of a restaurant and Lens was able to pull up business details like you’d find via a Google Maps search — phone number, star ratings and more. Later in the keynote, Google’s Scott Huffman showed Lens working in tandem with Google Assistant. After taking a photo of a theater/club marquee showing an upcoming performance, Lens and Assistant were able to identify the band listed on the marquee and offer an option to buy tickets to the show on Ticketmaster.
On first glance, Lens is reminiscent of a 2009 technology called Google Goggles that offered the ability to do searches based on a smartphone photo. But Goggles was mostly just for identifying something; Lens has the ability to not only identify what’s in the photo, but also to give the added context of, for example, a restaurant’s phone number, its rating score and so forth (as shown in the GIF below that Google tweeted during the keynote).
We’ll have much more coverage coming soon from Google I/O. You an also catch up via our Google I/O 2017 keynote live blog on Marketing Land.
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Matt McGee is the Editor-In-Chief of Search Engine Land and Marketing Land. His news career includes time spent in TV, radio, and print journalism. After leaving traditional media in the mid-1990s, he began developing and marketing websites and continued to provide consulting services for more than 15 years. His SEO and social media clients ranged from mom-and-pop small businesses to one of the Top 5 online retailers. Matt is a longtime speaker at marketing events around the U.S., including keynote and panelist roles. He can be found on Twitter at @MattMcGee. You can read Matt’s disclosures on his personal blog. You can reach Matt via email using our Contact page.