A keynote at Google’s Marketing Live event showed a new AI-powered visual search results that feature advertisements that engage users within the context of an AI-Assisted search, blurring the line between AI-generated search results and advertisements.
Google Lens is a truly helpful app but it becomes unconventional where it blurs the line between an assistant helping users and being led to a shopping cart. This new way of engaging potential customers with AI is so far out there that the presenter doesn’t even call it advertising, he doesn’t even use the word.
Visual Search Traffic Opportunity?
Google’s Group Product Manager Sylvanus Bent, begins the presentation with an overview of the next version of Google Lens visual search that will be useful for surfacing information and for help finding where to buy them.
Sylvanus explained how it will be an opportunity for websites to receive traffic from this new way to search.
“…whether you’re snapping a photo with lens or circling to search something on your social feed, visual search unlocks new ways to explore whatever catches your eye, and we recently announced a newly redesigned results page for Visual search.
Soon, instead of just visual matches, you’ll see a wide range of results, from images to video, web links, and facts about the knowledge graph. It gets people the helpful information they need and creates new opportunities for sites to be discovered.”
It’s hard to say whether or not this will bring search traffic to websites and what the quality of that traffic will be. Will they stick around to read an article? Will they engage with a product review?
Visual Search Results
Sylvanus shares a hypothetical example of someone at an airport baggage claim who falls in like with someone else’s bag. He explains that all the person needs to do is snap a photo of the luggage bag and Google Lens will take them directly to shopping options.
He explains:
“No words, no problem. Just open Lens, take a quick picture and immediately you’ll see options to purchase.
And for the first time, shopping ads will appear at the very top of the results on linked searches, where a business can offer what a consumer is looking for.
This will help them easily purchase something that catches their eye.”
These are image-heavy shopping ads at the top of the search results and as annoying as that may be it’s nowhere near the “next level” advertising that is coming to Google’s search ads where Google presents a paid promotion within the context of an AI Assistant.
Interactive Search Shopping
Sylvanus next describes an AI-powered form advertising that happens directly within search. But he doesn’t call it advertising. He doesn’t even use the word advertising. He suggests this new form of AI search experience is more than offer, saying that, “it’s an experience.”
He’s right to not use the word advertisement because what he describes goes far beyond advertising and blurs the boundaries between search and advertising within the context of AI-powered suggestions, paid suggestions.
Sylvanus explains how this new form of shopping experience works:
“And next, imagine a world where every search ad is more than an offer. It’s an experience. It’s a new way for you to engage more directly with your customers. And we’re exploring search ads with AI powered recommendations across different verticals. So I want to show you an example that’s going live soon and you’ll see even more when we get to shopping.”
He uses the example of someone who needs to store their furniture for a few months and who turns to Google to find short term storage. What he describes is a query for local short term storage that turns into a “dynamic ad experience” that leads the searcher into throwing packing supplies into their shopping cart.
He narrated how it works:
“You search for short term storage and you see an ad for extra space storage. Now you can click into a new dynamic ad experience.
You can select and upload photos of the different rooms in your house, showing how much furniture you have, and then extra space storage with help from Google, AI generates a description of all your belongings for you to verify. You get a recommendation for the right size and type of storage unit and even how much packing supplies you need to get the job done. Then you just go to the website to complete the transaction.
And this is taking the definition of a helpful ad to the next level. It does everything but physically pick up your stuff and move it, and that is cool.”
Step 1: Search For Short Term Storage
The above screenshot shows an advertisement that when clicked takes the user to what looks like an AI-assisted search but is really an interactive advertisement.
Step 2: Upload Photos For “AI Assistance”
The above image is a screenshot of an advertisement that is presented in the context of AI-assisted search. Masking an advertisement within a different context is the same principal behind an advertorial where an advertisement is hidden in the form of an article. The phrases “Let AI do the heavy lifting” and “AI-powered recommendations” create the context of AI-search that masks the true context of an advertisement.
Step 3: Images Chosen For Uploading
The above screenshot shows how a user uploads an image to the AI-powered advertisement within the context of an AI-powered search app.
The Word “App” Masks That This Is An Ad
Above is a screenshot of how a user uploads a photo to the AI-powered interactive advertisement within the context of a visual search engine, using the word “app” to further the illusion that the user is interacting with an app and not an advertisement.
Upload Process Masks The Advertising Context
The phrase “Generative AI is experimental” contributes to the illusion that this is an AI-assisted search.
Step 4: Upload Confirmation
In step 4 the “app” advertisement is for confirming that the AI correctly identified the furniture that needs to be put into storage.
Step 5: AI “Recommendations”
The above screenshot shows “AI recommendations” that look like search results.
The Recommendations Are Ad Units
Those recommendations are actually ad units that when clicked takes the user to the “Extra Space Storage” shopping website.
Step 6: Searcher Visits Advertiser Website
Blurring The Boundaries
What the Google keynote speaker describes is the integration of paid product suggestions into an AI assisted search. This kind of advertising is so far out there that the Googler doesn’t even call it advertising and rightfully so because what this does is blur the line between AI assisted search and advertising. At what point does a helpful AI search become just a platform for using AI to offer paid suggestions?
Watch The Keynote At The 32 Minute Mark
Featured Image by Shutterstock/Ljupco Smokovski