How Visual Search is Shaping Consumer Behavior and Unlocking New Opportunities for Brands

I first experienced the magic of visual search when I wanted to identify a bottle of wine I enjoyed at a dinner party. Using Vivino, I snapped a photo of the label and instantly found reviews, ratings, and stores that carried it. Since then, I’ve used visual search for everything from comparing prices on electronics, to finding replacement parts for broken machines, and learning about architectural landmarks.

These everyday examples reflect how visual search simplifies complex tasks, enhances convenience, and integrates seamlessly into modern living. It’s no wonder the global visual search market is expected to grow from $35.51 billion in 2023 to $150.43 billion by 2032.

The Surge in Consumer Demand for Visual Search

Studies show that 74% of consumers find text-based searches inefficient. That’s why they are increasingly turning to visual search as a powerful tool that bridges the gap between discovery and action. Unlike traditional text-based searches, which often require precise wording and frustrating trial-and-error, visual search provides an intuitive, efficient, and visually engaging alternative.

Why struggle with keywords that produce irrelevant results when, with a quick photo, we can receive instant relevant information or price comparisons from multiple retailers?

This demand for visual search is particularly strong among younger generations. Millennials and Gen Z, who are more visually inclined and tech-savvy, are leading the charge. 62% of millennials report preferring visual search over traditional methods, with this trend especially pronounced in Asia. Platforms like Taobao’s FashionAI in China cater directly to these preferences, offering seamless product discovery for everything from clothing to electronics. By snapping a photo of a dress or gadget, users can instantly access similar or exact matches, turning inspiration into action with minimal friction.

Visual search is also gaining traction in the luxury market, where personalization and convenience are key. Farfetch, a UK-based global luxury fashion platform, has integrated visual search into its e-commerce experience to meet the expectations of a younger, tech-savvy clientele. By allowing customers to upload images of clothing or accessories they admire, Farfetch provides seamless access to similar or exact luxury items from its catalog, elevating the online shopping experience and matching the exclusivity of high-end purchases.
The rise of visual search is more than a technological trend—it’s a response to consumers’ desire for immediacy, simplicity, and a visually engaging way to explore products. As shoppers increasingly expect brands to provide this capability, businesses that fail to adopt visual search risk losing relevance in a fast-evolving marketplace.

The Role of AI and Technology in Visual Search

AI and machine learning have propelled visual search from an intriguing concept to an essential tool for everyday life, making searches faster, smarter, and more accurate.

The technology’s ability to identify objects, understand context, and deliver precise results has fundamentally changed how we find and interact with information.

One of the most transformative tools I’ve personally used is Google Lens. Whether identifying a plant on a hike or comparing prices on a new laptop, Google Lens has consistently delivered quick and reliable results. With over 10 billion searches processed every month, its versatility extends far beyond simple identification. Its recent Multisearch feature, which allows users to combine visual and text inputs, feels like a natural extension of how we think—mixing visuals with descriptive details to narrow down exactly what we need. This evolution underscores the immense potential of visual search to adapt to how we process the world around us.

For inspiration-driven discovery, Pinterest Lens has carved out a niche in the e-commerce world. Its ability to recognize over 2.5 billion objects allows users to seamlessly transition from browsing to buying. Imagine spotting a mid-century modern chair in a design magazine and, using Pinterest Lens, finding an affordable replica online? Platforms like Pinterest show how AI can merge aesthetic exploration with actionable results, opening up possibilities for creative shoppers.

In China, Taobao, powered by Alibaba’s FashionAI, has redefined the role of visual search in e-commerce. Instead of scrolling endlessly through product pages, users can snap a photo of an outfit or gadget and instantly find matches. This feature has become a cornerstone of Chinese online retail, where efficiency and immediacy are key. The platform’s seamless integration of visual search into the shopping journey reflects the sophisticated use of AI to enhance user experiences on a massive scale.

Apple’s Visual Lookup is a feature integrated into iOS devices that allows users to identify a wide range of objects, such as landmarks, animals, and plants, simply by tapping on a photo. This tool makes it easy to quickly gather information about various items, enhancing the way we interact with our surroundings. While primarily focused on identification, it serves as a handy tool for expanding knowledge through images without needing to manually search.

These advancements in AI-driven visual search aren’t just technological marvels; they’ve become deeply embedded in daily life. Whether helping me identify a replacement part for my robot vacuum cleaner or finding the perfect home decor item for my living room, the technology delivers a level of convenience and immediacy that feels indispensable. AI’s ability to continually learn and adapt means the future of visual search will only become more intuitive, making these tools an ever-present ally in our digital interactions.

How Brands Use Visual Search

Visual search is revolutionizing how people shop, learn, explore, and engage with the world. Its intuitive, image-based functionality makes complex tasks simpler, more accessible, and highly engaging. Here are 15 real-world examples illustrating how brands are capitalizing on this revolution and leveraging this technology across industries:

1. Product Discovery
   Platforms like ASOS enable users to upload photos of clothing to find exact or similar items. This feature is particularly popular among fashion enthusiasts looking to replicate celebrity or streetwear styles without knowing specific brands. By removing the guesswork from shopping, visual search bridges inspiration and purchase, driving both customer satisfaction and sales.
2. Price Comparison
   Google Lens allows shoppers to snap photos of products and instantly compare prices across multiple retailers. This feature empowers consumers to make informed decisions, particularly for high-ticket items like electronics or furniture.

3. Recipe Suggestions
   Apps like Samsung Food use visual search to analyze photos of pantry ingredients and suggest recipes tailored to what users have on hand. This tool is invaluable for home cooks who want to reduce food waste while exploring creative meal ideas. For example, snapping a photo of spinach, eggs, and cheese can yield numerous breakfast or dinner recipes within seconds.
4. Healthcare Assistance
   SkinVision is a mobile app that uses visual search and AI technology to help users assess skin health. By allowing users to take photos of skin spots or moles, SkinVision analyzes the images to evaluate potential risks, such as whether a mole may be indicative of skin cancer. The app provides users with a risk assessment and recommendations on whether further medical evaluation is needed, offering a convenient and accessible way to monitor skin health. This technology plays an essential role in early detection and empowers users to take proactive steps towards maintaining their skin health.
5. Educational Support
   Students are using apps like Photomath to solve equations or understand diagrams. By scanning a handwritten or printed problem, these tools offer step-by-step explanations, making complex subjects more accessible. This functionality is especially useful for visual learners and has become a staple for students tackling challenging homework assignments.
6. Travel and Exploration
   Travelers rely on Google Lens to identify landmarks, attractions, or cultural sites while on the go. For instance, snapping a photo of a historic building reveals its history, significance, and nearby points of interest. On a recent trip to Chile, I used Google Lens to learn more about a stunning cathedral, turning my curiosity into a richer cultural experience.
7. Automotive Repairs
   At NAPA Auto Parts, users can photograph car parts to match them with the correct inventory. This tool has a 90% success rate, helping customers quickly locate even obscure components. This technology eliminates the frustration of manually searching for hard-to-find parts, streamlining the repair process.
8. Art and Culture
   The Google Arts & Culture app allows users to identify artworks simply by photographing them. This feature provides detailed information about the artist, period, and context of the work, making museum visits more interactive and educational. Art enthusiasts can delve deeper into their favorite pieces without relying on external research.

9. Beauty and Cosmetics
   L’Oréal’s Style My Hair app enables users to upload selfies and receive personalized beauty product recommendations or tutorials. Whether matching a specific hairstyle or recreating a makeup look, this tool enhances the shopping experience by tailoring it to individual preferences.
10. Sustainable Fashion
    Platforms like Vestiaire Collective are exploring how users may find second-hand or eco-friendly alternatives to luxury fashion items. By uploading an image of a designer product, shoppers will be able to discover pre-owned versions or similar styles, aligning with their sustainability goals while saving money.
11. Furniture Shopping
    Wayfair’s app allows users to photograph furniture or decor to find matching pieces in its catalog. This tool is perfect for homeowners who want to recreate a specific aesthetic or complete a room design with complementary items. By bridging inspiration and action, Wayfair makes interior design more accessible.
12. Luxury Retail
    The Dubai Mall App incorporates visual search to enhance the in-store shopping experience. Users can upload images of products they’ve seen online or in other stores to locate similar options within the mall, making shopping more convenient and tailored to their preferences.
13. In-Store Purchases
    In the UK, Argos has integrated visual search into its app, allowing customers to snap photos of products they’re interested in and locate them in-store or online. This innovation reduces the time spent browsing aisles or catalogs, ensuring a seamless journey from discovery to purchase. By linking visual search with its real-time inventory system, Argos makes in-store shopping faster and more convenient for busy consumers.

14. Grocery Shopping
    Snapchat’s visual search feature identifies food packaging and wine labels, providing nutritional information, reviews, and pairing suggestions. This tool simplifies grocery decisions, making shopping more efficient for busy consumers.
15. Social Media Shopping
    Pinterest Lens connects users from visual inspiration to actionable shopping options. By uploading images of decor, fashion, or other items, users can discover where to buy them directly, eliminating the gap between desire and acquisition.

How to Begin and Find Success
Successfully implementing visual search requires a strategic approach, blending focused planning with technological and customer-centric execution. Here’s how businesses can effectively leverage this technology:

Start Small and Targeted
Begin by applying visual search to a specific, high-impact category where it can provide immediate value. For example, in the fashion industry, enabling users to upload photos of clothing or accessories can lead directly to sales, as demonstrated by platforms like ASOS. Starting small allows businesses to refine the technology, address challenges, and gather data on user behavior. Expanding into broader categories becomes easier once the initial implementation proves successful.

Invest in the Right AI Partnerships
Collaborating with established AI providers like Google Vision API, Amazon Rekognition, or Alibaba Cloud ensures access to cutting-edge visual recognition technology. These partnerships reduce the need to build solutions from scratch, accelerating the development process and minimizing costs.

Educate and Engage Users
Even the most sophisticated visual search tools require consumer education to drive adoption. Businesses should create intuitive onboarding experiences and marketing campaigns to demonstrate the technology’s ease of use and benefits.

Ensure Seamless Integration
To build trust and retain users, visual search should be seamlessly integrated into existing platforms without disrupting the customer journey. Testing and optimizing the feature across multiple devices—mobile apps, websites, and in-store kiosks—ensures consistency and usability. For instance, Pinterest Lens integrates seamlessly into its platform, allowing users to transition from inspiration to action without leaving the app.

Analyze and Iterate
Visual search technology improves over time with use. Collect and analyze data on how customers engage with the feature, including drop-off points and common searches. Use this feedback to refine algorithms, enhance accuracy, and expand functionality. Success stories like Google Lens show how iterative improvements, such as the addition of Multisearch, can significantly elevate the user experience.

Leverage Industry-Specific Opportunities
Customize visual search for your industry. For example, in retail, focus on product discovery and price comparison, while in healthcare, prioritize symptom identification. Tailoring the technology to meet specific customer needs increases relevance and engagement.

By starting strategically, investing wisely, and prioritizing user engagement, businesses can position themselves at the forefront of visual search innovation, driving both adoption and revenue growth.

History is filled with examples of individuals who took the punch, learned from it, and came back stronger. The next time you face rejection, don’t let it stop you. Let it fuel you. Because in the creative process, every punch you take may bring you one step closer to brilliance.

Sources:
• Zion Market Research
• Think with Google
• Social Media Today