![]() ![]() Some interesting new features added to Google Lens include the ability to see popular items on a restaurant menu highlighted, with links to their photos and user reviews if available in Google Maps the ability to recognize a bill and calculate the tip and, if you are splitting the bill, everyone’s share and the ability to activate digital content in AR form from physical media like magazines and newspapers. The company touted that Google Lens has been used more than 1 billion times, and just as its search engine has indexed the web, Lens is indexing the real world. In addition to AR integrations in search, Google is also adding its visual search product Google Lens into search as well. Given how the other AR experiences from the likes of Snapchat and Facebook have added support for direct purchases, it seems inevitable that Google will soon make its AR objects in search results shoppable too. ![]() According to CNet, developers can add support for their own 3D objects by adding “just a few lines of code,” and Google says it is already working with NASA, New Balance, Samsung, Target, Volvo, and other groups to add support for their 3D models. Nevertheless, this presents a new channel for brands exploring AR as an intuitive way for consumers to examine products in details, such as IKEA and Target, to engage with more consumers via search. For example, Google demoed an AR experience featuring a virtual pair of New Balance sneakers, which launched directly from the search results, but stopped short of making the sneakers directly purchasable. This addition, which will start to roll out later this year, will no doubt continue to broaden the reach of mobile AR and allow brands to engage more people with their 3D assets. Kicking off the keynote with its core search product, Google announced it is integrating AR features directly into the search results, allowing users to view 3D objects either in 360-degree view or place them in their surrounding environment for further inspection. Of course, a helpful Google is also a Google that most users will happily trust their data with, and that’s exactly what Google is counting on.ĪR Integrations with Search and Google Lens Emphasizing “helpfulness,” aka providing value to users via convenient access to information and Google services, is a smart move for Google at a time when public opinion is souring on big tech. CEO Sundar Pichai proposed that the company mission is to “create a more helpful Google for everyone,” and this statement was echoed throughout the keynote. There was no mention of VR or Google’s new game-streaming service Stadia, likely because Google is saving gaming-related announcements for the E3 event next month.Īll things considered, this was a solid, if a little unexciting, outing for Google as it doubles down on what works well for its products and continues to steer users towards AR and voice to capture new sources of growth for its search business. Partly thanks to heavy leaks prior to the event, this keynote was light on show-stopping surprises and innovations, focusing instead on improving what Google already does well”Š-”Šsearch is now supercharged with AR features Google Assistant gets a speedy upgrade and becomes more capable as the conversational user interface for Pixel phones podcasts received some attention, but not as much as extensive talks on privacy features and accessibility programs. ![]() Tech conference season continues as Google took the stage to share its latest updates with the world in a 2-hour keynote address that kicked off its annual developer event. For the full version, please contact our VP of Client Services, Josh Mallalieu ( ) to send a request. What Brands Need To Know About Google 2019 IO Keynote (1)Įditor’s Note: This is an abridged edition of our Fast Forward newsletter on the latest announcements from Google’s annual developer conference and their brand marketing implications. ![]() Google doubles down on AR and voice, unveils affordable Pixel phones and new smart display, and emphasizes privacy and accessibility ![]()
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