Google executive: “Visual search is on fire”

At Google I/O 2025, a Google executive said it plainly: "Visual search is on fire." The opportunity for brands is massive. So is the risk for those who don't adapt. Google Lens already has over 1.5 billion monthly users. Now, through Search Live in the Gemini app, users can tap into real-time search using their phone's camera. At NP Digital, we're already testing how brands can get discovered in these visual-first entry points. Because let's face it, this isn't just a new input method, it's a whole new way of searching. "It's like hopping on a video call with Search."​ Demis Hassabis, CEO of Google DeepMind No more typing "how to fix a leaky faucet." Simply open the Gemini app and point your camera: Then ask (with words): "Why is this leaking?" This isn't a novelty feature. It's a fundamental shift in how users find, engage with, and buy from brands. ​Imagine what that can do for an e-commerce business?​ Let's break down why multimodal search is the next major battleground for discoverability. 1. Search is becoming instinctive and real-time. People can search for anything, anytime, anywhere. This opens up new search behavior across verticals like: DIY and home improvement Fashion and apparel Nature and outdoors Interior design and home decor Local services and repairs If your content isn't built to answer visual queries, you won't show up. 2. Optimization isn't just about keywords anymore. Visual-first experiences demand a new approach: High-quality, multi-angle imagery Detailed alt text and image metadata Structured markup for physical objects and how-to steps Support for image-rich pages that load fast and contextually match the visual query Brands that rely solely on copy and traditional SEO won't surface in multimodal results. 3. New surface = new competition. Multimodal search creates brand-new entry points, and you'll be competing based on: Visual clarity Real-time contextual accuracy Your ability to map visuals to useful, actionable answers Every brand could be more visual. Is your brand ready for visual-first search? Don't wait until your sales drop to find out. ​Book a strategy session with my team to talk about search evolution. We'll help you audit your strategy to ensure you're discoverable. Cheers, Neil Patel ​ ​PS: Not sure if your ads are optimized for a world where people show, not tell? The Ads Grader helps you evaluate your visuals, messaging, and placement potential in this new era of multimodal search. Try it here.​ ​ ​

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