Google takes Search to the next level with its newest search feature, Multisearch

On April 7, the company announced the launch of a new “Multisearch” feature that lets you search both images and text using Google Lens, the company’s image recognition tool. Multisearch allows users to search by image and add text to that specific image search, helping refine the search experience like never before.

The Search tool is most useful for queries seeking out visual results, such as those relating to fashion and interior design. With the feature, you can pose a question about an object in front of you and/or fine-tune your search results by brand, color or visual attributes.

This is how Multisearch is designed to work: 

  • Open the Google app on your phone
  • Tap the Google Lens camera icon next to the search box
  • Snap a photo of any item around you
  • You may also use an image in your gallery or screenshot something on your screen
  • Swipe up to bring up visual matches
  • Click on the “+ Add to your search” button, where you can add text to your image query

Say your favorite shirt isn’t available in your desired color. You can pull up an image of the shirt and add the text “pink” in the search query, and then Multisearch will show results with the same shirt in your preferred color.

In a different example, say you’re looking for curtains and want to make sure they match your room decor. You can take a photo of your room and add the text “curtains” in the search query to find curtains that Google thinks complement your room decor.

Google initially teased the launch of the new search feature last September and revealed it would be rolled out in the comings months after a series of testing and evaluation. Starting April 7, the feature is available in its beta version for US-based English searches. 

While it’s ultimately Google’s way of delivering relevant visual search results, Multisearch could open up new opportunities for marketers to diversify the way their audiences access and interact with their content.

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