As marketers increasingly seek to connect images to products sold online and in-stores, intelligent image recognition solutions provider ViSenze has rolled out new visual search offerings aimed at expanding visual commerce to social media, messaging platforms and more.
It’s a move that makes sense amidst research suggesting that by 2020, an estimated 50 percent of searches will come from images and voice. Google and Snapchat have both issued updates related to furthering their image recognition and visual search capabilities. But what does ViSenze’s Visual Commerce Platform actually allow marketers to do?
Here’s how it works: The platform uses AI and machine learning to aggregate and categorize products from various sources and then recommend items based on the products visual attributes like color, shape, style, and more. So, when using a variety of applications that can integrate with ViSenze’s platform, users can take photos or upload images on mobile in order to immediately see that product — or a very similar one — available for purchase.
“With a product catalog of over 100M items from over 500 stores worldwide, including large retailers like Amazon and luxury fashion sellers like Yoox, consumers are delivered relevant recommendations that match their initial search,” ViSenze said in a press release.
“In today’s digital world, shoppers are inspired to purchase through many online interactions — whether it’s through photos taken on a smartphone, images shared with friends on messaging apps, while scrolling through social media feeds, or while browsing the web,” said Oliver Tan, Co-Founder and CEO, ViSenze. “ViSenze’s platform [aims to] allow brands to reach customers during these moments and capitalize on their desire and willingness to purchase when they’re most inspired.”
And for omnichannel retailers, the ability to use the platform to connect inspiration with purchase through messaging apps may be a particularly compelling use case: A majority of Gen-z teens (52 percent) say they spend three or more hours per day on messaging apps — but texting doesn’t rank in their top three mobile activities at all, according to a report from Think With Google.
In any case, image searches are on the rise across demographics — Millennial moms reportedly use Pinterest’s image search feature in large numbers, for example — but marketers need AI to process the mass quantities of visuals, as well as the data points generated in searches for them.
“We as humans simply don’t have the capacity to process the volume of visuals that exists today,” Tan wrote in an article for Forbes. “Only AI has the ability to process the floodgates of data, and it’s our best chance to build real-time, responsive intelligence that bridges the world of mobile content and monetization.”