Anyone who’s on Instagram has undoubtedly come across a photo and wondered – “where is that, and how do I get there”? Probably on a daily basis. Thanks to easyJet’s new app feature, now you can find out, and book a flight there in a couple of taps.
According to the company – “Simply take a screenshot of a European destination you like the look of and upload it to Look&Book in our app. We’ll then tell you where it is and which flights will get you there.”
Why it’s hot:
While it’s a great example of turning a ubiquitous behavior into a simple utility, more importantly, it’s another signal that image recognition technology is about to become commonplace.
Google just released Google Lens, and while we are mandated to go into frenzy mode, a closer look makes the unveiling a bit lackluster after all is said and done.
According to Google’s CEO, “Google Lens is a set of vision-based computing capabilities that can understand what you’re looking at and help you take action based on what you are looking at.”
Sound familiar? It should…
The tech and use cases are not new. Yelp has long been using Monocle, Amazon has already introduced Flow, and Pinterest Lens has been around for a while. Also, this looks more like a Google Goggles 2.0 release. Since people were not ready for that, seems they have modified it to better fit existing behaviors vs. developing new ones.
What sets this apart from the rest is that, with Google being a search-driven platforms, the capabilities of the product are extended. But this may not be a good thing. While Amazon, Yelp, and Pinterest uses are more narrow and specific, resulting in the likelihood of desired results, the vastness of Google increases the chances of the results missing the mark. For example, I point it to a flower expecting to know where to buy it, and instead, it tells me whether it’s poisonous or not.
Now, what makes this unique is how it can integrate with Google Assistant, allowing users to use voice, images, or a combination of both to conduct searches. This also allows it to live across multiple Google platforms, which makes the adoption of the tech more likely.
This is where it gets interesting for advertisers. If this takes off, this gives us an entire new way to connect with consumers across all of Google’s products, and will probably force us to rethink the customer journey. While unknown, it’s exciting given new uncharted “media frontiers” don’t come about that often. From a data collection standpoint, it can also give us new (and hopefully) better way determine use intent.
Why It’s Hot
It’s surprising to see a tech giant unveil something so “meh”.
On the bright side it’s an opportunity for our brands to begin testing a new tech with a solid potential of adoption.
It’s a good example of a tech company pivoting to better suit existing behaviors vs. developing new ones.