When David Pierce covered the transitional birth of Google Lens for WIRED in 2017, he called the tool “a long-term bet for the company and a platform for many use cases.” In the following years, as Google Lens survived other experimental forays, senior writer Lauren Goode wrote about the long journey toward perfecting visual search queries.
Five years later, Google Lens is still great for identifying strange plants and helping students with algebra homework. The longer it sticks, the more it seems to encompass. Have you ever used reverse image search? It is now powered by Google Lens. Lens software inside augmented reality glasses prototyped at Google I/0 2022? Unconfirmed, but very possible.
Google CEO Sundar Pichai touted a world full of augmented reality accessed without a smartphone at the company’s presentation in May. He said: “These AR capabilities are already useful on phones, and the magic will come alive when you can use them in the real world without technology getting in the way.”
Wanting to better understand what’s in store for Google Lens, I visited the company’s office in San Francisco and sat down with Lou Wang. He is a director of product management at Google who has worked for years at Lens.
When asked about how he balances building quality features for now and building for the future, Wang seems convinced that phones and desktops will continue to dominate the present. “I’m personally very excited about the glasses, but it’s going to take a while to ramp up,” he says. “So we’re very focused on smartphones, understanding that some of the things we’re talking about, like scene exploration, become more powerful when you don’t have to take your phone out.”
After that conversation, I took a vacation to Yosemite and contemplated what’s in store as AR applications are layered over real-world spaces, even locations we visit to unplug and experience the natural world Below are five future situations involving Google Lens. Predictions are illustrative, not global.
Hiking trails guided by AR
It’s 2030 and you’re amazed at the way the electric car automatically navigates the winding mountain roads when you reach what’s left of Yosemite. A motor in the car’s air purification system whistles incessantly on this smoky morning. When you look out the window, Google Lens draws outlines of cliffs visible on clear days.
After arriving at the campground and pitching a tent, travel south to the Mariposa Grove Trail. About halfway through the hike, notice a trail sign that says, “Enable AR for Historically Accurate Reenactments.” All right. A flashing arrow now floating in the air points you in the direction of the fallen tree in the Wawona Tunnel. When you turn the corner, all that exists is a small charred log. A towering 3D model of the mammoth plant is opaquely overlaid. You stand in the distance and watch as the horses pretend to transport families through the tunnel. On the way back to the car, you wonder why men used to dress like that.
SEO strategies focused on unique images
You’re in Yosemite for a night to relax, sure. You’re also here to take some amazing and colorful product shots for a budding e-commerce store that sells custom climbing gear. As more people use product photos and short videos to shop with Lens and store search tools powered by Lens, this is one of your favorite SEO methods. Unpack the lighting equipment for the shoot as the sun begins to set. The photos you capture will be recreated by rival companies that use artificial intelligence programs to get the best shopping results for items like carabiners.
Think of your photographic touch as a human capturing that special essence. You wonder if you’re stupid.
Late night snacks chosen by algorithms
It’s late at night when you finish the photo session. None of the camping snacks you packed in your bear box, a relic of various ecological eras, look tasty. Ask the car to pick up snacks at the only nearby gas station open all night. It’s 45 minutes by car, one way. You fall asleep under the stars next to the concrete-filled fire pit.
A soft noise coming from the glasses lets you know that the car has arrived. A video sent by the car flashes in front of your face using Google Lens. As you approach the various ice cream flavors on offer, the AR software notices your gaze and circles the top three flavors based on previous late-night snack purchases. Tonight, you want something new and say out loud at the campsite, “The most popular flavor near me.” A digital blue cat descends from the top of your altered vision plane and sits on top of vanilla ice cream mixed with animal cookies. Almost too excited, you whisper, “Buy. Confirm.” A small arm extends from the car and places the treat in a compact freezer.
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