Introduction to Google’s AI Mode
Google has announced an update to its AI Mode, which now supports visual search. This means that users can use images and natural language together in the same conversation to find what they’re looking for. The update is currently rolling out in English in the U.S. and is expected to make searching for products and information easier and more conversational.
What’s New in AI Mode
The update to AI Mode aims to address the challenge of searching for something that’s hard to describe. With visual search, users can start with a text search or an image, and then refine their results with follow-up questions. For example, if you’re looking for inspiration for a maximalist bedroom, you can start with a search for "maximalist bedroom inspiration" and then ask for "more options with dark tones and bold prints."
Visual Search Gets Conversational
Google’s visual search allows users to search for products and information using images. Each image links to its source, so users can click through to find what they want. The experience is powered by the Shopping Graph, which spans over 50 billion product listings from major retailers and local shops. The Shopping Graph is updated every hour to keep details such as reviews, deals, available colors, and stock status up to date.
Shopping Without Filters
With AI Mode, users can describe products conversationally, rather than using conventional filters for style, size, color, and brand. For example, asking "barrel jeans that aren’t too baggy" will find suitable products, and users can narrow down options further with requests like "show me ankle length." This experience is powered by the Shopping Graph and allows users to find products that match their preferences.
Technical Foundation
The visual abilities of AI Mode are built on Lens and Image Search, and include Gemini 2.5’s advanced multimodal and language understanding. Google has also introduced a technique called "visual search fan-out," where it runs several related queries in the background to better grasp what’s in an image and the nuances of the user’s question. On mobile devices, users can search within a specific image and ask conversational follow-ups about what they see.
Additional Context
In a media roundtable, a Google spokesperson explained that when a query includes subjective modifiers, such as "too baggy," the system may use personalization signals to infer what the user likely means and return results that better match that preference. The spokesperson also noted that the system doesn’t explicitly differentiate real photos from AI-generated images for this feature, but ranking may favor results from authoritative sources and other quality signals.
Why This Matters
For SEO and ecommerce teams, images are becoming even more essential. As Google gets better at understanding detailed visual cues, high-quality product photos and lifestyle images may boost visibility. Since Google updates the Shopping Graph every hour, it’s essential to keep product feeds accurate and up-to-date. As search continues to become more visual and conversational, many shopping experiences might begin with a simple image or a casual description instead of exact keywords.
Looking Ahead
The new experience is rolling out this week in English in the U.S., and Google hasn’t shared timing for other languages or regions. As AI Mode continues to evolve, we can expect to see more conversational and visual search experiences that make it easier for users to find what they’re looking for.
Conclusion
Google’s update to AI Mode is a significant step forward in making search more conversational and visual. With the ability to use images and natural language together, users can find what they’re looking for more easily and efficiently. As the technology continues to evolve, we can expect to see more innovative features that change the way we search and interact with information online.