What Did Google Do This Week?

GOOGLE WANTS (YOU) TO USE YOUR PHOTOS

Google’s AI-driven photo search tool ‘Ask Photos’ has been made available to some users. First announced at Google’s I/O developer conference in May, the feature lets users asks Gemini to locate specific photos using more complex search queries. Initially, it is being offered in ‘early access’ to a limited group of US, but is expected to be a fast rollout once the guinea pigs have chomped through the bugs.

Powered by Google's most powerful Gemini AI model, ‘Ask Photos’ enables users to search their photo library using natural language, with the AI interpreting both the content of the images and associated metadata. Previously, users could search for specific people, places, or objects, but this AI enhancement will allow for more nuanced questions that require a deeper analysis of the photos. For some context, Google currently handles over 4 trillion photos that are stored in Google Photos. Every week, 28 billion new photos and videos are uploaded.

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SO WHAT?

‘Ask Photos’ is a solid product in the suite of Gemini features Google has unveiled recently. However, it’s not immediately obvious what effect the new search functionality will have. After all we’ve been able to search our photo libraries for specific faces and locations (on Android and iPhones) for ages and while useful, this hasn’t set the world on fire. ‘Ask Photos’ aims to change that and could be about to change a lot of behaviours.

Consumers will likely engage with their photo libraries more often, revisiting the past on a regular basis and perhaps making more effort to curate our personal histories. We might see brands tapping into ‘memory marketing’ and personalising ad experiences based on the data they get from our past photos if consumer give permission. Beyond this, simple purchase reminders could become possible (again, with user permission). Specific generations use screenshots differently which poses interesting opportunities for Gemini and brands to help users buy more things.

The reverse could become true too, as photo archives become more searchable through AI, individuals may find new ways to monetise their photos. Platforms could emerge that help us license or sell images based on their content—think of hobbyist photographers turning family or travel photos into stock images or NFTs. An area that becomes increasingly interesting when you consider Google’s moves in the smart glasses area this week (see below).

However, as users realise that AI tools can mine deeper meaning and context from our photos, privacy concerns will inevitably grow. Sceptics may already view ‘Ask Photos’ as part of tech giants’ continuing data-gathering efforts and widespread popularity could lead to stronger demands for user control over data access, deletion, and security. As always, the feature’s success depends on user responses in the early stages of its rollout. Whether or not it massively takes off, Google has over a billion users that use its photo storage, so a smart bet is ‘Ask Photos’ will be good news for Google whether or not it’s well used.

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Also in this week’s edition: Google have another antitrust trial to deal with next week; Google are working on a pair of mixed-reality smart glasses; and why SearchGPT is nowhere near ready to overtake Google. Get all of this +20 additional stories you need to know about. Subscribe and get up-to-date… ⬇