Seeing Is Believing: Why Visual Search Works

Gen Z and millennials have embraced this way of shopping, and it's time brands did too

Searching with images rather than words comes naturally to younger shoppers. Miray Celebi Kaba/Getty Images

Instead of text-based searches and sifting through pages of results, visual search enables enhanced, modern interfaces that help curate and review buying options faster, which comes naturally to Gen Z and millennials. Thanks to the convergence of computer vision, machine learning and neuroscience, visual search is helping marketers meet these customers where they are by returning the most relevant search results based on similarities (e.g., color, style, shape, etc.)

Performance Marketing contributor Jessica Hawthorne-Castro is the CEO of Hawthorne Advertising.