Google Lens is completely changing the future of shopping. Find out all about their exciting new partnership with the Netflix hit 'Emily In Paris.'
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00:00I didn't used to eat a lot of tomatoes when I was younger.
00:02It's nice.
00:03Now I do.
00:03I just throw them out.
00:07It's very good for your skin.
00:08Yes.
00:09Exactly.
00:10That's why I love tomatoes.
00:15Have you ever been watching your favorite show
00:17and thought to yourself, that is a nice looking shirt,
00:20a suit, or even a dress?
00:22And then you wondered, how can I get that look?
00:25Well, arguably the most fashionable show out there
00:28today, you can now with just a few clicks of your phone.
00:33Stephanie Horton is here to tell us how to dress
00:36like Emily in Paris.
00:37She's the Senior Director of Global Consumer Marketing
00:40and Strategy at Google.
00:42And she's here to show us how even I can maybe dress
00:45like Emily in Paris.
00:46That'd be weird.
00:47But it is really simple.
00:49Take us through the process.
00:51I'm watching Emily in Paris on that screen.
00:54And she wears some solid clothes because my wife
00:56watches that show.
00:57Yeah.
00:58How do we buy what I'm seeing on the screen?
01:00I mean, like you said, it's super simple.
01:02You would literally just take your phone,
01:04go to the search bar if you're on iOS or Android on Google.
01:08I'm with you now.
01:09Push the lens.
01:10How do we push the lens?
01:11Is that a Google app?
01:13It's either iOS or if you have the Google app on iOS
01:17or if it's on Android, you would just go to your search bar.
01:20There's a little icon that looks like a lens.
01:23Push that.
01:24You're now in Lens.
01:25So all you're doing is taking a picture.
01:27And then you're seeing all the results of things
01:30that are either that item or things
01:31that look very closely to them that you can buy
01:33and all the places you can buy them.
01:35So it'll take you to a website or a numerous website?
01:38It'll take you to numerous listings.
01:40Anything, anyone is wearing it?
01:42Is it only select items?
01:44No.
01:44If it doesn't do the exact match,
01:47you'll get lots of choices that are very close to it.
01:50So if it's like, I'm looking for this checked jacket.
01:53This wonderful jacket.
01:54This wonderful jacket.
01:55I think it's Ted Baker.
01:56Yeah, I might get the exact Ted Baker jacket
01:59or I'll get things that are very similar to it
02:01that I can purchase.
02:02That is fascinating.
02:03Has this ever happened before?
02:04I've always wondered this when I'm
02:06watching a lot of my favorite shows.
02:08I often say to myself, I want that jacket.
02:10I want that suit.
02:11Have we had something like this before or are we just unaware?
02:14I think we're a little unaware.
02:15Google Lens has been around a while.
02:17So the technology has been available.
02:20But I think people probably are unaware that they can use it.
02:23So one of the reasons why this partnership came about
02:26was to really promote that.
02:27But yeah, I think it has been a while.
02:29But you can't do this with any show on TV.
02:32Well, you can technically do it with any show on TV
02:35because you can't.
02:36Through Google Lens?
02:37Yeah, through Google Lens.
02:38I'm a dinosaur, technically, OK?
02:40So you're going to have to walk me through this.
02:42Yeah, so if you're watching TV, any show,
02:44and you see something you like, you
02:46can point, shoot, and find out what people are wearing.
02:49Why, though, was Emily in Paris the Netflix streaming hit?
02:52Why was it the right fit for Google?
02:55I think a lot of reasons.
02:56A, you said it.
02:57I think it's quintessentially a show that's
02:59all about amazing style, outfits that you haven't seen.
03:03I think it's proven itself over the last three seasons
03:06to be something that people really
03:07do look at for inspiration.
03:10So when we found out the show was premiering
03:12around this time, which is great for fall shopping,
03:15back to school, we thought, what a great partnership
03:18to really promote Lens and all the inspiring looks
03:21that you can have for fall.
03:22Why is Google the title sponsor of this show?
03:25Well, for us, it was more than just,
03:27like, you know, you can Lens things from the show.
03:29I think it was really about the integration.
03:31And again, there's so many things
03:33that happen on that show, not only with clothing,
03:35but, you know, the lamp that she has in her desk,
03:38you know, the furniture in her apartment,
03:40that people can actually Lens and find out.
03:43So I think for us, it was just, like,
03:45how do we really expand the reach of Lens?
03:47And again, it was the perfect show for that.
03:50Okay, so are you going to do this in other shows?
03:53Is this just the beginning?
03:54And we have heard a lot about Netflix's ad tier.
03:57Is that specifically who you're working with
04:00and where the viewers would find that?
04:01Exactly.
04:02So if you're on the ad tier of Netflix,
04:04you can pause the show.
04:06And that's a pause ad?
04:07It's a pause ad, yes.
04:08So we're using pause ads with them.
04:10So you can pause the show, and then you can actually
04:12shop the ads, which are integrated
04:14with a lot of looks from the show.
04:16So right there, you can find out what those looks are
04:18and find either that look or something very close to it.
04:21If you're just, you know, for our integration with the show.
04:24But we've also done things beyond that.
04:25We shot some custom content with Lily
04:28and some of the other characters.
04:30It's been really fun that we posted on our social
04:32as well as theirs.
04:33And we also have some interstitials running
04:35within the show of the paid tier for the ad tier.
04:37And this is not what we are accustomed to
04:39from decades prior product placement.
04:41Right.
04:42Entirely different.
04:43This is entirely different.
04:44So it's not just, you know, in the show,
04:46we're using Google.
04:47It's really how to use Google.
04:49So, again, so if you didn't know that you could
04:51point, click, and buy things, now you know.
04:53Which I did not.
04:54Yes.
04:55I fully expected Amazon to do that when they
04:57picked up the NFL Thursday night football
04:59just shopping thrown at you on Prime Day.
05:02Yeah.
05:03So it's Emily Cooper.
05:04She's played by Lily Collins.
05:05Yes.
05:06Have you seen results already?
05:08You know, we haven't.
05:09But obviously, we're still in market with this.
05:11And we have the second half of the show premiering
05:13in a couple days, which is exciting.
05:16So we'll be able to look after, you know,
05:18after everything runs.
05:19But I think just from engagement that we're
05:22seeing on social media from some of the posts
05:24and the ads that we have going from there,
05:27I think it's very successful.
05:29Very interesting.
05:30So what is, would you say, Google's advantage
05:32in the ad space?
05:34I mean, the ad space isn't really my domain.
05:37So I think, you know, that would have to be
05:39another conversation.
05:41But I think when we're looking at shopping,
05:43I think Lens really does have a great range
05:48in being able to kind of shop the world
05:50and really provide an on-demand shopping experience
05:53that I think most people can't have.
05:55Because wherever you are, if you see something
05:57you like, you can actually find it and shop it.
06:00Where do you plan to go with this?
06:02I think that we've already gone a couple places.
06:04You know, obviously, Lens is, you know,
06:07how you can use it when you're in the world.
06:09But also with Search, there's Circle to Search,
06:12which allows you to search and shop on your screen.
06:15So in select Android phones, you could actually
06:18circle what you're looking at and find out
06:20the same information that you can with Lens.
06:22So I think that's definitely, and we're always
06:24looking for ways to really expand and go beyond.
06:27So I think you'll definitely see more from this space.
06:29Just the beginning here?
06:30Yes, yes.
06:31Can people Lens this outfit right now
06:34and make a purchase here?
06:35They could Lens this outfit.
06:37I'm going to be honest, this is last season.
06:40But it's a great designer, so they could Lens it
06:44and buy it right now.
06:45And I think that's the beauty of Lens.
06:47It is a really interesting technology
06:49and clearly just beginning.
06:51Yes, yes, yes.
06:52I mean, I think it also, like, if you think about it,
06:54Image Search is which kind of perpetuated this technology.
06:59I mean, if you think about 2000,
07:01when Jennifer Lopez wore the dress,
07:03that's kind of how images came about.
07:06And I think it was a nice iteration
07:08and progression for images to really go to shopping.
07:11So I think visual search and visual shopping
07:14is something that people are really leaning into now.
07:17And I think Lens obviously gives a way
07:19to make it really easy and really accessible to everybody.
07:23Was that the green dress that she kind of had taped,
07:25I think, in a certain few discreet places?
07:27Yes, it was the infamous or famous,
07:30however you want to put it, green dress.
07:32I can very well remember that.
07:34That is some very interesting technology.
07:36I can't wait.
07:37Well, I don't want my wife to try it.
07:39That might cost me a pretty penny.
07:41She does plenty of shopping, Stephanie.
07:43I'm telling you, it makes it really easy.
07:45It makes it really easy.
07:46But I think, you know, accessibility and ease of use
07:48is something that people are looking for.
07:50So I think it's something that, you know, really works.
07:52You do know husbands around the country
07:54are cursing Google Lens and you, right, Stephanie?
07:57Well, you know, I mean, hopefully, hopefully they use it too.
08:00I mean, look, you could use it for anything you want.
08:02If you do see something out there, golf.
08:04I mean, I don't know what you're into, but, you know.
08:06Golf would be spot on.
08:07Yeah, so if you wanted to know those clubs,
08:09you can also lens those.
08:10It's not just apparel.
08:11So, I mean, I think it's useful to husbands too.
08:13Shop for Paris styles from the seat of your couch.
08:17That is Stephanie Horton, Senior Director
08:19of Global Consumer Marketing and Strategy at Google Commerce.
08:23Check it out.
08:24It's Google Lens.
08:25It's right there on your phone.
08:26Emily in Paris is right now on Netflix.