Circle and Search: Google’s New Search Mode Based on AI

Did you know that it is now possible to search for anything on your phone without having to switch apps? All thanks to Circle and Search.

This Google search feature is powered by artificial intelligence and designed to streamline the browsing experience. This feature will allow you to search the web without having to leave the page or application you are browsing. Learn more about how this development works and see real-world use cases in our article.

How does Circle and Search work?

Circle and Search is about to radically change how people search on their Android phones. This feature allows users to search for information within any app. Whether it’s a photo on social media, or a video on YouTube, you can select the item that caught your attention by circling it, highlighting it, scribbling on it or tapping on it, and you will get more information about it. No need to do any external searches on any search engines. 

What is the difference between Circle and Search, and Google Lens?

Circle and Search might remind you of Google Lens, but unlike the latter, it does not require opening the Google app – it can be used on any app! Thus, it is faster and more immediate than Google Lens, offering a smoother and more accessible experience to instantly obtain detailed information.

Circle and Search might remind you of Google Lens, but unlike the latter, it does not require opening the Google app – it can be used on any app! Thus, it is faster and more immediate than Google Lens, offering a smoother and more accessible experience to instantly obtain detailed information.

Using Circle and Search is simple:

1. Press the home button of your smartphone
2. Circle, highlight, or tap the item you are interested in
3. Find the information at the bottom of the screen

For instance, if you are watching a video and you see an item you are interested in, you can just circle it or tap on it to display useful information such as where to buy it online, or similar alternatives.

But that’s not all: Circle and Search also allows you to search for multiple items by combining both image and text. For example, if you see a word you do not understand in a text or an image, you can search for it and ask a question that will be responded to by artificial intelligence.

This is what we call a more complex search intent. For instance, you might take a photo of a plant and ask, “How should I take care of it?” in order to receive a more specific answer. Google’s AI will first analyse the type of plant, suggest tailored care tips, and may even direct you to the nearest florist.

How can you leverage this feature for your business?

Google’s new search mode opens up exciting opportunities for online merchants looking to increase traffic to their websites and attract new customers through the Internet. 

An effective way to maximise this feature is to diversify your online presence across as many platforms as possible (Google My Business, Instagram, Facebook, TikTok, etc.), and invest in creating and sharing high-quality images of your products.

This way, the chances are multiplied that a user sees a product they are interested in and decides to search for it using Circle and Search to learn more or to make a purchase. 

Circle and Search has all the makings to become a trump card for merchants, as it increases the opportunities to connect with interested customers. 

To maximise visibility through visual search, the co-founder of Google Lens has shared key marketing tips that brands should follow:
Optimise your images: Use high-quality product photos, ideally shown from multiple angles.
Update metadata: Ensure that the information passed on to Google is accurate and specific, and that it clearly describes the content of the images.
Keep out-of-stock products online: Even if an item is no longer available, keeping its images live allows it to appear in Circle to Search results, creating touchpoints for redirecting users to new-season alternatives or similar in-stock items.

So far in 2025, Circle to Search has already powered over 100 billion visual searches. Following this success, Google plans to roll out the tool to 200 million more devices.

AI is becoming increasingly integrated into Google Search to refine results and deliver more relevant answers to users. Among Google’s latest innovations are tools such as AI Overviews, Google Lens and, more recently, Search Live (currently available in the US only).
With the rise of AI in Google Search, Circle to Search clearly stands out as a powerful growth driver for brands, enabling them to boost interactions with a highly qualified audience.